Course Title: Art Direction for Advertising

Part A: Course Overview

Course Title: Art Direction for Advertising

Credit Points: 12.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

GRAP3028

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

 Sem 1 2024

Course Coordinator: Allyson Crimp

Course Coordinator Phone: +61 3 9925 1516

Course Coordinator Email: allyson.crimp@rmit.edu.au

Course Coordinator Location: Building 9 Level 5

Course Coordinator Availability: Please email for an appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study 

Successful completion of GRAP3027 Creativity for Advertising. 

OR 

Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information: Credit at RMIT http://www1.rmit.edu.au/students/enrolment/credit 


Course Description

The role of the art director in advertising is to add aesthetic value and clarity to an advertising idea. In this course you will explore visual communication theory, and how advertising art direction works to enhance advertising campaigns, adding value, clarity and differentiation in crowded media environments. 

This practical course integrates communication theory, visualisation, and art direction practice as you translate conceptual creative advertising ideas into art-directed executions across various advertising channels and contexts. You will explore social, ethical and environmental issues relevant to art direction, and the currency of visual media in contemporary global advertising.  

As part of the course, you will undertake learning activities and/or assessment to engage and connect you with industry relevant to your current studies. 


Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

This course contributes to the following BP354 Bachelor of Professional Communication Program Learning Outcomes: 

  • PLO3: Employ intellectual agility, knowledge, and skills to develop creative solutions for an unpredictable world and to adapt to professional and personal change. 
  • PLO4: Use digital, professional and interpersonal skills, and engage with emergent technologies to help solve problems, innovate, and collaborate 


Course Learning Outcomes  

Upon successful completion of this course, you will be able to: 

  1. Examine visual communication, advertising design and art direction theories and their application to professional advertising practice. 
  2. Apply visual communication principles and technologies in the development of various art direction outputs.
  3. Formulate focused, creative and practical solutions to creative advertising problems employing art direction processes and practices.
  4. Critique and evaluate the art direction of advertising campaigns in terms of their creativity, impact and suitability to different communications contexts. 


Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities. 


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems. 

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning. 

The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies: http://rmit.libguides.com/advertising 

The Library provides guides on academic referencing: http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian. 


Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. 

Assessment Tasks

Assessment Task 1: Typography and Visualisation (Individual), 35%, CLO1,2,4

Assessment Task 2: Image, Layout and Composition (Individual) 35%, CLO1,2,3 

Assessment Task 3: Campaign (Group) 30%, CLO1,2,3,4

Feedback will be given on all assessment tasks. 

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more. 

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.