“All children are artists. The problem is how to remain an artist once he grows up.” [ Pablo Picasso ]
MEET OUR STUDENTS
JAEL
4th Year, Art Direction Track
WHAT HAS BEEN YOUR FAVORITE COURSE IN THE ADVERTISING DEPARTMENT?
Special topics class because you learn a lot about the Adobe Creative Suite and being in the Art Direction Track, it is very useful to me.
ART DIRECTION COURSE SEQUENCE
Colors, patterns, and lines speak more to you than text. Macaroni art need not apply! Your refrigerator is a trendy art gallery fashioned as a steal box far beyond suburbanized art. The “stick figure” drawing you created in kindergarten is still displayed, because those preliminary attempts are worthy of expanding their silhouettes in the NYC skyline. Staying inside the lines has never been a high priority.
NOTE: Advertising majors must take a minimum of 48 credits in Advertising courses and a maximum of 54 credits.
Students who wish to follow the Art Direction track should follow this course of study:
Foundation I requirements: (12 credits)
1101. Intro to Media & Society (3)
The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.
1102. Intro to Advertising (3)
This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.
1103. Persuasive Writing (3)
Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument. Note: Advertising majors only.
1141. Intro to Advertising Research (3)
This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research. Note: Advertising majors only.
Foundation II requirements (12 credits)
2101. Strategy & Positioning (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.
2121. Copywriting: Introduction (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.
2131. Media Planning I (3) $.
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.
2151. Visual Communication (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.
- or -
2010. Intro to Marketing (3)
Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.
Advanced Core I requirements (12 credits)
3101. Creative Thinking (3)
Prerequisite: ADVERT 2101 (0110), 2121 (0120), 2151 (0125), 2131 (0130).
This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.
3171. Diamond Edge Communication (1 to 3)
Prerequisite: Completion of 24 credits in Advertising department. Permission of instructor required.
Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.
- or -
3185. Internship (3)
Prerequisite: Completion of 24 credits in Advertising Department. Permission of Internship Director required.
This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations. Note: This course may be substituted for ADVERT 3171 (0290).
3052. Art Direction I: Concept & Layout (3)
Prerequisite: ADVERT 2151 (0125). Students are expected to be proficient in the computer graphics programs (Adobe Photoshop, Illustrator and InDesign) necessary to produce print work for this course. Students are encouraged to take a computer graphics course before or concurrently with 3052.
As the first in the Advertising Art Direction track, students gain a comprehensive understanding of how ideas become branded visual communications that engage, capture and persuade audiences. Through regular lecture, reading and project critique, emphasis is placed on combining the fundamental tools of graphic design with creative brainstorming to arrive at fresh, branded concepts. This course focuses primarily on concept and layout for the print medium, and lays the foundation for Art Direction II. Note: Advertising majors only.
3053. Art Direction II: Narrative & Multiple Media (3)
Prerequisite: ADVERT 3052 (0225). Students must have a working knowledge of Adobe Photoshop in order to enroll in this course. An overall knowledge of the Adobe Creative Suite is recommended.
This advanced course emphasizes the visual, verbal, and conceptual skills of TV advertising as well as the interactive medium. Students will work with advertising strategies to create effective TV storyboards, web sites, and more. The use of typography, composition, photography, and illustration is implemented into each project. Note: Advertising majors only.
Prerequisite: Completion of 3000-level courses.
This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.
- or -
4103. American Advertising Federation Contest (3)
Prerequisite: Completion of 3000-level courses.
Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media. Note: This is an alternative Capstone course.
4064. Advertising Portfolio (3 s.h.)
Prerequisite: ADVERT 3023 (0222) or 3053 (0227).
This course brings together copywriters and art directors in two person teams. They work together to create exciting examples of advertising from initial conceptual schemes to comprehensive finished ads. The ads include full treatments of copy and art executed as take-home assignments and discussed in class.
Art Direction Track
RELATED LINKS
“All children are artists. The problem is how to remain an artist once he grows up.”
[ Pablo Picasso ]
MEET OUR STUDENTS
JAEL
4th Year, Art Direction Track
WHAT HAS BEEN YOUR FAVORITE COURSE IN THE ADVERTISING DEPARTMENT?
Special topics class because you learn a lot about the Adobe Creative Suite and being in the Art Direction Track, it is very useful to me.
ART DIRECTION COURSE SEQUENCE
Colors, patterns, and lines speak more to you than text. Macaroni art need not apply! Your refrigerator is a trendy art gallery fashioned as a steal box far beyond suburbanized art. The “stick figure” drawing you created in kindergarten is still displayed, because those preliminary attempts are worthy of expanding their silhouettes in the NYC skyline. Staying inside the lines has never been a high priority.
NOTE: Advertising majors must take a minimum of 48 credits in Advertising courses and a maximum of 54 credits.
Students who wish to follow the Art Direction track should follow this course of study:
Foundation I requirements: (12 credits)
1101. Intro to Media & Society (3)
The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.
1102. Intro to Advertising (3)
This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.
1103. Persuasive Writing (3)
Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument.
Note: Advertising majors only.
1141. Intro to Advertising Research (3)
This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research.
Note: Advertising majors only.
Foundation II requirements (12 credits)
2101. Strategy & Positioning (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.
2121. Copywriting: Introduction (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.
2131. Media Planning I (3) $.
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.
2151. Visual Communication (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.
- or -
2010. Intro to Marketing (3)
Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.
Advanced Core I requirements (12 credits)
3101. Creative Thinking (3)
Prerequisite: ADVERT 2101 (0110), 2121 (0120), 2151 (0125), 2131 (0130).
This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.
3171. Diamond Edge Communication (1 to 3)
Prerequisite: Completion of 24 credits in Advertising department. Permission of instructor required.
Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.
- or -
3185. Internship (3)
Prerequisite: Completion of 24 credits in Advertising Department. Permission of Internship Director required.
This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations.
Note: This course may be substituted for ADVERT 3171 (0290).
3052. Art Direction I: Concept & Layout (3)
Prerequisite: ADVERT 2151 (0125). Students are expected to be proficient in the computer graphics programs (Adobe Photoshop, Illustrator and InDesign) necessary to produce print work for this course. Students are encouraged to take a computer graphics course before or concurrently with 3052.
As the first in the Advertising Art Direction track, students gain a comprehensive understanding of how ideas become branded visual communications that engage, capture and persuade audiences. Through regular lecture, reading and project critique, emphasis is placed on combining the fundamental tools of graphic design with creative brainstorming to arrive at fresh, branded concepts. This course focuses primarily on concept and layout for the print medium, and lays the foundation for Art Direction II.
Note: Advertising majors only.
3053. Art Direction II: Narrative & Multiple Media (3)
Prerequisite: ADVERT 3052 (0225). Students must have a working knowledge of Adobe Photoshop in order to enroll in this course. An overall knowledge of the Adobe Creative Suite is recommended.
This advanced course emphasizes the visual, verbal, and conceptual skills of TV advertising as well as the interactive medium. Students will work with advertising strategies to create effective TV storyboards, web sites, and more. The use of typography, composition, photography, and illustration is implemented into each project.
Note: Advertising majors only.
Advanced Core II requirements (12 credits)
ADV 4101 Interactive Media & Adv (3)
4102. Advertising Campaigns
Prerequisite: Completion of 3000-level courses.
This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.
- or -
4103. American Advertising Federation Contest (3)
Prerequisite: Completion of 3000-level courses.
Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media.
Note: This is an alternative Capstone course.
4064. Advertising Portfolio (3 s.h.)
Prerequisite: ADVERT 3023 (0222) or 3053 (0227).
This course brings together copywriters and art directors in two person teams. They work together to create exciting examples of advertising from initial conceptual schemes to comprehensive finished ads. The ads include full treatments of copy and art executed as take-home assignments and discussed in class.
4196. Morality, Law & Advertising (3)
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