This module aims to build understanding of the role of an Art Director in the conceptualisation and development of advertising, communication, content creation and branding messages for a business, institution or movement. The module will further develop theories of visual communication and graphic design skills introduced in HA4301 and HA4302 and explore the structure, processes and practices of the advertising sector. The focus within the module is on the visual appearance of advertising 2 or content (print, digital and video) and how the intended moods, information, concepts and values are translated into print, still, video and VR/AR work.
On successful completion of the module, students will be able to:
Teaching and learning strategy is guided by the Art School ethic of 'Thinking through Making'. There will be a series of tutor-led sessions, supported by seminar and workshop activities to test and embed understanding of the themes and theory introduced. Alongside this dynamic students will be given projects requiring the students to plan and prototype advertising messages. Students will be encouraged to explore different techniques in illustration and production working in the studio and receiving informal feedback from the tutor and from seeking support from relevant technicians. As with all the modules in the degree, emphasis is on using design skills as tools to demonstrate and explain their ideas not as final objects in themselves. These projects will be based on advertising briefs provided by the module leader or will be sourced from brands, agencies and businesses.
The module will make use of the Virtual Learning Environment (VLE) Canvas for communication and dissemination of information between students and staff as well as making online learning materials available to all.
All courses based in the Kingston School of Art offer students free access to the online video tutorial platform Lynda.com. This provides a wide range of subjects to choose from, many with downloadable exercise files, including software tutorials covering photography, graphics, web design, audio and music, CAD and Microsoft Office software, as well as courses on Business and Management skills. Some of these are embedded in the curriculum and offer additional self-paced learning, others may be taken at will by students wishing to broaden their employability skills in other areas.
| Definitive UNISTATS Category | Indicative Description | Hours |
|---|---|---|
| Scheduled learning and teaching | Tutor-led sessions and workshops | 48 |
| Guided independent study | Reading and preparation for workshops Project work | 252 |
| Total (number of credits x 10) | 300 | |
Summative assessment is carried out solely on the project work which will comprise:
- a storyboard explanation of an advertising message,
- an advert prototype,
- pitch (5 mins);
- a reflective multimedia blog (1000 words plus media content).
Milestones of project proposal and a mid-term review will be used to guide the work. Project surgeries will be used to provide formative assessment.
| Learning Outcome | Assessment Strategy |
|---|---|
| 1) Critically analyse the visual language used in advertising messages | Reflective multimedia blog |
| 2) Conceptualise an organisation's messages and generate visual ideas to communicate them | Storyboard. Advert prototype. Pitch |
| 3) Translate mood, message and values into visual concepts | Storyboard. Advert prototype. Pitch |
| 4) Communicate ideas for an organisation's visual identity | Storyboard. Advert prototype. Pitch |
| Description of Assessment | Definitive UNISTATS Categories | Percentage |
|---|---|---|
| Storyboard. Advert prototype. and 10 min pitch | Coursework | 70% |
| Report - 1500 words | Coursework | 30% |
| Total (to equal 100%) | 100% | |
It IS NOT a requirement that any element of assessment is passed separately in order to achieve an overall pass for the module.
Works cited are for initial reference only. Module leaders will further enhance and focus it depending on project and assessment tasks.
Heller, S., and Vienne, V. (2009). Art Direction Explained, At Last! Lawrence King Publishing: London.
Sullivan, L., and Boches, E. (2016). Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads. Wiley: New York
Bly, R. W. (2006). The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy. Owl Books: New York
Crisp, G.D. (2012). Typography. Thames and Hudson Ltd. London
Crow, D. (2010). Visible Signs: An Introduction to Semiotics. AVA.
Hoober, S., and Berkman, E. (2012). Designing Mobile Interfaces. OReilly: Sebastopol, CA.
O'Connor, Z. (2015). Colour, contrast and gestalt theories of perception: The impact in contemporary visual communications design. Color Research & Application, Vol.40(1): 85-92.
Steel, J. (1998). Truth, Lies, and Advertising: The Art of Account Planning. John Wiley & Sons: New York.