ADVERTISING ART & CONCEPTS I (Theory)

Paper Code: 
VAA 231
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

The course will enable the students to-

  1. Identify, explain, and summarize the advertising environment.
  2. Assess the social impact of advertising on the society
  3. List the evolution of communication and writing technique an assess the importance of typography in design
  4. Compare and contrast advertising and publicity

COURSE OUTCOMES:

Course

Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Course Code

Course Title

VAA 231

Advertising Art & Concepts I(Theory)

The students will -

CO1: Explain and recognize roles and functions of advertising

CO2: Apply knowledge of advertising & publicity

CO3: Infer the impact of advertising on society

CO4: Classify types and fonts and implementing the same

CO5: Exemplify typography and its principles

Approach In Teaching:

Interactive Lectures, Discussion, Tutorials, Reading Assignments, Multiple Points Of View 

 

Learning Activities For The Students:

Self-Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

Class Test, Year End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

6.00
Unit I: 

Introduction to advertising 

Definition of advertising & its characteristics

 
6.00
Unit II: 

Advertising as a part of marketing

Direct & Indirect Advertising 

 
5.00
Unit III: 

Advertising & Publicity 

The social & ethical aspects of advertising

 
7.00
Unit IV: 

General role of advertising: Communication, Persuasion, Education, Expansion of market, Employment, Economic growth, Stimulation of competition, freedom to press etc. Advertising tries to raise the standard of living

 
6.00
Unit V: 

Introduction to the art of Calligraphy and Typography 

Principles of typography

 
References: 

Suggested Text Books/Suggested Reference Books:

  • S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  • Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  • Advertising Art & Ideas by G. M. Rege
  • Advertising by Roderic White
  • Gavin Ambrose, Paul Harris, The Fundamentals of Typography, AVA Publishing SA
  • Timothy Samara, Typography Workbook, Rockport Publishers

E-Resources:

Reference Journals:

  • Journal of Advertising Research (EBSCO)
  • Journal of Current Issues & Research in Advertising (EBSCO)
  • International Journal of Advertising (EBSCO)
  • Journal of Marketing (JSTOR)
Academic Year: 
2023-2024
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