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Advertising Art & Ideas (Theory)
Paper Code:
VAA 231
Unit I:
Introduction to advertising.
Definition of advertising & its characteristics.
Unit II:
Advertising as a part of marketing.
Direct & Indirect Advertising.
Unit III:
Advertising & Publicity.
The social & ethical aspects of advertising.
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.
Unit V:
Introduction to the art of Calligraphy and Typography.
Principles of typography.
References:
Books recommended: Advertising Art & Ideas By G. M. Rege
Advertising By Roderic White
Academic Year:
