Advertising Art & Ideas (Theory)

Paper Code: 
VAA231
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

This 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

 

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: 

BOOKS RECOMMENDED:  

  • Advertising Art & Ideas by G. M. Rege
  • Advertising by Roderic White

 

Academic Year: 
2022-2023
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