Fundamentals of Advertising –II (Theory)

Paper Code: 
VAA 401
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
6.00
Unit I: 
The social and ethical aspects of advertising.

 

  • Advertising and cultural/Moral values,
  • Advertising as untruthful or deceptive.
  • Advertising and children.
  • Advertising encourages materialism.
  • Advertisement and women etc.
7.00
Unit II: 
History of Writing & Communication
  • Cuneiform in Mesopotamia 
  • Evolution of a script 
  • Hieroglyphs and papyrus in Egypt
  • The seals of the Indus valley
  • Phonetics and the alphabet 
  • Symbols, Cave paintings, Pictograms, Ideograms
5.00
Unit III: 
Type & Typography
  • Movable type, Type Body, Anatomy of Type,
  • Type Terminology - Type Font, Type Series, Type family,
  • Type Measurement,
  • Classification of Type
  • Introduction to Typography.
  • Basic principles of typography and its importance in design.
7.00
Unit IV: 
The Layout of an advertisement
  • Define layout.
  • Pre layout planning.
  • Layout procedure: Thumbnail sketches, Rough layout, Comprehensive layout.
  • Page layout and Dummy layout.
  • Components of layout (Border, Space, Text, Illustration, Logo etc.),
  • Design Principles in layout (Optical Centre, Balance, Eye Movement, Harmony, Proportion, Emphasis etc.)
5.00
Unit V: 
Rural Marketing
  • Rural Marketing in India
  • Characteristics of Rural Markets – Social & Cultural Factors,
  • Consumer Behavior in Rural Areas, Product Strategy in Rural market
  • Marketing Mix for Rural Market
Academic Year: 
2018-2019
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