Fundamentals of Advertising -II (Theory)

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

 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 

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

The Layout

• 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.)

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