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