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Advertising Art & Ideas (Theory) [1]

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: 
2016-2017 [2]

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Source URL: https://visualarts.iisuniv.ac.in/courses/subjects/advertising-art-ideas-theory-5

Links:
[1] https://visualarts.iisuniv.ac.in/courses/subjects/advertising-art-ideas-theory-5
[2] https://visualarts.iisuniv.ac.in/academic-year/2016-2017