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Advertising Art & Ideas (Theory) [1]

Paper Code: 
VAA 231
Objective: 

•    Introduction to advertising.
•    Definition of advertising & its characteristics.
•    Advertising as a part of marketing.
•    Direct & Indirect Advertising.
•    Advertising & Publicity.
•    The social & ethical aspects of advertising.
•    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.
•    Introduction to the art of Calligraphy and Typography.
•    Principles of typography.
 

References: 

Advertising Art & Ideas By G. M. Rege
 Advertising By Roderic White
 

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