Advanced Seminar in Advertising Design

Course title

1M990700

,7M990700

Course content

In today's media-dominated environment, advertising is an essential element. We see advertisements on the internet, TV, radio, and public transportation every day. Is it making a significant contribution to our world? With social media's explosive expansion, today is a particularly exciting time to delve into the fascinating world of advertising. Students are expected to lead presentations and debates in this graduate course.

Purpose of class

The purpose of this course is to provide students with a broad understanding of advertising and its place in business, branding, and society. It will prepare students for further study in both basic and specialized areas of advertising and commercial communication. Especially, this course is aimed for students who are interested in commercial use of information, graphic, digital signage and VR/AR.

Goals and objectives

To be able to create meaningful, clear advertisements
To be able to communicate with audiences, clients and sponsors
To be able to appreciate historical background of advertisements

Language

English

Class schedule

	Class schedule	HW assignments (Including preparation and review of the class.)	Amount of Time Required
1．	Orientation: Introduction to Advertising	Find interesting advertisement in recent media	200minutes
2．	How to raise the quality of life	Prepare for discussion	200minutes
3．	What is targeting?	Fieldwork	200minutes
4．	UX design and Segmentation	Prepare for presentation	200minutes
5．	What is the design process? What is clustering?	Write a report	200minutes
6．	Branding and Packaging	Read assigned books	200minutes
7．	Guest speaker: film, attention and propaganda	Read textbook The Art of Choosing	200minutes
8．	Public relations using media: fire prevention	Read books of media	200minutes
9．	Public relations	Read books of marketing	200minutes
10．	Media and fieldwork	Fieldwork	200minutes
11．	Media and its history, and Gamification	Prepare for discussion	200minutes
12．	How to write an academic paper Guest speaker for fire prevention	Designing community advertisement	200minutes
13．	Groupwork	Designing community advertisement	200minutes
14．	Report	Prepare for exam or report	200minutes
Total.	-	-	2800minutes

Relationship between 'Goals and Objectives' and 'Course Outcomes'

	Essay	Fieldwork	Attendance	Total.
1.	35%	35%	30%	100%
2.				0%
3.				0%
Total.	35%	35%	30%	-

Evaluation method and criteria

All essays and assignments (75%), plus class participation (25%) are inclusively evaluated.
To pass this course (i.e. score 60 or over out of 100), the students must submit one clearly argued and stated essay, and one group project work on advertisement.

Textbooks and reference materials

Papanek, Victor (1971) "Design for the Real World: Human Ecology and Social Change" Pantheon Books.
Iyengar, Sheena (2011)"The Art of Choosing" Grand Central Publishing.
McLuhan, Marshall (1964) "Understanding Media: The Extensions of Man" McGraw Hill.
Will distribute the list of books at the orientation.

Prerequisites

Fundamental courses of information/product/service design, History of Design are recommended as prerequisites.
Experience in Adobe Illustrator and Photoshop will help.

Office hours and How to contact professors for questions

Mondays 15pm-16pm in Zoom. After class, write questions, or problems on a small sheet of paper and hand it to the Professor to be answered in the following week.

Regionally-oriented

Regionally-oriented course

Development of social and professional independence