Course Information

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Course Description:

This is a foundation course in advertising and graphic design. Students are challenged to combine foundation skills with conceptual thinking in order to develop creative solutions. Students develop the ability to communicate ideas visually through art direction, and verbally through copy-writing. Project-based assignments from concept through digital output challenge students to consider the relationship between the product, its’ target audience and marketing objectives. Students learn the importance of conceptual thinking, professional execution and presentation of their ideas. Students may work in teams on the concept, design and development process.
1 cl hr, 5 lab hrs, 3 cr

Course Objectives:

Instructional ObjectivesAssessment
For the successful completion of this course, students should be able to:Evaluation methods and criteria
Develop students personal creative process, verbal presentation and ability to solve a variety of advertising design problems.Students will demonstrate independent research, conceptual development and verbal presentation skills.
Further familiarize and broaden students knowledge of the visual and verbal design vocabulary.Through research, students will expand their knowledge of design masters while discovering their own visual and verbal approach.
Actively participate in objective critiques using critical thinking and knowledge of the overall campaign objective.Students will demonstrate the ability to give and take honest constructive criticism as it pertains to accomplishing the overall objective.
Seek the great ideas that lie beyond the initial mediocre solutions.Students will demonstrate the ability to generate multiple fully formed ideas and determine the most viable.

General Outcome:

General Education
Outcome covered
How the outcome is assessed
Oral Communication
Speaking: The student will demonstrate the ability to articulate himself using relevant industry-specific language
Evaluate through class discussion, critique, and /or written tests if students use appropriate nomenclature to defend creative, critical and technical decisions in project concepts and development.
Oral Communication
Listening: The student will demonstrate the ability to discern pertinent information from irrelevant information.
Evaluate how well students absorbed and consequently applied the learning though oral critiques of projects.
Thinking Critically
The student will demonstrate the ability to evaluate evidence and apply reasoning to make valid inferences.
Evaluate through class critique to determine how well students were able to advance their project concepts by applying evidence and using logic to make decisions.

Teaching & Learning Method

  • Lectures
  • Examples / Reference
  • Critiques
  • Formal Presentations

Suggested Text

The Cheese Monkeys – Chip Kidd
Designing Brand Identity

Attendance, Participation & Lateness Polices

Attendance is taken based on participation in online class sessions and course content. Lateness is if student arrives to online class sessions 15 minutes or later after start time.

If excessive, the instructor will alert the student that they may be in danger of not meeting the course objectives and participation expectations, which could lead to a lower grade.

Academic Integrity Standards

Students and all others who work with information, ideas, texts, images, music, inventions and other intellectual property owe their audience and sources accuracy and honesty in using, crediting and citation of sources. As a community of intellectual and professional workers, the college recognizes its responsibility for providing instruction in information literacy and academic integrity, offering models of good practice, and responding vigilantly and appropriately to infractions of academic integrity. Accordingly, academic dishonesty is prohibited in The City University of New York and is punishable by penalties, including failing grades, suspension and expulsion. More information about the College’s policy on Academic Integrity may be found in the College Catalog




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