The Ad Studio: Fall Semester Syllabus

The Ad Studio Fall 2014

GrD 4350
ADVERTISING IN GRAPHIC DESIGN

CRN #81417
468 Studio
Stan Anderson, Coordinator, Associate Professor of Graphic Design
Monday/Wednesday 2:30-5:20p
Office 362 / Hours 10-11:00a M/W (or by appointment)
stananderson@gsu.edu

404-543-4086 cell

www.TheAdStudio.blogspot.com

Everything is Advertising.

Everything. Who. What. When. Where…and Why Should I Care?

The Course Description:

Graphic Design through Advertising. Prerequisites: GrD 3200 with grade of C or higher, and consent of graphic design coordinator or instructor. Applications of graphic design in advertising in a studio problem-solving format; collaboration and art direction on creative teams; visual marketing concepts; campaign development, copywriting; development of presentation skills. Lab Fee: $20.00. 3.000 Credit Hours.

Overview of the Course:

Advertising for Graphic Design is designed to create an atmosphere of where the academic world meets the professional world. This particular course is geared more towards the professional corporate world than smaller design studios or independent creative businesses. Throughout the semester each designer is expected to grow not only from the work created individually in the design studio but also to grow from listening to “those in the know” and to be affiliated with the larger graphic design corporate world. You will have the rare opportunity to hear and learn from individuals who have had great success in their working and professional lives. Those professional stories will be their own however, you will be able to ask questions and relay situations that you perhaps have already encountered as a graphic designer. Graphic Design Thru Advertising teaches students to create advertising that is a relevant catalyst in an industry that is constantly evolving and redefining itself. This course emphasizes the definition of target audience, marketing objectives, and the development of projects from creative briefs to finished comps. You will learn to create conceptually strong advertising from a defined marketing and communications strategy and work with real agency-client situations. The primary goal is to develop strong concepts with a thorough understanding of art direction. Problem solving techniques, time management, concept editing skills, copy writing, collaborating in teams and conceptual creativity will all be emphasized.

NOTE: If it is so deemed, you might work with several real clients in the professional world. It is imperative that each of you take this seriously and perform as professionals. You must show up on time for all conference calls and create work that will meet the quality and standards of our program at GSU. This is a great chance to make connections outside the classroom. It is also another chance to increase the visibility of our graphic design program in the main stream world of graphic design and advertising.

The Advertising Process:

Interview people in the advertising business. Ask questions and read about it as much as you can. Learn as much about case studies from companies and individuals who have decided to re-brand themselves and their company and discover what the impetus for that change was for them and was it successful. Individual design and creative teamwork will build on your ability to collaborate with other designers yet remain faithful to your own individual work and ethical standards. Collaboration requires the development of leadership skills, communication and teamwork. Study visual concepts and learn how to solve advertising problems. Learn to develop critical faculties and basic presentation skills, and gain insight into techniques for producing advertising concepts. The role of an advertising agency will become evident as you begin to work on assignments.

Branding:

This course will review the definition of “brand” and how advertising affects a client & their brand. Several case studies will be explored, and projects will emphasize the importance of brand message through audience, tone, copy and visuals.

Copy Writing:

Advertising is married to copy writing. Brands are recognized by the tone of their copy. Your assignments serve to reinforce the importance of presenting information clearly, provocatively and memorably. You will learn how to define sophisticated and diverse marketing problems, work from a strategy, develop a concept and pay it off with copy.

Typography and Style Guides:

This course provides an introduction on the use of type in advertising. It offers a comprehensive view of the importance of type and how it is used to brand and individualize specific products and its services. Emphasis is on branding and legibility. This semester designers will be working with various graphic design clients and expected to give professional presentations to clients; legal and ethical observations as they relate to the field of advertising and marketing. Many times the client will already have a style guide that strictly enforces the use of certain typeface families. It is important to remember this when working alongside any client.

NUTS AND BOLTS OF THE COURSE:

The Assignments:

Assignments focus on a wide variety of problem-solving exercises that will encourage experimentation and individual creativity. Research outside the classroom is encouraged as part of the whole creative process. Learning how to discuss your projects, from concept to completion, prepares you for when you are called into a professional environment.

The Critiques:

These will become more and more important as you move through the semester.

Critiques are scheduled with adequate time given to complete the work. Each designer is expected to discuss his or her work with professionalism and to present their work as if they were doing so in front of a client. Learn to discuss your work more thoughtfully. Think about what you are trying to verbally and visually communicate. Each designer must learn to “sell” his or her projects by demonstrating strengths. If you lack confidence in discussing your work, you need to practice prior to your presentation on peers, colleagues and family. Your delivery can often affect the way your work is accepted. Everyone is expected to participate in all announced critiques and guest lectures. Learning to verbalize your concepts and offer constructive criticism is essential to successful art direction. It builds the necessary skill set needed to interview, present creative, and sell creative successfully. Vocal participation is an important part of your overall success in this class. If you don’t show up for a final critique all the work you’ve done up until that point is for nothing because you will not be given a second chance at that particular project. Stop hiding behind others and step out front and let your voice be heard.

Once the critique has begun the door will be locked and you will be counted as absent thereby receiving an “F” on the project. If you are working within a team, the team will be allowed to move forward without your participation. No exceptions.

The Deadlines:

Assignments will have sufficient time allotted in order to complete graphic design. Designers are expected to conduct Q&A sessions. Clients during this course will include many professionals from the private and corporate sectors of the regional, national and international graphic design industry. In working with clients you cannot miss any deadlines. The Instructor reserves the right to move deadlines at their discretion if the Instructor feels the class is not prepared for a critique or deadline on the calendar.

The Class Participation of Design Majors:

When you are inside the studio working during the class period it is expected that you be working on the projects from that class…not another class. Even if you have completed the project for the class you are in you should still be investigating and researching for that class and what might be ahead. You can always do revisions as well.

Absolutely NO work from any other class will be allowed to take place inside the classroom.

If you are caught working on projects from another class or Instructor you will be asked to leave and it will count as an absence. No exceptions. This is a black and white issue as it has been abused in the past and will not be tolerated further.

Please do not schedule Club/Fraternity/Sorority/Band/Sports/Internships during the hours of this class.

The Blogs:

These web blogs belong to you but with focus on this particular class. Please refrain from putting up information that is non-related to the class. No personal information is allowed on the blogs. If you already have a website prior to this class, then you should prepare yourself to create a specific place where you will put work for this course. You may wish to create a new site just for this class. Other outside academic work for other classes is permitted on your site; however, this particular site belongs ONLY to this course and cannot be used in conjunction with other classes or instructors. Please adhere to all rules and etiquette with regards to use of images on your site. Please always give credit and respect to those you include on your site. No profanity or any adult content permitted on these course blogs. This is part of your academic experience. Please write about your experiences of creating work and even try to photograph the process for others to see as well as archiving your academic experience.

SIDE NOTE: Please remember that Graphic Designers usually do not design for other graphic designers. The honest fact is that most designers ever get a chance to design for other designers. Furthermore graphic designers are considered seriously lucky if they even get a chance to work with an individual who even understands what their design process actually involves. Designers usually design for a mass audience not individuals. Designers usually work in tandem with copywriters, musicians, producers, CEO’s, Presidents, marketing and advertising executives as well as many other individuals in a corporate environment. Designers are usually only a part of the collaborative creative team. This semester each designer inside this course will be given the chance to work within a collaborative team as well as individually.

The Course Objectives:

1. Gain an understanding of what it is like to work as a graphic designer in the world of advertising and marketing while building a portfolio of work for yourself.

2. Exposure to working professionals from various support fields auxiliary to the design field.

3. Familiarization with the client designer direct relationship, and ethical practices.

4. Practice and improve presentation skills as well as conceptual and copy writing skills.

5. Familiarization with terms used in the advertising arena.

6. Exposure to marketing and social media concepts as they relate to the field of advertising.

7. Learn to balance a project’s creative scope with the realities of production techniques.

8. Develop a firm understanding of a project workflow from concept through delivery.

9. Work directly with a modern “design client” on a project that will be showcased.

Designer Attendance Policy:

Class attendance is required. Each three (3) unexcused absences will result in the lowering of the final grade by one letter grade. Failure to come to class with adequate materials for producing work will result in a recorded absence for that day. Failure to arrive on time will be recorded as half an absence, so for example, arriving late to class twice during the term will be recorded as one absence. Similarly, leaving class early will be recorded as half an absence.

Roll will be taken at the beginning of each class. Information missed due to tardiness or absence will be the responsibility of the student. Absences may be excused due to illness, religious holidays or other extreme circumstances as defined by the University, but it is the student’s responsibility to notify the instructor and to give a written excuse as required by the University. Refer to the Undergraduate Catalog for other relevant information regarding absences.

Design majors cannot make below a C on any of their major classes. It's the same as failing the class. Students who do not pass this course are not permitted to sign up for a "Special Problems" class with the same Instructor's class they did not pass with the grade of a "C" or higher. You can request another Graphic Design full time Instructor to work with you to make up those 3 credit hours. It is of their choice whether they have the time to work with you independently. The Special Problems classes are not seen as classes to "make up work" from another class the student did not pass. These classes are on the books so that students can increase their productivity and explore new areas of their major....not to make up work from classes they did not pass.

It is encouraged that if any student does not pass a class in their selected major that they venture outside their own discipline (textiles, painting, printmaking, photography, etc.) to make up the needed hours to graduate.

Designers who fail to attend the first week of class will be dropped. Attendance during all classes is mandatory. This is your major and you should take it seriously.
*Read this section again so we are on the same page. You are responsible for any material missed due to any absence regardless of excused or not.

*No credit (“F”) will be given for work turned in after its due date or critique or client meeting. Designers must provide an email address and phone number where you can be reached in the event that the instructor must contact you. Each designer will be responsible for checking email and course blog each day before class begins.

Cell phones, Internet, Ipods, Texting Policy:

Absolutely NO ipods/music/earplugs can be used inside the studio. No phone calls or text messages inside the studio. Designers should turn off your cell phones prior to entering the studio. If you need to use the phone you can excuse yourself and leave the design studio. No Facebook, No Instagram and No Twitter unless this is part of a project for a client.

You are NOT permitted to look at movie sites such as Hulu/YouTube/Vimeo in order to watch movies during studio hours. If designers need to research a client or project then you have permission to visit those sites. I have no problem asking any designer to leave studio for the day if designers are caught looking at websites that I considered non course-related. If design majors are asked to leave the studio then it will be counted as an absence for that day.

Please do not make phone calls or accept phone calls in class. You can step outside into the hallway.

Disruptive Policy:

Disruptive student behavior is student behavior in a classroom or other learning environment (to include both on and off-campus locations), which disrupts the educational process. Disruptive class* behavior for this purpose is defined by the instructor. Such behavior includes, but is not limited to, verbal or physical threats, repeated obscenities, unreasonable interference with class discussion, making/receiving personal phone calls, text messages or pages during class, excessive tardiness, leaving and entering class frequently in the absence of notice to instructor of illness or other extenuating circumstances, and persisting in disruptive personal conversations with other class members. For purposes of this policy, it may also be considered disruptive behavior for a student to exhibit threatening, intimidating, or other inappropriate behavior toward the instructor or classmates outside of class.
www2.gsu.edu/~wwwdos/wordFilesEtc/A_Disruptive%20student%20Conduct%20in%20the%20Classroom%20or%20Other%20Learning%20Environment.pdf

Academic Honesty Policy:

By taking this advertising course each designer is consenting to the University’s policy on academic honesty published in The Undergraduate co--curricular Affairs Handbook. Please read and the section on plagiarism and understand how it relates to images and words used in your design projects. If this is not clear, speak to instructor.

Non-Discrimination Policy:

Georgia State University stipulates that no person in the United States shall, on the grounds of race, color, sex, religion, creed, age, sexual orientation, gender, disability, or national origin, be excluded from employment or participation in, be denied the benefits of, or otherwise be subjected to discrimination under any program or activity conducted by Georgia State University or any of its several departments now in existence or hereafter established.

Disabilities:

Will only be accommodated with a letter from the Office of Disability Services. This letter is not retroactive.

Sexual Harassment Policy Statement:

Sexual harassment of any member of the university community is prohibited and will subject the offender to possible disciplinary action after compliance with due process requirements. Sexual harassment is also prohibited by the University System of Georgia and by state and federal law

Email:

Information regarding assignments, schedules, and other course-related matters will be sent to your GSU e-mail address. You are responsible for checking your GSU e-mail account. When e-mailing the instructor, please put your reason for contacting me in TITLE in the subject line of your e-mail.

Recommended Books:

Advertising By Design: Robin Landa
Ogilvy On Advertising: David Ogilvy
Hey Whipple, Squeeze This: Luke Sullivan
How Brands Become Icons: Douglas B. Holt
The Tipping Point: Malcolm Gladwell
Advertising Age
Communication Arts
Lürzerʼs Intʼl Archive
Creativity
How
Print
CYMK
Wired
-Graphic Artists Guild Handbook: Pricing & Ethical Guidelines (Graphic Artists Guild Handbook: Pricing & Ethical Guidelines) (Paperback) by Graphic Artists Guild (Author); 352 pages, ISBN-10: 0932102131, ISBN-13: 978-0932102133
Graphic Artists Guild Handbook: Pricing & Ethical guidelines, 12th Edition is the industry bible, containing information all graphic artists and their clients need to buy and sell work in a totally professional manner. This edition has been revised and updated to provide all the information you need to compete in an industry moving at lightning speed.

Disclaimer: The advertising syllabus provides a general plan for the course; deviations may be necessary and up to the Instructor. Designers will be advised accordingly.

TENTATIVE GRADING RUBRIC:
PROJECT 1: SELF PROMOS (2 AD POSTERS) 5PTS EACH -10 TOTAL
PROJECT 2: CLIENT #1 AJMF POSTERS (2 AD POSTERS) 5 PTS EACH -10 TOTAL
PROJECT 3: MOVIE REDEUX PROMO POSTERS (2 AD POSTERS) 5 EACH -10 TOTAL
PROJECT 4: PSA CAMPAIGN (PSA VIDEO AND 2 POSTERS) -10 TOTAL
PROJECT 5: CLIENT #2 CNN HLN PROJECT- 20 TOTAL
CLASS PARTICIPATION/CRITIQUES: 10 TOTAL
BLOG AND BLOG ASSIGNMENTS: 10 TOTAL

SKETCHBOOK PROJECT: 10 TOTAL
IN- CLASS PROJECTS: 10 TOTAL

http://registrar.gsu.edu/academic-records/grading/cumulative-grade-point-average/

			Assignments and Grading- Advertising 2014 There will be two grades that are averaged together for each assignment. One grade is your concept for the assignment. The other grade is for the production/completed design. Those two will be averaged together to give you the final grade percentage for each assignment. See below. A/C+ ( Example of Concept /Finished Design ) Project 1: 10% Self Promo #1 5% Self Promot #2 5% Project 2: 10% TV/Movie Promo #1 5% TV/Movie Promo #2 5% Project 3: 10% AJMF Poster #1 5% AJMF Poster #2 5% Project 4: 20% PSA Video 10% PSA Print 10% Project 5: 10% The Sketchbook Project 10% Project 6: 20% Atlanta Streetcar Video 10% Atlanta Streetcar Print & Collateral 10% Project 7: The Blog/Web/Tumblr 10% Project 8: Class Participation/Critiques/Tardiness/Absences: 10% Total: 100% for Semester Total: 100% for Semester Grading Rubric A+ 4.30 10 pts A 4.00 9 A- 3.70 8 B+ 3.30 7 B 3.00 6 B- 2.70 5 C+ 2.30 4 C 2.00 3 C- 1.70 2 D 1.00 1 F 0.00 0 A + 98-100 4.30 A 93-97 4.00 A- 90-92 3.70 B+ 87-89 3.30 B 83-86 3.00 B- 80-82 2.70 C+ 77-79 2.30 * Note there is no longer C- C 70-76 2.00 D 60-69 1.00 F below 60 0.00 WF 0.00 IP 0.00

2014 POSSIBLE CLIENTS:

This semester you might be working with clients who are taking time out of their professional lives to work on a specific project with you and in doing so it is expected that you conduct yourselves in a professional manner. How you perform on the projects is not only a reflection of your own work ethics but also the reputation of the professor, the department and the University. There are absolutely no excuses when you work with clients. You don’t get a chance for a “do-over” or additional work or time on the project.

Client Assignment #1

AJMF (Atlanta Jewish Music Festival)

(Individual Project)

This will be the 4^thyear of GSU Designers creating poster concepts for this amazing organization. Matthew Phjejadla (2013),Anna Masuwaza (2012) and Mario Reid (2011)

This will be the first client project for the semester and the founder Russell Godshalk will be present to give the assignment in person and will return at the end to critique the work before deciding on the design for 2015. The poster that is chosen will be silkscreen in limited edition and sold at the festival. The designer chosen will receive $200 and I will match that amount.

The silkscreens will be signed and numbered by the designer chosen and PR to that designer on the Ernest G. Welch School of Art & Design website as well as the College of Arts & Sciences website.

#2 Assignment
The PSA (Public Service Announcements) Videos and Posters
Ad Council Sponsored (Individuals)
Stop Bullying: Bullying.org
Stop Texting and Driving: http://stoptextsstopwrecks.org/#home
The Trevor Project: http://www.thetrevorproject.org/
Stop Gun Violence: http://csgv.org/

#3 Assignment
You are The Ad: Creating a set of designs that can be mailed to your previous internship partners that will remind them of the time you spent with them and upon graduation that they will seek you out for full time employment. It’s a “leave behind” of sorts…a kind reminder of who you are and what they’re missing while you’re finishing your degree.

#4 Assignment
The Sketchbook Project:                                                                                            Selected Topics for this well-rehearsed book that depicts a specific time in your life. To be completed by Midterm.

#5 Assignment
Season Premiere Promotional Ads
Select from a group of returning shows on Cable/Hulu/Netfix and advertise their return using unconventional or traditional advertising methods.

1 - Tentative Client Assignments
Tweeds: Men’s Shop on the Westside
TWEEDS began as a simple idea... to create an environment that welcomes guys to shop, socialize and build their personal style from every angle. An equal mix of curation and friendly council, TWEEDS is a place focused on individual needs. Allowing clients to define themselves, learn, and stand apart. With products from shirts to shoes, pens to pocket squares, and bags to BBQ rubs, TWEEDS is more than a men’s shop - it is a trusted guide and outfitter for a well-woven life. We source the finest clothing, accessories and goods - manufactured with functionality, durability, and purpose in mind. TWEEDS carries numerous American made products, but keeps an overarching focus on handmade quality from shops, studios and craftsmen across the globe. We foster functional heirlooms with timeless design that will look, work, and wear well for years to come

2 - The Printed Book: The Blurb Book Project
Each of you will create a published book through the auspices of Blurb. The work should be about your design life or your designs or things that affect your design. It could very easily be turned into a companion piece for your leave behind during your senior portfolio class that will be presented at your exit review in the spring.

This minimum 20-page printed book will demonstrate your engagement with design and art or aspects of such. It can be geared towards music, fashion, fine art, illustration, photography, documentary narratives, etc.
http://www.blurb.com/book-reviews/timothy-archibald?utm_source=rsp&utm_medium=email&utm_content=dt:080414_tp:in_st:act_lo:en-US_jr:1160&utm_campaign=all_naps#begin.

3 - Design Philosophy Video Portrait
Who you think you are and how you are perceived. A year ago you were asked to introduce yourself with a set of designs that told us who you were with work from your past. Now, you are being asked to state what you want for yourself ahead.

You will create a double-page spread with two images and some text. The composition is up to you. You will create a self-portrait of yourself in your element. It must be a photograph of some kind. Then you will have another member of your class interview you and ask you a set of questions of their choice. Then, after that interview they will compose a photograph taken by them, art directed by them, of you.

Both photos will appear on the double-page spread along with their interview and their composition. It will be a double-page about you created by the other designer. The only part you will play is that you will create a portrait of yourself in your element to be given to the other designer to use in their layout and their own photograph.

Non Profit Organizations:

http://tietheknot.org
http://www.feedprojects.com/feedusa_target
http://feedingamerica.org

http://www.forthekid.org

http://www.diningoutforlife.com

http://www.netsforlifeafrica.org

http://padv.org

http://drawchange.org

http://thewaterproject.org