Unit1
Unit 1: Introduction to Advertising
8 hrs- Understanding what advertising is.
- Study of advertising through a historical survey.
- Study of the origin of advertising.
- Study of the development of advertising.
Syllabus
6 units · 42 lecture hoursUnit2
Unit 2: Advertising as tool of Communication
6 hrs- Introduction and understanding of Indian aesthetics.
- Understanding the Indian historical perspective.
- Study of the origin and development of Indian aesthetics.
Unit3
Unit 3: Understanding Advertising Art
6 hrs- Understanding what Advertising Art is.
- Study of its development in human history.
- Study of different forms of Advertising Art.
- Understanding the relationship between Advertising Art and Visual Art.
Unit4
Unit 4: Study of behaviour of colour and usages
8 hrs- Understanding colour as visual perception.
- Study of the physics behind colour.
- Understanding spectral colour.
- Study of monochrome colours and duochrome.
- Understanding colour and light.
- Study of colours in shadow.
- Understanding the nature of colour and their psychological perception.
- Study of the usage of colour in advertising design.
Unit5
Unit 5: Typography
8 hrs- Study of the origin and development of typography.
- Study of different types of typography.
- Understanding text typography.
- Understanding display typography.
- Study of kinetic typography.
- Study of graffiti and calligraphy.
- Study of type design.
Unit6
Unit 6: Introduction to computer graphics
6 hrs- Introduction to graphic software.
- Study of vector-based software.
- Study of bitmap-based software.
- Understanding the role of anti-virus in digital work.
- Understanding file compression. Evaluation Methodology
- Written test
- Assignments
Course Objectives
- Advertising is a form of communication used to encourage or persuade an audience.
- The module introduces the concept of communication.
- Understanding advertising as a tool for communication is very important.
- Advertising art as an expression of thoughts, ideas, and communication needs to be understood.
- Understanding advertising art forms a solid foundation for the course. Desired outcome of the course
Course Outcomes (COs)
After completion of the course student will be able to:
- CO1Students will be able to understand the role of Advertising Art in communication and its impact on daily life. KL 2
- CO2Students will be able to establish the concept of Advertising Art. KL 2
- CO3Students will be able to acquaint themselves with Advertising Art from a liberal viewpoint. KL 2
- CO4Students will be able to comprehend the process and principles of advertising. KL 4
Previous Year Papers
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