Design & Communication Practices-III

• Advertising is a form of communication used to encourage or persuade an audience to take some action.
• This module introduces the concept of communication research in advertising.
• It builds understanding of the roles of copy-writers and art directors in the creative process.
• It introduces packaging technology as a communication and marketing tool.

After completion of the course student will be able to:

1. •Understand the role and methods of advertising research in developing creative strategy.
2. •Explain the process of copy-writing and its relationship with advertising art.
3. •Describe the role of the art director in effective visual communication.
4. •Understand the fundamentals of packaging technology, sustainability and branding trends.

TEXTBOOKS

1. William Wells, John Burnett & Sandra Moriarty, Advertising: Principles and Practice, Pearson.
2. Jim Aitchison, Cutting Edge Advertising, Pearson.
3. Giles Calver, What Is Packaging Design?, RotoVision.

Reference Books

1. Robyn Blakeman, Advertising Campaign Design, M.E. Sharpe.
2. Mario Pricken, Creative Advertising, Thames & Hudson.

Online Resources

1. https://www.adweek.com
2. https://www.thedieline.com (packaging design case studies)