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Advertising Design
Major: Environment Design
Code of subject: 6.022.03.E.090
Credits: 4.00
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor
Semester: 6 семестр
Mode of study: заочна
Learning outcomes: Realize the basic theoretical principles of advertising in the cultural space and practical design of the main elements of visual communication in printing and multimedia space; basic concepts and terms in advertising and advertising design; preparing students for the development of design and graphic tools used in advertising design; understand the role of symbol, sign and image in advertising design; understand the basic principles of artistic formation of elements of corporate style and advertising image; comprehensive understanding of the artistic formation of advertising and environment design and compose advertising texts in order to generate the code of the advertising message. Be able to perform project tasks related to advertising design and compose advertising texts in order to generate the code of the advertising message.
PRNV2.1. Understand the importance and meaning of pre-project research, analog analysis and be able to use the obtained results in the design of visual communications.
PRNV2.2. To take into account the needs of all categories of consumers when creating objects of visual communication.
PRNV2.3 Orient in a variety of modern software and hardware tools, use knowledge and skills of working with professional computer support.
PRNV2.4. Apply a complex artistic and design approach to create a holistic image of objects of visual communications.
Communication.
KOM1. Ability to communicate, including oral and written communication in Ukrainian and foreign languages (English, German, Italian, French, Spanish);
KOM2. The ability to use a variety of methods, including modern information technologies, for effective communication at the professional and social levels.
Autonomy and responsibility.
AiB1 Ability to adapt to new situations and make appropriate decisions.
AiB2 Ability to realize the need for lifelong learning in order to deepen acquired new professional knowledge.
AiB3 Ability to take responsibility for the work performed, make decisions independently, achieve the set goal in compliance with the requirements of professional ethics.
AiB4 Ability to popularize national and world cultural heritage, as well as promote manifestations of patriotism, national self-awareness and ethno-cultural self-identification.
АиВ5 Ability to form environmental consciousness and personal culture, to apply ecological principles in life and professional activity.
Required prior and related subjects: Basics for the design of visual communications;
Drawing, painting, part 1, 2, 3;
Basics of advertising design;
Basics of composition and art of form, part 1, 2;
History of art, architecture and design, part 1,2;
Design, part 1,2.
Summary of the subject: Previous disciplines
Fundamentals of environment design
Basics of visual communications
Drawing, painting, part 3, 4
Related and subsequent disciplines
Interactive design
Psychology of design
Theory of communications in mass culture
Assessment methods and criteria: A course of lectures, practical employment and a course graphic design should be assessed comprehensively. Flow control of lectures (seminars) - 20%. General control - tests, messages, presentation of advertising design ideas - 30%, design of the systems signs and advertising images of the selected topic - 50%.
Recommended books: 1. Verkman D. K. Tovarnyye znaki. Sozdaniye, psikhologiya, vospriyatiye. – M.: Progress, 1986. 2. Kening T. Psikhologiya reklamy (per. s nemetskogo). M., 1925, - 271 s. 3. Koveshnikova N. A. Dizayn: istoriya i teoriya. Izdatel'stvo: OMEGA-L, GRUPPA KOMPANIY, 2007. 4. Kotler. F. Osnovy marketinga. – M., 1992. 5. Kraft Z. Zashchitnaya marka. – Berlin, 1970. 6. Lavrent'yev A. N. Istoriya dizayna. Ucheb. posobiye dlya vuzov. — M.: GARDARIKI, 2007. 7. Lebedev A.N. Zigzag udachi ili tochnyye tekhnologii? Psikhologicheskaya ekspertiza naruzhnoy reklamy: problemy i metody. Reklamnyy mir, №8(47), 1996. 8. Lebedev A.N. Psikhologiya rossiyskoy reklamy: a nuzhen li reklamistu potrebitel'? Marketing i marketingovyye issledovaniya v Rossii, №1, 1996. 9. Lebedev A.N., Bokovikov A.K. Eksperimental'naya psikhologiya v rossiyskoy reklame. M., Akademiya, 1995, - 144 s. 10. Lindsey P., Norman D. Pererabotka informatsii u cheloveka. M., Mir, 1974, - 550 s. 11. Manuylov M.A. Psikhologiya reklamy. M., Gostekhizdat, 1925, - 36 s. 12. Mentatov V. V. Obraz, znak, uslovnost'. – M.: Vysshaya shkola, 1980. 13. Mokshantsev. R. I. Psikhologiya reklamy. – Moskva, Novosibirsk, 2002. 14. Pobedin V. A. Znaki v graficheskom dizoyne. – Khar'kov: Ranok Vesta, 2001.
Advertising Design (курсовий проєкт)
Major: Environment Design
Code of subject: 6.022.03.E.092
Credits: 4.00
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor
Semester: 6 семестр
Mode of study: заочна
Learning outcomes: Know the types of communication that are realized through verbal and nonverbal information forms in order to effectively transmit and receive information. Understand the semantic methodology of classification of sign-image communication system and its expression in the design of visual communications in the compositional construction of the image. To find out the peculiarities of the significance of the phenomenon of mass communications in the development of material culture. Consider the communicative characteristics of design objects. Trace the patterns of formation, in the context of graphic and environment design, signs of visual communication, identification and navigation. Identify patterns of influence of artistic design on the environment of graphic and subject-spatial systems. Identify the mechanisms of influence of the factor of visual communication on the formation of the design of the subject environment. Understand the visual-communicative and artistic-compositional features of the formation of graphic design objects and environmental design. Know the specifics of visual communication channels, the advantages, disadvantages of information barriers and the main types of design that provide effective social communication. To be able to comprehensively comprehend and form a design that reaches the contact of the addressee by means of visual communication. To form a sign, figurative and symbolic system that is optimally adapted to multimedia, printing and advertising communication channels.
Required prior and related subjects: Basics for the design of visual communications;
Drawing, painting, part 1, 2, 3;
Basics of advertising design;
Basics of composition and art of form, part 1, 2;
History of art, architecture and design, part 1,2;
Design, part 1,2.
Summary of the subject: The object of study is the symbolic, figurative and symbolic structure of visual communication in mass culture. The method of considering the subject of communication theory is a combination of methods of social, marketing, advertising and communication and artistic and compositional analysis. Visual communication is a global phenomenon of formation of social production and consumer values that determine the level of material culture, and determines the nature of visual communications design, design of subject-spatial environment of the city, interiors of public buildings, outdoor advertising, shop windows, installations and exhibitions. The development of mass culture and mass art, their main types and their dependence on the factor of visual, verbal and artistic communication are considered. Sign indexes, iconic signs and symbols are studied from the standpoint of the theory of semantics. Psychological factors influencing effective communication are considered: attention, curiosity, desire and action and the main principles of the gestalt of a holistic image of artistic formation. They determine the nature of both communication and graphic and subject-spatial designs. Artistic and compositional factors of communication in mass art are considered in detail, such as: hierarchy of visual influence, conciseness, rhythm and contrast, metaphor, which, at the same time, are determining factors in the formation of graphic and environmental design. The phenomenon of artistic communication is traced, which is the main criterion of design and development of material culture in the global information infrastructure of post-industrial society. The practical part of the discipline is the design of an information booklet, program, poster and web page for a social or commercial event.
Assessment methods and criteria: A course of lectures, practical employment and a course graphic design should be assessed comprehensively. Flow control of lectures (seminars) - 20%. General control - tests, messages, presentation of advertising design ideas - 30%, design of the systems signs and advertising images of the selected topic - 50%.
Recommended books: 1. Gudman N. YAzyki iskusstva i podkhod k teorii simvolov. - Kompaniya Bobbs-Merrill, INC. Dochernyaya kompaniya Howard W. Sams & Co., Inc. IZDATELI: INDIANAPOLIS, N'YU-YOBS, KANZAS-SITI. - 277 s.
2. Otto G. Okvirk Robert E. Stinson Filip R. Vigg Robert O. Boun Devid L. OSNOVY ISKUSSTVA: TEORIYA I PRAKTIKA, 1998, - S. 104-106.
3. Bern Erik. Igry, kotoryye igrayut v lyudey. - Litur, 2001. - 576 s.
4. Bodriyyar ZH. Sistema veshchey. M .: Rudomno, 2001. - S. 177-212.
5. Bodriyar Zhan. Simulyakri i simulyatsiya / Per. z fr. V. Khovkhun. - K .: Vid-vo Solomii? Pavlichko "Osnovi", 2004. - 230 s.
6. Verkman D. K. Tovarnyye znaki. Sozdaniye, psikhologiya, vospriyatiye. - M .: Progress, 1986.
7. Gadamerkh. KH. Aktual'nost' prekrasnogo. - M .: Iskusstvo, 1991. - S. 288.
8. Gofman I. Analiz freymov: esse ob organizatsii povsednevnogo opyta. - M .: Institut sotsiologii RAN, 2003. - 752 s.
9. Igry i lyudi. Stat'i i esse po sotsiologii kul'tury / Rozhe Kayua; Sost., Per. s fr. i vstup. st. S. N. Zenkina. - M .: OGI, 2007. - S. 43-49.
10. Karl Gustav Yung, Erikh Noymann. Psikhoanaliz i iskusstvo. - M .: Refl-buk, Vakler, 1996. - 304 s.
11. Kassirer Ernst. Filosofiya simvolicheskikh form. Tom 2. Mifologicheskoye myshleniye. - M .; SPb .: Universitetskaya kniga, 2001. - S 120.
12. Kozlovski P. Kul'tura postmoderna: Obshchestvenno-kul'turnyye posledstviya tekhn. razvitiya: Per. s nem. - M .: Respublika, 1997. - S. 15-18.
13. Kotler. F. Osnovy marketinga. - M., 1992.
14. Kraft Z. Zashchitnaya marka. - Berlin, 1970.
15. Lavrent'yev A. N. Istoriya dizayna. Ucheb. posobiye dlya vuzov. - M .: GARDARIKI, 2007.
16. Lidvell U., Kholden K., Batler Dzh. Universal'nyye printsipy dizayna Per. Moroz. - SPb: Piter, 2012. - S.132, 160.
17. Lindsey P., Norman D. Pererabotka informatsii u cheloveka. M., Mir, 1974, - 550 s.
18. Mamardashvili A., Pyatigorskiy A. Simvol i soznaniye. - M .: Shkola, 1997. - 288 s.
19. Manuylov M.A. Psikhologiya reklamy. M., Gostekhizdat, 1925, - 36 s.
20. Mentatov V. V. Obraz, znak, uslovnost'. - M .: Vysshaya shkola, 1980.
21. Mitchell U. Dzh.T. Ikonologiya. Obraz. Tekst. Ideologiya / Per. V. Drozd. - Yekaterinburg: Kabinetnyy uchenyy, 2017. –240 s.
22. Morris CH.U. Osnovaniya teorii znakov // Semiotika. Sbornik perevodov. Pod red. YU. S. Stepanova. - M .: Raduga, 1982. - S. 37-89.
23. Panofskiy E. Smysl i tolkovaniye izobrazitel'nogo iskusstva. Stat'i po istorii iskusstva. - Sankt-Peterburg, 1999. - S. 46-65.
24. Pirs CH.S. Chto takoye znak? // Vestn. Tomskogo gos. un-ta. Ser. Filosofiya. Sotsiologiya. Politologiya, 2009. - № 3 (7). - S. 88–95.
25. Pobedin V. A. Znaki v graficheskom dizoyne. - Khar'kov: Ranok Vesta, 2001.
26. Utevs'ka F. I. Nevmirushchi znaki. - K .: Veselka, 1981.
27. Khiz Dzh., Potter E. Bunt na prodazhu. - M .: Izdatel'stvo «Dobraya kniga», 2007. - 456 s.
28. Eko U. Otsutstvuyushchaya struktura. Vvedeniye v semiologiyu. - TOO TK «Petropolis», 1998. - 432 s.
29. Yung, K.G. Simvoly transformatsii. - M .: AKT, 2008. - 731 s.