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Theory of Advertising and Corporate Style
Major: Design
Code of subject: 7.022.01.O.005
Credits: 6.00
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor
Semester: 1 семестр
Mode of study: денна
Завдання: The task of the discipline is to prepare the student to:
- familiarization with the history of the development of advertising at different historical stages and in different countries of the world;
- familiarization with the main channels of advertising message transmission;
- familiarization with the psychological motives of the target audience;
- familiarization with the main advertising models for the development of advertising messages.
- mastering the regularities of step-by-step and methodical development of an advertising message;
- the ability to form components of an advertising message in the main types of printed and outdoor advertising;
- the ability to use the provisions of advertising theory in practice in the field of advertising design.
Learning outcomes: The main features of the advertising community, the mastery of the theoretical provisions of the visual advertising. The history of development by advertisements on the old historical stages and in the all lands of the world; main channels of transmissions of advertising coverage; awareness of the psychological motives of the target audit. The main advertising models of the distribution of advertising items.
Required prior and related subjects: Complex design (7.022.01.O.001) Typography and advertising design (7.022.01.E.024)
Packaging design (7.022.01.E.025) Multimedia design (7.022.01.E.023)
Main trends in the development of modern design (7.022.01.O.002) Prospects for the development of design and information environment (7.022.01.O.009)
Environment design.
Summary of the subject: The main methods and the principle of the formulation of the advertising design and the mastery of the leading practical methods of the formulation of advertising design are examined. To look at the special features of the formation, the form and development of advertisements. History of advertisements: Egypt, Greece, Rome, middle, XX century. The main functions of advertising. Classification of advertisements. Communicating characteristics of advertisements. Code of information for advertising information. Symbolism. Semantics in advertising. Classification of creativity. The main stages of the creative process of advertising advertising. Neuro-linguistic program. Psychological factor. Рsychology by advertising. Basic advertising models of advertising messages distribution. AIDA, ACCA, DIBABA. Psychological motives injected with advertisements for the target audience: rational, emotional and social. Advertising form. Advertising tone. Style with advertising. Advertising structure. Composition of advertising message. The slogan, the information block, the ex-phrase. Advertising company. Classification of advertising message. Аdvertising campaign. Brand. Significance to the brand and brand style in advertising. The main elements of the brand style: trademark, type name, logo, type block, type slogan type color, corporate hero, permanent community. Marketing goals of branding. Control of advertising activity. Tactful control. Additional indicators of trade activity. Strategic internal control. Sozhivatsko-suspension-sovereign regulation. Рhilosophy of consumption.
Опис: History of advertising. Egypt, Greece, Rome, the Middle Ages, modern times, the beginning of the 20th century. Features of formation, formation and development.
Theory of advertising. Advertising message. Purpose and subject of advertising. Main functions of advertising. Advertising classification. Communication characteristics of advertising.
Coding of advertising message information. Symbolism in the perception of objects and phenomena. Semantics in advertising. Characteristics of the process of developing advertising messages. Artistic factor in advertising. Creative. Conditional classification of creativity. The main stages of the creative process of developing an advertising message. Solving pictorial problems. Neuro-linguistic programming. Simple incentives.
The content of the advertising message. Psychological factor. Main levels of psychological impact of advertising. Basic advertising models for the development of advertising messages. AIDA, ACCA, DIBABA. Existential human needs Psychological motives of influence on the target audience: rational, emotional and social.
Task. Make an analysis of advertising models of five or six examples of outdoor billboard advertising Form of advertising message. The tone of the advertising message. A stylish advertising solution. Zokon Politsa.
The structure of the advertising message. Composition of advertising message. Slogan, starting point, information block, reference data, echo phrase.
Advertising company. Classification of advertising campaigns. Stages of advertising campaign.
Brand. Marketing goals of branding. Corporate style. The importance of brand and corporate style in advertising. Control of advertising activities. Tactical control. Auxiliary indicators of trading activity. Strategic intra-firm control. Consumer-social-state regulation. Consumer movement. Communication channels. Printed and outdoor advertising. Printed advertising: leaflets, booklets, information and advertising posters, prospectuses, catalogs, electronic-mechanical boards with a periodically changing image, three-dimensional branding, stationary panels on the exterior of buildings, firewalls, spatial structures, billboards, casatons. Stretch banners. Pad printing. Wide format printing. The process of developing printing and outdoor advertising media.
Advertising in the press. Advertising in newspapers, magazines, bulletins, catalogs, handbooks and textbooks. Circulation, region of distribution, frequency of publication and their influence on the type of advertising message. Screen advertising. Radio advertising. Studio video. Moving term. Demonstration of the trademark. Video clip. Cartoon video clip. Formatted radio channel. Computer advertising. Search systems. The main carriers of Internet advertising. Communication characteristics of Internet advertising. Advertising at exhibitions. The main types of fairs. Trade and industrial exposition. Organization of exhibition space.
Assessment methods and criteria: The course of lectures, practical classes and course graphic work are evaluated comprehensively. Current control of lectures (seminars) - 20%. Final control - tests, oral answers - 50%; presentation of an advertising idea, corporate design, abstract on the specified topic 30%.
Критерії оцінювання результатів навчання: During the semester, a student can earn 100 points for completing individual graphic tasks (auditory and independent work).
The course of lectures, practical classes and course graphic work are assessed comprehensively. Current control of lectures (seminars) - 20%. Final control - tests, oral answers, presentation of advertising design ideas - 30%, coursework - development of a system of signs and advertising images on the chosen topic - 50%.
Recommended books:
1. Ayzenberg. M. N. Menedzhment reklami. - M., 1.991. 2. Verkman D. K. i?ovarn'i?e znaki. Sozdaniye, psikhologiya, vospriyatiye. - M.: Progrese,1986. 3. Kotler. F. Osnovi marketinga. - M., 1992. 4. Kraft 3. Zashchitnaya marka. - Berlin, 1970. 5. Mentatov V. V. Obraz, znak, uslovnost'. - M.: Vnsshaya shkola, 1980. 6. Minayev G. Slogann novogo pokoleniya: s kril'i?shkami // Relkamnne idei - UYe8! 1998. 7. Mokshantsev. R. Y. Psikhologiya reklami. - Moskva, Novosibirsk, 2002. 8. Morozova Y. Slogaya slogann. M.: RIP-Kholding, 1998. 9. Pobedin V. A. Znaki v graficheskom dizoyne. - Khar'kov: Ranok Vesta, 2001. 10. Pocheptsov. G. G. Teoriya komunikatsiy. - K.: Spilka reklamistiv Ukrai?ni, 1996.. 11. Ramat Ye. V. Formirovaniye firmovogo stilya v sisteme marketingovikh kommunikatsiy //Marketing y reklama. 1998. № 5. S. 14-18. 12. Romat V. Ye. Reklama. - Sankt-Peterburg, Moskva, Khar'kov, Minsk., 2001. 13. Slogan: fundament reklamnoy kampanii // Reklamniye tekhnologii. 2000. № 8. S. 5-6. 14. Utevs'ka F. I. Nevmirushchi znaki. - K.: Veselka, 1981. 15. Yung. K. G. Arkhetip y simol. - M.: Renessans, 1991.
Theory of Advertising and Corporate Style (курсовий проєкт)
Major: Design
Code of subject: 7.022.01.O.007
Credits: 3.00
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor of DOA
Semester: 1 семестр
Mode of study: денна
Learning outcomes: Understand the rules of verbal and nonverbal communication in the field of advertising. Know the rules of formation of copywriting advertising texts. Be able to compose advertising stories, informational texts, blocks, slogans. Build advertising message codes based on an advertising idea that combines verbal font and illustrative image parts. Use scientific models of analysis and creation of advertising messages, which are dominated by visual art forms - texts, writing, fonts and associative static and dynamic images. To master the artistic and metaphorical method of forming an advertising image by means of graphic industrial and subject-spatial designs. Be able to make advertising design on the theme of a social event. Course work and course project is an advertising design that involves the development of such components of the advertising message as: event program, advertising booklet, brochure, flyer, information poster or poster, key frames for a video clip or animated clip, video clip, outdoor advertising in the urban environment, on the facades of houses, in the interior space, on transport and in the media space.
Required prior and related subjects: Light and color in design
Theory of advertising and firm style
Package design
Multimedia design
Summary of the subject:
The course covers the theory of verbal and nonverbal communication in the field of advertising. The methods of comprehension and formation of the advertising idea, of the advertising message, the regularities of composing advertising texts are studied. The regularities of creating advertising codes on the basis of verbal, written font and image information are traced. Understanding of advertising campaign and integrators, the concept of a single module - text and illustrative set of advertising elements. The interaction and interdependence of approaches in the artistic design of advertising objects in the urban environment, on the facades of buildings and structures, in interior spaces, on products, packaging, transport are considered. Verbal and non-verbal advertising in the multimedia space are considered. In the process of revealing the topic, the specifics of graphic and plastic design of the elements of the advertising message are revealed, which determines the effectiveness of advertising, depending on the chosen media. The transmigration of concepts, signs, images and symbols in the humanitarian, industrial, consumer and social spheres, which determine the nature of post-industrial design and advertising, is studied. The transformation of 2-D signs, fonts into three-dimensional plastic forms, logos, signs, dynamic font advertising is also studied. The role of texts and fonts in the formation of the code of the visual message in the advertising of popular art events, the fashion industry is revealed. Artistic features of the development of their own accident fonts in the field of advertising, for social and artistic events and corporate design for commercial enterprises. The practical part of the course is advertising design of cultural, artistic, political or any other social event, based on a combination of stylized fonts: headlines, slogans, advertising heroes, image of the product, according to the invented advertising plan.
Assessment methods and criteria: A course of lectures, practical employment and a course graphic design should be assessed comprehensively. Flow control of lectures (seminars) - 10%. General control - tests, messages, presentation of advertising design ideas - 20%, design of the systems signs and images - 70% by means of computer graphics.
Recommended books:
1. Hlavsa O., Wick K. Typographia. SNTL, 1975.
2. Eisenberg. MN Advertising management. - M., 1.991.
3. Verkman DK trade marks. Creation, psychology, perception. - M .: Progress, 1986.
4. Galishich R. Ya. Methodical instructions for the practical to take from the discipline "Typography" for masters of gas knowledge 0202 "Mystextvo" basic directly "Design", special graphic design (design of advertisements and visual communities). - P. 69. - Lviv 2008. Verkman K. Trademarks: creation, psychology, perception. M.: Progress, 1986.
5. Kotler. F. Basics of Marketing. - M., 1992.
6. Craft 3. Protective mark. - Berlin, 1970.
7. Mentatov VV Image, sign, convention. - M .: Vnshaya school, 1980.
8. Mentatov VV Image, sign, convention. - M .: Vnshaya school, 1980.
9. Minaev G. The slogan of a new generation: with krilishki // Relamnne ideas - YE8! 1998.
10. Mokshantsev. RY Psychology of advertising. - Moscow, Novosibirsk, 2002.
11. Morozova J. Syllable slogan. M .: RIP-Holding, 1998.
12. Pobedin V. A. Signs in graphic design. - Kharkov: Ranok Vesta, 2001.
13. Pocheptsov. G. G. Theory of communes. - К .: Spilka of advertisements of Ukraine, 1996.
14. Ramat E. V. Formation of firm style in the system of marketing communications // Marketing and advertising. 1998. No. 5. S. 14-18.
15. Rivke. T. shіgogіusgіon Sottipіcііon ZіshNes. - London, M.U., 1990.
16. Romat V. E. Advertising. - St. Petersburg, Moscow, Kharkov, Minsk., 2001.
17. Ruder E. Typography. M.: Book, 1982.
18. Slogan: the foundation of the advertising campaign // Advertising technologies. 2000. No. 8. S. 5-6.
19. Utevska F. І. Immortal signs. - K .: Veselka, 1981.
20. Jung. K. G. Archetype y symol. - M .: Renaissance, 1991.