Typography and Advertising Design

Major: Design
Code of subject: 7.022.01.E.024
Credits: 4.00
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor of DOA
Semester: 2 семестр
Mode of study: денна
Мета вивчення дисципліни: The aim of the discipline is to get acquainted with the main theoretical provisions of the functioning of advertising in the cultural space and to understand the role of advertising texts and typography in the formation of an advertising message. Learning the theoretical and practical provisions of the formation of an advertising image based on verbal-textual and illustrative-pictorial visual series. Using the example of a specific advertising task, create an effective visual communication design.
Завдання: familiarization with the theory of the formation of an advertising message by means of design: - familiarization with the main ways of forming an advertising narrative; - to be able to formulate an advertising idea according to the assigned project task; - mastering the regularities of step-by-step and methodical development of an advertising message based on a textual and visual idea; - the ability to form components of an advertising message in the main types of printing, outdoor advertising and multimedia advertising; - the ability to use the provisions of the principles of wording of texts, typography and illustrative series in practice in the field of advertising design.
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: Advertising theory and corporate style, Prospects for the development of design and information environment, Packaging 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.
Опис: The purpose of the theoretical course is to learn the theoretical provisions of the formation of an advertising message, both in textual and symbolic form, and their combination. Advertising strategy design. Methodological approaches in creating the concept of an advertising message (product). Criteria for comprehensibility of the advertising message. Product discourse — textual and illustrative information. Advertising text and copywriting. Construction of advertising texts. Peculiarities of compositional spatial and temporal placement of semantic logical and metaphorical components - construction of advertising text. Verbal-textual narrative is the basis of the advertising message code. Advertising texts of the informational type, representing the primary demand, texts that carry the motive of the argument, advantage as the main verbal and visual-artistic image, texts, the content of which reminds of a commercial or social phenomenon that needs to be implemented. Business ethics and copywriting. Pronunciations for composing advertising texts: decency, plausibility, quality, efficiency. Properties of advertising texts - visibility, interest, emotionality, self-interest, memorability. Advertising narrative and advertising idea in verbal and textual components of mass communication. A detailed description of advertising message ideas, as a way of composing advertising stories and as a project task in the form of sketch searches for advertising design. The advantages of the product, the conformity of the consumer's understanding of the idea, curiosity, adaptability to various artistic forms of expression and, to media carriers, perspective and competitiveness. Practical training. Mastering theoretical provisions in the field of advertising design and being able to float the code of an advertising message by means of graphics, photography and animation based on text, typographic and illustrative series. Place advertisement. Advertising design of the representation of a specific geographical or cultural location. Advertising design with artistic and figurative, typographic and iconic means of popularizing the country, region, city, village, mountain, river, lake, reserves, parks. Design object selection. Justification of socio-cultural and commercial necessity. Specification of the technical task. Forming a project task according to the requirements of the specifics of advertising design. Development of a system of signs for identification, orientation, pictorial symbols and adaptation of graphic systems in the geographical and artificial object-spatial and virtual environment of the selected object. A short essay on the topic of socio-cultural, production-consumer content on a selected topic for advertising design. Identify, justify and visualize primary and secondary symbolism, come up with metaphorical artistic images, archetypes of myth-making, in particular, in folk art in decorations and ornaments. To offer variants of their representations in an understandable, for the subcultural space of the target audience, symbolic and figurative form of an advertising message. Based on the mythologizing of the topic, create an advertising narrative and describe in detail the advertising idea and the main sign-image-symbolic structures of mass communication and the intended means of graphic design for their implementation. Preparation for the control work.
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.
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. 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.

Typography and Advertising Design (курсовий проєкт)

Major: Design
Code of subject: 7.022.01.E.026
Credits: 4.00
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor of DOA
Semester: 2 семестр
Mode of study: денна
Мета вивчення дисципліни: The aim of the discipline is to get acquainted with the practical provisions of the functioning of advertising in the cultural space and to understand the role of advertising texts, typography, and iconic illustrative series in advertising design. Using the example of a specific project task to create an effective design of advertising communication for an artistic event - theater, performance. -implementation of effective means of advertising communication in the project. Mastering the practical principles of creating advertising texts and artistic images. To know the mechanisms of the visual and psychological influence of advertising media on the consumer in the field of cultural and commercial activities.
Завдання: - familiarization with the theory of advertising message formation by means of design: - familiarization with the main ways of forming an advertising narrative, creating an advertising article; - to be able to formulate an advertising idea according to the assigned project task; - mastering the regularities of step-by-step and methodical development of an advertising message based on a textual and visual idea; - 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 the principles of wording of texts, typography and illustrative series in practice in the field of advertising design.
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: Advertising theory and corporate style, Prospects for the development of design and information environment, Packaging 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.
Опис: Practical training. Provides a method of step-by-step assimilation of practical provisions in the field of advertising design and allows, as a result of studying the course, to be able to build the code of an advertising message based on text, typographic and illustrative series. Create complex metaphorical advertising images. Apply acquired skills in complex creative tasks in the field of advertising design.
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.
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. The current sketch control is 20%. Final control - presentation of an advertising design idea - 30%, coursework - development of a system of signs and advertising images on a chosen topic - 50%.
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.