COMD
COMD 2300 Advertising Design I
New York City College of Technology
The City University of New York
Department of Communication Design
COMD 2300 – Communication Design I
Course Description
This is a foundation course in advertising and graphic design. Students are challenged to
combine foundation skills with conceptual thinking in order to develop creative solutions.
Students develop the ability to communicate ideas visually through art direction, and
verbally through copywriting. Project-based assignments from concept through digital
output challenge students to consider the relationship between the product, its’ target
audience and marketing objectives. Students learn the importance of conceptual
thinking, professional execution and presentation of their ideas. Students may work in
teams on the concept, design and development process.
1 cl hr, 5 lab hrs, 3 cr
Prerequisites
COMD 1162, COMD 1200, COMD 2327, CDMG 2330
Course Objectives
INSTRUCTIONAL OBJECTIVES
ASSESSMENT
For the successful completion of this
course, students should be able to:
Evaluation methods and criteria
Develop students personal creative process,
verbal presentation and ability to solve a
variety of advertising design problems.
Students will demonstrate independent
research, conceptual development and
verbal presentation skills.
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COMD 2300 Advertising Design I
Further familiarize and broaden students
knowledge of the visual and verbal design
vocabulary.
Actively participate in objective critiques
using critical thinking and knowledge of the
overall campaign objective
Seek the great ideas that lie beyond the
initial mediocre solutions.
General Education Outcome covered:
Oral Communication
Speaking: The student will demonstrate
the ability to articulate himself using
relevant industry-specific language
Oral Communication
Listening: The student will demonstrate
the ability to discern pertinent information
from irrelevant information.
Thinking Critically
The student will demonstrate the ability to
evaluate evidence and apply reasoning to
make valid inferences.
Through research, students will expand
their knowledge of design masters while
discovering their own visual and verbal
approach.
Students will demonstrate the ability to
give and take honest constructive
criticism as it pertains to accomplishing
the overall objective.
Students will demonstrate the ability to
generate multiple fully formed ideas and
determine the most viable.
How the outcome is assessed:
Evaluate through class discussion, critique,
and /or written tests if students use
appropriate nomenclature to defend
creative, critical and technical decisions in
project concepts and development.
Evaluate how well students absorbed and
consequently applied the learning though
oral critiques of projects.
Evaluate through class critique to
determine how well students were able to
advance their project concepts by applying
evidence and using logic to make
decisions.
Teaching/Learning Method
●
●
●
●
Lectures
Examples / Reference
Critiques
Formal Presentations
Required Text
None required.
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COMD 2300 Advertising Design I
Attendance (College) and Lateness (Department) Policies:
A class roster roll will be taken at the beginning of each class. Only two absences may be
allowed. After two absences, a student may be withdrawn because of unsatisfactory
attendance (code WU). Students arriving after the roll is taken will be marked “late.”
Students may be notified at the earliest opportunity in class after they have been absent or
late. After being absent two times or equivalent (2 lateness = 1 absence), a student may
be asked to withdraw from the class (code W before the College drop deadline, 4/9/08) or
may be withdrawn from the class (code WU).
Academic Integrity Standards
You are responsible for reading, understanding and abiding by the NYC College of
Technology Student Handbook, “Student Rights & Responsibilities,” section “Academic
Integrity Standards.” Academic dishonesty of any type, including cheating and plagiarism
is unacceptable. "Cheating" is misrepresenting another student's efforts/work as your
own. "Plagiarism" is the representation of another person's work, words or concepts as
your own.
Grading
●
●
●
●
●
Project 1 & Presentation
Project 2 & Presentation
Project 3 & Presentation
Project 4 & Presentation
Attendance & Class Participation
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22%
22%
22%
22%
12%
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COMD
Topics
WEEK
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2
3
4
5
COMD 2300 Advertising Design I
Lecture Topic
Session 1: Introduction,
review class syllabus, etc.
Session 2: Lecture on Print
show examples discuss
conceptual approach.
Advertising vs Graphic
Design. Research target
demographic and discuss
tone and attitude of Print.
Reader profile.
Session 3 & 4
Homework Assignment
Session 1 HW: Assign
Project 1: Print Magazine
Cover. 9 Print Magazine
thumbnails for next class,
purchase supplies.
Research, bring in visuals
to support concepts.
Session 10: Refine
headlines brainstorm.
Write more lines.
Form body copy.
Session 9: Research and
write 12 headlines.
Session 2 HW: Refine 9
Thumbnails with lecture
in mind.
Session 3: Discuss
HW: refine 9 Thumbnails
solutions and refine
with lecture in mind.
Evaluate thumbnails and
thumbnails. Everyone Refine to 3 thumbnails
ideas based on Print’s voice helps brainstorm for
by session 4
and the target market. Study everyone’s solutions.
prior student examples and
illustration annuals.
Session 5 & 6
Session 5: Continue
Session 5: Continue
refining concepts. By computer production.
Session 6: Use computer to this class, one or two Bring a print of the cover
produce work.
concepts are chosen
for evaluation next class.
to refine to comp
stage. Critique.
Session 7 & 8
Session 7: Second
Session 7: Continue
Campaign due. We
computer production.
Session 8: DEADLINE
use the evaluation
Bring a print of the cover
First Ad Campaign
criteria and analysis
for evaluation next class.
Presentations
style to judge student
concepts and copy
Session 8: Introduce
second project, the Ad
campaign.
Session 9 & 10
Session 9: What is an
advertising campaign?
Examples. Develop
marketing objectives and
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Laboratory Exercise
Approaches to visual
problem solving.
Exploring possible
subject matter.
Thumbnails: purpose,
methods. Word and
visual associations.
Discuss solutions and
start thumbnails.
Session 10: Refine
headlines brainstorm.
Write more lines. Form
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7
8
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COMD 2300 Advertising Design I
advertising creative
strategy. Target customer:
demographics vs
psychographics. Elements
of an ad. Headlines.
Research. Bring campaign
examples.
Session 11 & 12
Session 11: We use
the evaluation criteria
Ad campaign: The Big Idea. and analysis style to
Concept, continuity,
judge student
tagline/theme. Problemconcepts and copy.
solution, word play,
benefits vs
features, getting reader
emotionally involved.
Design Principles; current
design solutions. Review of
headlines,
tag lines.
Session 13 & 14
Session 13: Continue
refining concepts. By
Session 13: Visual
this class, one
Approaches: Making the
concept is chosen to
product hero. Type trends:
refine to comp stage.
current handling; ads vs
Critique.
graphic design.
Body copy. Lab: Review
thumbnails, blow up. Scan
Visuals. Refine concepts,
half size roughs.
Session 15 & 16
Session 15: Continue
computer production.
Session 15: Design of
double page spreads: Eye
movement, design
continuity. Integrate
headlines, visuals, body
copy. Full size ads set up on
computer. B & W printouts
for approval. Refine ads on
the computer. Buy
mounting materials.
body copy.
Session 11: Refine
headlines. 9 thumbnails.
Collect visuals for
reference.
Session 14: Continue
computer production.
Bring a print of the
campaign for evaluation
next class.
Session 15: Continue
computer production.
Session 16: Assign Postal
repositioning campaign
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COMD 2300 Advertising Design I
Session 16: DEADLINE
Ad Campaign Presentations
9
Session 17 & 18
Session 17: Project 3
Postage Stamps,
Introduction and general
discussion. Problem, e-mail
is taking people away from
the post office. This
campaign should reposition
the public's awareness of
stamps as a
historical/collectors
item, and appeal to the
nostalgia of childhood, etc.
10
Session 18: We develop a
list of possible targets,
product features and
campaign messages based
on their research in order to
develop & refine first round
of campaign solutions.
Session 19 & 20
11
Stamp Design. Visuals
artwork/illustrations vs
photography. Symbols,
visual metaphors.
Headlines: Simple,
provocative & related to
visuals. Review thumbnails,
headlines. Write headlines.
Collect visuals, review half
sized rough concepts.
Session 21 & 22
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Session 17: Discuss
research and review
reference material.
Write headlines
taglines and body.
Session 17: Discuss
research and review
reference material. Write
headlines taglines and
body. 9 thumbnails.
Session 19: Eighth
Campaign due. We
use the evaluation
criteria and analysis
style to judge student
concepts and copy.
Session 19: Refine copy
and campaign ideas.
Further refine
thumbnails.
Session 21: We use
the evaluation criteria
Stamp development: Single and analysis style to
focal point, limited color
judge student
palate. Integration of visuals concepts and copy.
and typography. Scanning
Set up on computer, refine
Session 21: We use the
evaluation criteria and
analysis style to judge
student concepts and
copy.
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COMD 2300 Advertising Design I
design and visuals.
Preliminary B&W printouts. Refine concepts, set
up in computer.
Buy materials to mount
solutions for presentation.
12
Sessions 23-24
Session 23: DEADLINE
Third Ad Campaign
Presentations
13
Session 25 & 26
The Internet: document
size/media options, content,
layout, visuals, file size,
typography and loading
issues. Conduct photo
research on stock photo
sites like gettyimages.com,
and photodisc.com. Rough
development: choose rgb
colors, conceptualize
animation, and content.
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Session 24: Internet
Campaign. Take
project 2 and
adapt it to the
internet. Develop 3
mini site pages, and 3
ads. Collect and look
at examples. Develop
site map based on
your print piece.
Determine the
content and links
from the client’s
website and your
print campaign. Start
animations in
Photoshop and
Imageready layers.
Session 23: Introduce
Students review all
concepts completed
take discussion and
complete second
round of development
and execution. Refine
animations in
Photoshop and
Imageready layers.
Further develop concepts
Last project, the Internet
campaign.
inside and outside of
class. Refine animations
in Photoshop and
Imageready layers.
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Session 27 & 28
Refinement: animation,
image optimization, file
size, & frame by frame
movement. Scan collect,
import graphics, focus on
seamless presentation from
print to web. Buy mounting
materials.
15
SESSION 29&30
Continue refinement and
animation of solutions.
Session 30; Complete
Project #4 Formal
presentation, class critique.
Students review all
concepts completed
take discussion and
complete second
round of development
and execution. Refine
animations in
Photoshop and
Imageready layers.
Further develop concepts
inside and outside of
class. Refine animations
in Photoshop and
Imageready layers.
Session 29: Students Complete concepts for
review all concepts
presentation next class.
completed take
discussion and
complete second
round of development
and execution. Refine
animations in
Photoshop and
Imageready layers.
Bibliography
Advertising Concept and Copy,
2nd or most current edition by George Felton
ISBN 13-978-0-393-73159-0
W.W. Norton & Company, INC
Ogilvy on Advertising,
Hey Whipple Squeeze This,
Words That Sell,
TIBOR & Purple Cow.
Recommended reference:
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COMD 2300 Advertising Design I
Design Annuals:
Graphis,
AIGA Annual,
Art Directors Club Annual,
Type Directors Club Annual,
Magazines:
Print,
CA,
How,
Emigre,
GQ,
Wallpaper,
Metropolis,
Newspapers:
NY Times
Books on Pentagram
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