Dr. Cecelia Baldwin Office - DBH 125 Telephone- 924-3266 ceceliabaldwin@gmail.com

Adv 130: Advanced Advertising Layout and Production – Spring 2008

Office Hours: DBH 125 – Monday and Wednesday from 2:45-3:15 and Wed. from 2:45-4:15. I will also have email hours from 10:00-12:00 on Tuesday and Thursday. Students are urged to contact me if they need assistance via email at ceceliabaldwin@gmail.com.

My Allergies:  Unfortunately, I have very bad allergies.  Many former students, when asked what I’m allergic to, will often reply, “Everything!” - which often seems true.  One of my worst allergies is perfumes and colognes and most anything that is scented.  It has become increasingly serious and, as you can tell, I have to use oxygen.  Don’t wear perfumes or scents to class or when visiting me in my office. It’s important for me, obviously, but also VERY important for the class because I will not be able to teach well if I am reacting (if I’m not having fun, you probably won’t be either). I know it is a strange allergy but the world just smells way too good for me.

Class “rules:” Please turn off your cell phones during class.  I think it goes without saying, but no calls are permitted during class. No calling in the classroom before, during or after class. Do not text in class! Don’t leave during class without permission.

Be on time!  If you are not here when work is returned, it is not the professor’s responsibility. If class is missed, it is not the professor’s responsibility to get you a returned assignment. I keep back work but it will not always be available at all times. Please, do not come up to me and say, “I never got my assignment.” Let me know you were not in class, when it was returned, and we can make arrangements for you to get it.

Your computers are for in class assignments only. Alas, you must take notes the old fashion way. Don’t have any laptops open during lectures or critiques.

Course Description:

Creative development of strategy, concept, and execution in advertising, producing computer comps with Indesign and PhotoShop manipulation. Advanced layout and design principles, integration of language, and visual communication theory will be emphasized in product positioning.

Prerequisites: Adv 125 or consent of instructor

Goals:

Advanced Layout and Production will put theory into practice by applying principles of visual communication, design, and strategy into the creation of advertising. Sophisticated messages, based upon sound marketing principles, will be created primarily using Indesign and PhotoShop.

This course builds on material learned in ADV 125, Advertising Layout and Production. This course will broaden student understanding of design and its effect on visual communication in advertising. The course will focus on the integration of language and visualization as unified communication. A variety of theoretical schema, including Gestalt psychology and semiotics, which help explain how visual perception leads to changes in affect and behavior will be discussed. Students will put theory into practice by learning to apply the principles of design in the creation of advertising. In addition, students will acquire greater facility with computer programs and visual techniques in advertising design.

Learning Objectives:

-To demonstrate an advertising and design graphic language.

-To demonstrate and apply principles of design and visual communication theories.

-To demonstrate semiotic theory in design.

-To demonstrate Gestalt’s effect on design.

-To demonstrate good typographic relationships.

-To demonstrate the interaction of visuals with the language and strengthen conceptual development.

-To engage in strategy development and creative platform development and to recognize their relationship in advertising design.

-To demonstrate software applications of PhotoShop and Indesign.

-To demonstrate Photoshop image building as a method of comprehensives’ development.

-To demonstrate hand skills and drawing as a means to create basic comprehensives as well as developing perception, attention to detail, and a way of “seeing.”

Additionally, School of Journalism and Mass Communications’ Student Learning Outcomes will be incorporated in the course as follows:

-Understand concepts and apply theories in the use and presentation of images and information. This is at the core of our course. We will continually strive to develop imagery and messages based on sound theoretical information.

-Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity. All work will be review collectively and by the instructor to ensure this very important objective . Accuracy and truth in advertising is always paramount in our critiques. A collective view enables a broader understanding of the understanding and the need for ethical practice in creative advertising.

-Think critically, creatively and independently. In the development of conceptual thinking and its application, a disciplined creativity is the primary objective. This advanced class both gives and demands the freedom of becoming more independent in your work.

-Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness. Evaluation of one’s own work is often furthered by the evaluation of others’ work. Evaluation of the collective and the individual will be a continual process in the class. Self evaluation will additionally be a part of that dialogue.

-Tools and technologies appropriate for the communications professions in which they work. This course requires many advanced technological applications. While instruction and exercises will be given in software, it is up to the student to put in the long hours outside of class that it takes to complete professional level applications of software in developing their assignments.

Laptop required – with Photoshop software – Adobe Creative Suite is highly recommended

Attendance

Students are expected to attend all sessions. Students cannot expect to do well in this class if they miss classroom exercises, visual presentations, and assignments made for the upcoming session.

Grading

Advertising Projects for Products and Services

The class structure will be centered on five projects that will be completed both in and out of class. Strategy, execution, design principles, and formats will be integrated to produce professional computer comprehensives. These projects will go through a rough draft stage and finish stage of completion.

Grading Scale:

The course will be graded on the plus and minus system where A is excellent, B is above average, C is average, D is below average, and F is failing.

A = 3.8 - 4.0

A- = 3.6 - 3.7

B+ = 3.3 -3.5

B = 2.8 - 3.2

B- = 2.6 - 2.7

C+ = 2.3 –3.5

C = 2.8 – 2.2

C- = 1.6 - 1.7

D+ = 1.3 – 1.5

D = .8 – 1.2

D- = .6 - .7

F = 0 - .5

Late assignments will not be accepted, without a doctor’s letter or documentation of a family emergency.

Roughs and Finishes

Each project will go through a rough layout stage and a finish layout stage. “Roughs” are the first drafts of your projects. The rough layouts will be used for critiques. You will receive a grade on your roughs that will be averaged into your final grade. If you do not turn in roughs when they are due, your final letter grade will be automatically marked down one letter grade. (Example: B+ becomes a C+.) The finish layouts will be turned in as computer files and also printed on glossy paper. The finish layout will also be turned in with a photocopy or a black and white print of your finish work so that it can be used for grading. Work will not be graded without a copy included.

Spelling

For every spelling mistake made on your finished projects, your grade will be reduced one letter grade.

Exercises

In-class exercises will be done and turned in during the class period. These exercises will be in application of design content in specific software applications. Exercises will include 1. color changes and adjustments, 2. filters, 3. masking, 4. basic merging and channel merging, and 5. contrast and lighting changes. Exercises cannot be made up without a written medical excuse or other documented emergency.

Test

There will be one test, which will be a combination of theory and application of theory. This test will be short answer/short essay. There will be an application component to the test where theory will be applied utilizing software that has been learned.

Final Project

There will be a final portfolio of work presented at the end of the semester in place of a final exam. Students will create a portfolio of five comprehensive advertisements.

Grading Criteria

Final grades for the semester will be broken down approximately as follows:

1. 5 projects = 10%, totaling 50% (These projects will have both a rough draft and finish grade. The rough and finish will be averaged for one project grade.

2. Exam = 15%

3. Final Project = 25%

4. Assigned exercises = 10% (We will have 5 assigned exercises)

TENTATIVE SCHEDULE

Weeks one through three:

Introduction – green sheet

Skills assessment

Project I overview:

Multiple visual imagery

Modrian format

Students will apply Swiss design principles and conceptualizion in advertising to produce conceptually and visually strong ads applying the Mondrian format, using several different visual communications to create one complete advertisement. Application of specific basic design principles of Gestalt and interrelationship of visual components will be used, in juxtaposing imagery.

Weeks four through six:

Project II overview:

Semiotic application

Picture Window format

Strategy and copy platform as primary to design will be reviewed. Semiotics will be used to develop specific viewer response in visual communication, as per semiotic deconstruction. Visual development will depend on the appropriate use of semiotic theory. A parity product will be used to further the importance of semiotic theory as a component of visual communication.

Weeks seven through nine:

Project III overview:

White Space Ad

Negative space as a function of typographic design will be applied. Visual communication theory that develops perceptions of tradition and elegance, by the viewer, will be utilized. Visual communication theory that develops perceptions of seriousness and importance as a function of design will also be utilized. Conceptual development will contrast the visual theory to achieve uniqueness, interest and humor.

Weeks ten through twelve:

Project IV overview:

Circus Layout

Visual communication theories of energy verses calm will be applied. The effect of multiple graphic techniques will be produced to additionally develop the visual perception of energy by the viewer. The interaction and positioning of graphic component will be utilized to further perception of energy. Formal and informal balance will be juxtaposed to further perceptions of energy.

Weeks thirteen through fifteen:

Project V overview:

Student Choice

Additional design formats will be review and students may choose one format that can be developed appropriately for a strategy and concept of their choice. A one-page paper will accompany this project, describing design principles and visual theory at work in their project.

Final Portfolio

Due exam day. All projects previously done in the class will be redone as per instructor’s written instructions to produce a professional quality portfolio. Additionally, the students will take theories reviewed throughout the class to change and improve layout structure and conceptual strength. A two-page paper will accompany the final portfolio, discussing the theories behind the design and concept of each portfolio piece.

Final Portfolio Due: Exam Day

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PLAGIARISM POLICY

The San Jose State University policy regarding plagiarism and

academic honesty can be found in the University Schedule of Classes and the

University Catalog.

Plagiarism is defined as the act of representing the work of another as one’s own (without

giving appropriate credit) regardless of how that work was obtained and submitting it to

fulfill academic requirements. Plagiarism at SJSU includes but is not limited to:

1. The act of incorporating the ideas, words, sentences, paragraphs or parts thereof,

or the specific substance of another’s work, without giving appropriate credit, and

representing the product as one’s own work, knowingly or unknowingly.

2. Representing another’s scholarly or artistic works as one’s own.

Plagiarism is not acceptable. The instructor will discuss any instances of suspected

plagiarism with the student involved and apply appropriate sanctions. Evidence of

plagiarism may result in course failure as well as expulsion from the program and

San Jose State University.

DIFFERING LEARNING ABILITIES

It is the policy of San Jose State University (SJSU) that otherwise qualified students who have disabilities shall be given academic adjustments and auxiliary aids as necessary to ensure access to all SJSU services, programs and activities. SJSU accommodates students with disabilities on an individual basis, based on their specific needs.  SJSU will timely provide academic adjustments and auxiliary aids to students with disabilities as, necessary to ensure access to all SJSU services, programs and activities. These accommodations may include extended time and/or alternative formats for exams, readers, library assistance, interpreters, notetakers and additional time to complete assignments. Accommodations will not be provided if they fundamentally alter the nature of the program. Students requesting accommodations are encouraged to identify their needs as early as possible to the Disability Resource Center.