ALA201 - Art Direction and Visualisation
Unit details
| Year: | 2023 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Ben Crockett |
| Cohort rule: | Nil |
| Prerequisite: | Students must have passed unit ALA102 |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Typical study commitment: | Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
| Scheduled learning activities - campus: | 1 x 2-hour seminar per week |
| Scheduled learning activities - online: | Online independent and collaborative activities including seminar overview (recordings provided) and 1 x 2-hour seminar equivalent |
Content
This unit considers the role of the art director in advertising by exploring of the tools and creative collaborations required to achieve a strong visual impact. The principles of advertising design will be examined to help students judge and articulate the efficacy of creative material in local and global contexts. Students will learn how to gather and apply research on product and service offerings, work as a team to solve creative challenges and execute the visual elements of an advertising campaign across traditional and digital media channels. Examination of creative presentation techniques will reveal the techniques required to 'sell' advertising solutions to clients. A foundational understanding of Adobe InDesign, Illustrator and Photoshop is an advantage.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Critically examine the role of art direction in advertising and its relationship with other creative activities | GLO1: Discipline-specific knowledge and capabilities GLO4: Critical thinking |
| ULO2 | Identify the aesthetic components of creative advertising and critique local and international campaigns | GLO1: Discipline-specific knowledge and capabilities GLO4: Critical thinking GLO8: Global citizenship |
| ULO3 | Apply art direction tools and techniques in the development of visual solutions across advertising media platforms | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy GLO7: Teamwork |
| ULO4 | Work collaboratively to evaluate and apply creative presentation techniques to showcase campaign executions | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy GLO7: Teamwork |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1 - Seminar Exercises | 1200 words or equivalent | 30% | Information not yet available |
| Assessment 2 - Art Direction Technique Project | 1200 words or equivalent | 30% | Information not yet available |
| Assessment 3 (Group) - Portfolio and Presentation | 1600 words or equivalent | 40% | Information not yet available |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning Resource
The texts and reading list for the unit can be found on the University Library via ALA201
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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