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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