Diploma in Design & Media  

Advertising image

Advertising

This major is concerned with both practical and theoretical issues concerning advertising design. The business of advertising design is related to other forms of marketing, and advertising in our ‘consumer society’ – the organization of an advertising agencies, the relationship between advertising and marketing strategies, advertising campaigns with an understanding of the fundamental aesthetic concepts and design techniques of visual art and visual communication. The primary focus is on developing the conceptual and creative thinking skills. At the end of the module, not only will students be equipped with the understanding of how Advertising works, they will also acquire skills that will enable them to generate ideas and implement effective visual communication.

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DM2121
Introduction to Copywriting
This module introduces the students to the process and fundamentals of advertising copywriting. Students will learn the basic rules for preparing advertising copy for all media. Students will acquire the necessary background knowledge on advertising creative in order to ensure the logic and sustainability in successful copywriting. Students are encouraged to develop their personal style in writing.
 
DM2122
Working with Visual & Text
This module aims to provide students with an understanding of the fundamental aesthetic concepts and typography design techniques of visual art and visual communication. The primary focus is on developing the conceptual and technical abilities of the students through the process of producing artwork. Through a series of class projects, students develop the ability to use effective typographic and design-centric solutions in all facets of advertising design projects.
 
DM2123
Art Direction in Advertising
This module introduces the aesthetic aspects of various art elements to equip students the ability to understand, appreciate and select various techniques of presentation. Students will explore and evaluate the various means of expression and visualisation that are critical in the creative art direction.
 
DM2129
Integrated Studio Project 2A – Advertising
This module requires students to complete an assigned project brief relevant to their major. Students are expected to demonstrate their skills and knowledge on their understanding gained throughout the semester. This is a development-based module which focuses on consultation, presentations, discussions and critiques of individual projects.
 
DM2171
Design in Context 1
This module introduces students the historical background and graphic styles from the pre-historic cave painting to the early nineteen century. It focuses on the ancient writing systems, invention of alphabet, illuminated manuscript and the impact of western printing technology from BC3500 to 1700AD. It creates awareness of the western typographic genesis and methodologies after Renaissance. Students will study the basic understanding of techniques and skills of typography and encourage them to relate the historical typography from a contemporary approach. They will learn to understand that type is the essence of visual communication and by extension of visual communication design.
 
DM2172
Typography – Type Hierarchy

This module introduces students to hierarchy in type by understanding the various distinction and function of information hierarchy. Attention is also placed on the traditions and principles of typography and using type as image making, and how these specialisations have translated in the realm of digital media. Students will learn to structure information based on their importance in a systematic order to facilitate reading.