2020 unit information
Classes and seminars in Trimester 2/Semester 2, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of your trimester or semester.
Last updated: 2 June 2020
Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.
1 x 2-hour seminar per week
Online independent and collaborative activities including seminar overview (recordings provided) and 1 x 2-hour seminar equivalent
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.
These are the Learning Outcomes (ULO) for this unit
At the completion of this unit, successful students can:
Deakin Graduate Learning Outcomes
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
Identify the aesthetic components of creative advertising and critique local and international campaigns
GLO8: Global citizenship
Apply art direction tools and techniques in the development of visual solutions across advertising media platforms
GLO3: Digital literacy
Evaluate and apply creative presentation techniques to showcase campaign executions
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
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.
The texts and reading list for the unit can be found on the University Library via the link below: 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.
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