Intelligent, purposeful art direction is critical for the success of any advertising effort. In this course, students will examine the role of the art director/designer in the advertising process, from strategy to concept development, and from presentation to final production.Students will explore the visual techniques and craft used to create arresting, effective advertising for a wide range of products and services. They will examine the ways in which graphical and typographical elements are selected, modified and organized. They will critique the overall effectiveness of various examples, with an eye for balance, composition and communication. Students will develop their own art directorial skills by experimenting with traditional and non-traditional techniques.
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