Current Size: 100%
Bachelor of Creative Advertising |
School of Media Studies & Information Technology |
Program Availability |
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Type:
Degree
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Campus:
Lakeshore
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Program Code:
22041 |
Length: Eight semesters, beginning in September, plus one paid work term |
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CONTACT INFORMATION: Michael Rosen, program co-ordinator | 416.675.6622, ext. 3010 | michael.rosen@humber.ca
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Humber’s Creative Advertising degree program is unique in providing creative education for writers, future account executives and art directors, allowing them to work together in creative teams to produce the best of contemporary advertising. As well, students design real-world solutions for clients of the AdCentre, our on-campus agency.
Our faculty is composed of industry professionals and respected teachers from varied fields of academia. They teach the creative aspects of advertising through hands-on studio work combined with a theoretical, strategic, and historical perspective. Courses draw on the constructs and paradigms of fields such as marketing, research, sociology, psychology, ethics and literature to enrich and extend the understanding of advertising concepts and applications. Students develop and hone their advanced skills using state-of-the-art equipment in our multiple computer labs and digital classrooms.
Our Advisory Committee provides regular review and input of our curriculum ensuring our program is always on the cutting edge of industry developments.
Use your strong creative skills and versatility in a broad range of advertising industry careers in both agency and corporate settings. Work as an art director, copywriter, or account co-ordinator in all media, and ultimately as a creative director. This degree can also lead to graduate studies.
Our grads and students have won a Cannes Young Lions Award, a CMYK Magazine top 100 Creative Student Selection, large numbers of Applied Arts and Advertising, and Design Club of Canada Student Awards in advertising, have been featured on the cover of Marketing Magazine, and have participated in industry competitions, pitted against other colleges and universities throughout Canada. Teams of Humber students have won the CTV Campaign Challenge for election campaign advertising and swept the top three spots and the People’s Choice Award in the first Sourz Design School Challenge for a product marketing campaign, among others.
Industry partners supporting this program include: BLACK BAG talent attraction + acquisition, Clean Sheet Communications, DraftFCB Canada Ltd., MacLaren McCann, Mediaedge: cia, Riddoch Communications Inc., Redurban, Rosetta and Y&R.
Note: For information regarding faculty credentials for this program, visit humber.ca/faculty.
Students will complete a 14-week paid work term from January to April after semester seven. The school provides support, such as working with business and industry to identify co-op employment opportunities. Students must find their own placements and are encouraged to take career management workshops to develop effective job search skills.
Note: For further information, refer to the Selection Procedures section in this publication.
Meeting the minimum requirements does not guarantee admission to the program.
Mature students (applicants 21 years of age or over) and/or transfer students (applicants with postsecondary education) should refer to the Mature and Transfer Student Admissions Regulations in this publication for admission criteria.
Humber offers the two-year Advertising and Graphic Design diploma program 04701.
Qualified graduates of this program may be eligible to apply their academic credits toward further study at many postsecondary institutions. For detailed information, visit our website at humber.ca/transferguide.
The 2012/2013 fee for two semesters is
- domestic $6,916.34
- international $12,800.
Amounts listed are the total of tuition, lab and material fees, student service and auxiliary fees for the first two semesters of the 2012/2013 academic year.
Fees are subject to change.
For more information visit Fees and Financial Assistance.
For information regarding fees for work terms, refer to Fees and Financial Assistance in this publication.
Humber awards degree scholarships automatically to graduating high school students based on academic achievement.
See the following chart for details. Some of the scholarships are renewable each year if you maintain an average of 80 per cent or more.
Degree Academic Average Scholarship
| 95%+ | $4,000 renewable |
| 90 - 94.9% | $3,500 renewable |
| 85 - 89.9% | $3,000 renewable |
| 80 - 84.9% | $2,000 renewable |
| 75 - 79.9% | $1,500 one time |
Tuition Bursaries
Humber offers tuition bursaries based on demondstrated financial need. Bursary information is available online at srs.humber.ca Make sure to apply early because bursaries funds may run out before the deadline dates. Deadline to apply: June 29, 2012 for programs starting September 2012.
Entrance Scholarships
Many of Humber's scholarships are based on grades and volunteer work experience. Scholarship details and application information can be found at humber.ca/admissions/scholarships.
OSAP
Find out if you qualify for the Ontario Student Assistance Program (OSAP). Visit osap.gov.on.ca.
On-campus Jobs
Earn while you learn! Students may apply to more than 900 on-campus jobs each school year. Competitive wages and flexible schedules are some of the perks of this program. Check out on-campus job listings at careers.humber.ca/workstudy.
Semester 1 | ||
| Course Code | Course | Credits |
| ADV. 110 | Introduction to AdvertisingIntroduction to AdvertisingCourse Code: ADV. 110 Credits: 3 This course is an overview of advertising from several perspectives. The forces contributing to the development of the modern advertising agency; the elements of advertising campaigns; who does what - the structure of an agency; advertising media; recent industry developments; and the role of advertising in society. Individual assignments and group projects will have two goals: to build a critical awareness of the rhetoric of advertising; and to put into practice the students' understanding of the industry. | 3 |
| ADV. 120 | Visual CommunicationsVisual CommunicationsCourse Code: ADV. 120 Credits: 3 Theories of visual communication and their intellectual and practical applications will be covered in this course. Students will be introduced to social and visual semiotics, emotional and intellectual reaction to colour, form, imagery, language and image combination, image and advertising context, and typography. Through the study of the works of various theorists and practitioners, students will enhance their knowledge of the design elements used to build integrated communication materials. They will combine this acquired knowledge of form and colour in the graphic arts with analysis of target audiences, enabling students to provide effective and strong visual communications solutions to advertising and design problems. | 3 |
| HIST 140 | History of Creative AdvertisingHistory of Creative AdvertisingCourse Code: HIST 140 Credits: 3 Advertising is a part of modern culture. As an effective discourse, advertising signifies certain ideals and values, shaping and changing the way we perceive and understand the social world. The real and sometimes surreal effects of advertising challenge the way we identify our social environments including the family, work, and even international relations. With historical roots tracing back at least 150 years, the creative world of advertising has gone through many changes. This course will locate the developmental and creative aspects of advertising within a historical context. Focus will be placed on how advertising has developed in and for different markets. Students will be introduced to a variety of social factors that influence and even create various advertising campaigns. The relationship between the consumer and advertiser will be explained in terms of an ongoing creative process that is influenced by marketing agendas, consumer behaviour, world events, political agendas, and consumption patterns and identities. | 3 |
| LASE 000 | Liberal Arts Breadth ElectiveLiberal Arts Breadth ElectiveCourse Code: LASE 000 Credits: 3 Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing Anthropology HIST 202 Prohibition: The History of "Bad" Behaviour HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society POLS 204 Democracy and Dictatorship POLS 205 International Relations PSYC 205 Human Sexuality SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship | 3 |
| MKT. 130 | Principles of MarketingPrinciples of MarketingCourse Code: MKT. 130 Credits: 3 This course provides an overview, as well as a foundation for further studies of all aspects of marketing as practiced today both domestically and internationally. The course focuses on developing competencies in understanding the business environment and applying the tools and techniques of marketing research and analysis to develop effective marketing strategies. Legal, social, cultural and other elements of the marketing environment are considered in cases requiring research of current materials and practical application of course studies. Product, price, promotion and distribution frameworks are examined both as separate and integrated subsets of the marketing mix within strategies oriented toward satisfying consumer wants and needs to achieve organizational objectives. | 3 |
Semester 2 | Course Code | Course | Credits |
| ADV. 111 | Creative Strategic DevelopmentCreative Strategic DevelopmentCourse Code: ADV. 111 Credits: 3 This course examines the importance of thinking strategically using creative strategies and in the development of effective advertising. Through the study of works by recognized marketing and advertising theorists, students will see the benefits of strategic thinking, from the branding of products and services through to the creative execution of advertising campaigns. They will hone their strategic thinking skills through in-class and graded exercises. Case studies will allow them to explore the relationship among organizational problems, objectives and strategies, with a special emphasis on the creative solution. This course will also demonstrate the importance of media strategy and its role in helping advertising campaigns achieve maximum impact in the marketplace. | 3 |
| ADV. 121 | Creative Concepts Creative ConceptsCourse Code: ADV. 121 Credits: 3 This course is designed to show students how to transform literal thought and an understanding of creative strategy into creative concepts. Through selected readings, theoretical study, demonstration and practice, students will learn about the psychology and science of creativity and discover how to maximize their own creative potential. They will develop the unique skills that make copywriting and art direction different from other forms of creative expression. They will be encouraged to think visually and verbally, and to develop engaging creative solutions to communication problems using both images and words. Project work includes investigating and developing a deep understanding of target audiences, writing creative briefs, and executing creative communication material based on their findings. Students will be required to assess and validate creative ideas against a given strategy, and justify their copy and design choices. | 3 |
| ADV. 131 | Typography 1Typography 1Course Code: ADV. 131 Credits: 3 Good typography can dramatically improve comprehension; bad typography can kill a reader's interest almost immediately. In our word-and-advertising-heavy culture, we are bombarded with thousands of printed messages on a daily basis. Written language is always presented to the viewer using typography, and, unfortunately, much of what currently surrounds us is compromised and amateurish due to many designers' lack of knowledge surrounding the well-established disciplines of manipulation of type and typographic elements. The results are potentially serious; bad typography can render even the most well written message incomprehensible. | 3 |
| ADV. 410 | Presentation Skills Presentation SkillsCourse Code: ADV. 410 Credits: 3 Advertising requires the sale of convincing ideas in succinct and powerful messages through a variety of media, both in print and in person. Persuasive presentation skills are essential in communicating your key message(s) and ideas. This course covers both the physical and theoretical components of public speaking. | 3 |
| LASE 000 | Liberal Arts Breadth ElectiveLiberal Arts Breadth ElectiveCourse Code: LASE 000 Credits: 3 Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing Anthropology HIST 202 Prohibition: The History of "Bad" Behaviour HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society POLS 204 Democracy and Dictatorship POLS 205 International Relations PSYC 205 Human Sexuality SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship | 3 |
Semester 3 | Course Code | Course | Credits |
| ADV. 210 | Art of Persuasion Art of PersuasionCourse Code: ADV. 210 Credits: 3 Though we are not automatons directed by the mass media through advertising, there are numerous psychological elements that play a large role in the manipulation of our consumer habits. Advertising has long been criticized for being merely an obscene form of persuasion, a form of mass media, which tries a variety of methods to fool the everyday consumer. This course will critically examine the issue of persuasion in advertising by exploring various elements of behavioural science in an attempt to recognize the positive and negative effects of marketing and advertising. Personal identity, group behaviour, propaganda, social control, and the creation of desires will be some of the main topics to be discussed. Audiences and advertisers form a complex relationship that involves the creation of consumer needs and the effective tools necessary to address these needs. Using the skill acquired in the theoretical study of the course, students will create advertising campaign materials intended to change the reader's opinions and behaviours. | 3 |
| ADV. 211 | Digital Production Digital ProductionCourse Code: ADV. 211 Credits: 3 In this course students will examine the role of digital technology as a production tool within the context of the advertising industry. Through lectures, demonstrations, readings, and hands-on practicums, students will become familiar with industry standard practices for the final output of digital files ready for traditional ink on paper printing and small and large scale digital printing. | 3 |
| ADV. 240 | Design TechnologyDesign TechnologyCourse Code: ADV. 240 Credits: 3 The digital revolution has been with us for almost 25 years and is quickly becoming part of the history of design. This development is probably the most important change to affect the creative process in the commercial world since commerce recognized the importance of art in the promotion of products and services. In the final analysis, this course provides a foundation that will enable students to work comfortably in an ever-changing environment of which we have only seen a very small part. | 3 |
| ADV. 250 | Advertising, Copywriting and Layout Advertising, Copywriting and LayoutCourse Code: ADV. 250 Credits: 3 Students will consider the role of advertising copy and explore the ways in which words can be used to deliver a powerful, succinct and strategic message. They will be introduced to theories about the creation of successful and persuasive copy. They will also be exposed to award winning advertising, offered for critique, discussions and deconstruction. | 3 |
| STAT 252 | Statistics: Interpreting Data for AdvertisingStatistics: Interpreting Data for AdvertisingCourse Code: STAT 252 Credits: 3 This is an introductory course in statistics for media studies students. Emphasis is on the application of statistics methods in business and media studies, and creative advertising. Topics include descriptive statistics, probability and probability distributions, estimation and hypothesis testing, correlation and regression, chi-square tests and analysis of variance. | 3 |
Semester 4 | Course Code | Course | Credits |
| ADV. 221 | Art DirectionArt DirectionCourse Code: ADV. 221 Credits: 3 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. | 3 |
| ADV. 241 | Business of AdvertisingBusiness of AdvertisingCourse Code: ADV. 241 Credits: 3 The course includes an overview of the evolution and direction of advertising, how and why it has it evolved and where the future of advertising is headed. Students will explore consumer behaviour, and overall international societal, economical, political and regulatory impacts on advertising strategies, execution and decision-making. They will examine current business practices, trends and, specifically, key issues, which are influencing the advertising industry.
The course will examine the strengths and weaknesses of the traditional advertising agency, structure and alternative structures, and explore how clients and agency staff create viable working relationships in these environments. The implications of operating in a mixed economy where government is both a major client and a regulating body will also be explored.
| 3 |
| LASE 000 | Liberal Arts Breadth ElectiveLiberal Arts Breadth ElectiveCourse Code: LASE 000 Credits: 3 Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing Anthropology HIST 202 Prohibition: The History of "Bad" Behaviour HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society POLS 204 Democracy and Dictatorship POLS 205 International Relations PSYC 205 Human Sexuality SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship | 3 |
| MKT. 230 | PromotionPromotionCourse Code: MKT. 230 Credits: 3 In this course students will expand their knowledge of a variety of media as they explore the critical role played by promotion and publicity in building brand awareness and establishing customer loyalty. Students will examine the differences between advertising and promotion/publicity. Students will apply strategic communication planning principles to the development of integrated marketing communication programs. | 3 |
| RSMT 201 | Qualitative Research MethodsQualitative Research MethodsCourse Code: RSMT 201 Credits: 3 The purpose of this course is to equip students with a knowledge and understanding of key concepts and methodologies associated with qualitative data analysis and research design in the social sciences. The course will begin by defining what constitutes qualitative research and what distinguishes it from quantitative research. Students will learn how qualitative research studies are designed, why a particular research methodology is chosen and how that methodology is then carried out. Several research designs within qualitative research methodologies will be presented. Students will be introduced to methods such as ethnography, participant observation, interviewing and focus groups. In addition to covering ethical protocol in research, the course will investigate the interpretation of results, the writing up of findings and effective communication of data. In providing students with some background in how research is conducted and presented, the course will offer students the skills to think critically about research results that are presented to them in their coursework and in the media. Students will understand how qualitative research can provide important insights into problems or needs within a community or client populations, patterns of service delivery, consumer satisfaction and public opinion. | 3 |
Semester 5 | Course Code | Course | Credits |
| ADV. 310 | Strategic Planning Strategic PlanningCourse Code: ADV. 310 Credits: 3 This course will examine the fundamentals of strategic planning and review its evolving role within the business and marketing communications planning processes. Emphasis will be placed on mining consumer insights through the use of a variety of research methodologies, most requiring a more creative exploration of the consumer's world than ever before, to identify strategic opportunities and insights. | 3 |
| ADV. 320 | Creative Concepts: Print/Outdoor AdvertisingCreative Concepts: Print/Outdoor AdvertisingCourse Code: ADV. 320 Credits: 3 In this course, students will explore the concepts, development and creation of print and outdoor advertising. They will gain the knowledge to assess the impact and effectiveness of billboards, transit and bus shelters, and other outdoor media compared to other forms of mass media. A key component of this course will be the development of advanced ad writing skills through two streams: an investigation of narrative theory (how words create stories); and directed practical writing exercises in traditional advertising forms particularly the ability to write various specific forms of advertising copy. | 3 |
| ADV. 330 | Creative Concepts: Interactive AdvertisingCreative Concepts: Interactive AdvertisingCourse Code: ADV. 330 Credits: 3 In addition to developing advertising for traditional media, copywriters and designers are increasingly required to incorporate advertising and promotional material for the Internet into their campaigns. Successful execution requires an understanding what works and what doesn't, and why in the emerging technologies and design parameters of these new media. | 3 |
| ADV. 340 | Advertising Studio 1Advertising Studio 1Course Code: ADV. 340 Credits: 3 This course is a studio workshop that gives students an opportunity to put into practice the knowledge and skills they have learned to date. Students will be expected to function in a dynamic environment that replicates the demands and expectations of the advertising industry. There will be a combination of lectures, labs and independent study. This multifaceted delivery method is designed to support and guide students as they integrate and synthesize what they have learned in the preceding semesters.
Students will work in teams to conceive and produce effective advertising campaigns for all media. | 3 |
| LASE 000 | Liberal Arts Breadth ElectiveLiberal Arts Breadth ElectiveCourse Code: LASE 000 Credits: 3 Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing Anthropology HIST 202 Prohibition: The History of "Bad" Behaviour HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society POLS 204 Democracy and Dictatorship POLS 205 International Relations PSYC 205 Human Sexuality SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship | 3 |
Humber has been granted a consent by the Minister of Training, Colleges and Universities to offer this degree for a seven-year term starting April 30, 2012. Humber will ensure that all students admitted to this program will have the opportunity to complete the program within a reasonable time frame.
Visit humber.ca for further updates.
