Major: Environment Design
Code of subject: 6.022.03.E.095
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor
Semester: 6 семестр
Mode of study: денна
Learning outcomes: Realize the basic theoretical principles of advertising in the cultural space and practical design of the main elements of visual communication in printing and multimedia space; basic concepts and terms in advertising and advertising design; preparing students for the development of design and graphic tools used in advertising design; understand the role of symbol, sign and image in advertising design; understand the basic principles of artistic formation of elements of corporate style and advertising image; comprehensive understanding of the artistic formation of advertising and environment design and compose advertising texts in order to generate the code of the advertising message. Be able to perform project tasks related to advertising design and compose advertising texts in order to generate the code of the advertising message.
Required prior and related subjects: Previous disciplines Basics of design and computer graphics Fundamentals of environment design Basics of visual communication and computer graphics design Related and subsequent disciplines History of art, architecture and design Interactive design Theory of communications in mass culture
Summary of the subject: The discipline is based on the themes of theoretical and practical provisions that reveal the basic patterns of the design process in advertising. The theoretical part contains acquaintance of students with the theory of development of advertising and with the basic channels of transfer of the advertising information; acquaintance with the main types of target audience; with the basics of advertising, which depends on the type of manufacturer and product. With the laws of step-by-step and methodical development of advertising design. The course reveals knowledge of how to form components of advertising information in the main types of printing and multimedia products; with the method of performing project tasks related to advertising design. The practical part of the course presents the tasks of advertising design of hotels, shops or restaurants and their owners, the development of a system of signs and images of identification, slogans, texts, corporate hero, the image of the product. Advertising poster, booklet, brand book, shop window design. The course also involves the creation of advertising history, advertising scenario, which form the essence of the advertising idea and design.
Assessment methods and criteria: A course of lectures, practical employment and a course graphic design should be assessed comprehensively. Flow control of lectures (seminars) - 20%. General control - tests, messages, presentation of advertising design ideas - 30%, design of the systems signs and advertising images of the selected topic - 50%.
Recommended books: 1. Verkman D. K. Tovarnyye znaki. Sozdaniye, psikhologiya, vospriyatiye. – M.: Progress, 1986. 2. Kening T. Psikhologiya reklamy (per. s nemetskogo). M., 1925, - 271 s. 3. Koveshnikova N. A. Dizayn: istoriya i teoriya. Izdatel'stvo: OMEGA-L, GRUPPA KOMPANIY, 2007. 4. Kotler. F. Osnovy marketinga. – M., 1992. 5. Kraft Z. Zashchitnaya marka. – Berlin, 1970. 6. Lavrent'yev A. N. Istoriya dizayna. Ucheb. posobiye dlya vuzov. — M.: GARDARIKI, 2007. 7. Lebedev A.N. Zigzag udachi ili tochnyye tekhnologii? Psikhologicheskaya ekspertiza naruzhnoy reklamy: problemy i metody. Reklamnyy mir, №8(47), 1996. 8. Lebedev A.N. Psikhologiya rossiyskoy reklamy: a nuzhen li reklamistu potrebitel'? Marketing i marketingovyye issledovaniya v Rossii, №1, 1996. 9. Lebedev A.N., Bokovikov A.K. Eksperimental'naya psikhologiya v rossiyskoy reklame. M., Akademiya, 1995, - 144 s. 10. Lindsey P., Norman D. Pererabotka informatsii u cheloveka. M., Mir, 1974, - 550 s. 11. Manuylov M.A. Psikhologiya reklamy. M., Gostekhizdat, 1925, - 36 s. 12. Mentatov V. V. Obraz, znak, uslovnost'. – M.: Vysshaya shkola, 1980. 13. Mokshantsev. R. I. Psikhologiya reklamy. – Moskva, Novosibirsk, 2002. 14. Pobedin V. A. Znaki v graficheskom dizoyne. – Khar'kov: Ranok Vesta, 2001.