Advertising Design

Major: Environment Design
Code of subject: 6.022.03.E.064
Credits: 4.00
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor
Semester: 6 семестр
Mode of study: денна
Мета вивчення дисципліни: To deepen the professional knowledge of students in their comprehensive training by profession, by familiarizing them with the basic theoretical principles, principles and methods of designing graphic and volumetric-spatial elements in the social, subject and media space, taking into account the factor of advertising - the main driver of the development of scientific and technical progress, consumer and social spheres of human activity. As a result of the lecture course and the practical task, students should have an idea of the place and role of the designer in the development of advertising media, which provide the specificity of design solutions with high-quality communication between the main social circles of society - the producer and the consumer. The course involves the study of theoretical and methodological approaches and concepts in advertising design: it defines as a system of concepts, views, the structure of an advertising message, the concept of a target group; determines the essence of the visual communicative phenomenon in urban, media spaces, printing, reveals the element of creativity, project ideas and ideas.
Завдання: 1. Familiarization with the theoretical and methodological specifics of the profession of a graphic designer. 2. Development of students' skills in the skillful use of existing and new methods, means and methods of designing advertising components, including the study of its procedural aspects (stages, stages). 3. Acquaintance with the main channels of advertising message transmission; familiarization with the psychological motives of the target audience; 4. Mastering the regularities of step-by-step and methodical development of an advertising message. 5. The ability to use the provisions of advertising theory in practice in the field of advertising design. 7. The ability to form the components of an advertising message in the main types of printed and outdoor advertising. 8. To be able to process advertising texts, slogans, names, titles, rubrics by means of graphic design. 9. Learn the principles of designing a multi-page advertising booklet, poster, showcase.
Learning outcomes: Вe able 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. PRNV2.1. Understand the importance and meaning of pre-project research, analog analysis and be able to use the obtained results in the design of visual communications. PRNV2.2. To take into account the needs of all categories of consumers when creating objects of visual communication. PRNV2.3 Orient in a variety of modern software and hardware tools, use knowledge and skills of working with professional computer support. PRNV2.4. Apply a complex artistic and design approach to create a holistic image of objects of visual communications. Autonomy and responsibility. AiB1 Ability to adapt to new situations and make appropriate decisions. AiB2 Ability to realize the need for lifelong learning in order to deepen acquired new professional knowledge. AiB3 Ability to take responsibility for the work performed, make decisions independently, achieve the set goal in compliance with the requirements of professional ethics. AiB4 Ability to popularize national and world cultural heritage, as well as promote manifestations of patriotism, national self-awareness and ethno-cultural self-identification. АиВ5 Ability to form environmental consciousness and personal culture, to apply ecological principles in life and professional activity.
Required prior and related subjects: Previous disciplines Fundamentals of environment design Basics of visual communications Drawing, painting, part 3, 4 Related and subsequent disciplines Interactive design Psychology of 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 plot, which form the essence of the advertising idea and design.
Опис: Lecture classes. The concept of advertising design and visual communications. Its place and significance in the design of complex objects. Ensemble. Kit. The concept of a single sign and content module, slogan, signs and symbols of advertising and corporate identification. The role and place of unification in the development of a system of signs, symbols, fonts and three-dimensional elements - constructions of volumetric and spatial forms. Associations, imagery, abstraction, symbolism and visual metaphor. Peculiarities of perception of a visual object in terms of its "message" function and psychological impact on a person. Copywriting. Formation of an advertising idea and an advertising script. The concept of corporate identification in the context of an advertising idea, corporate style, signs, symbols, images. Features of compositional synthesis in corporate and advertising design: background, accent, contrast, nuance, symmetry, asymmetry, rhythm, scale. Navigation design: place advertising, urban environment, transport systems, transport advertising, culture, events, public space - orientation signs, pointers, icons, organization of two-dimensional space. Advertising design in the field of exhibition activities. Exhibition complexes, exhibition stands - composition and peculiarities of form formation. Design - assembly and disassembly in the formation of planar, three-dimensional and three-dimensional advertising media and exhibition stands. Ergonomic specifics of the organization of functional zones and visual perception in advertising design. Outdoor advertising: billboards, signs, light boxes - functioning, compositional features; showcases - design and decoration. Transformation of two-dimensional trademarks and logos into a three-dimensional environment of signs and shop windows. Lighting of advertising media, light design and its role in visual communication. Basics of understanding and designing advertising design objects in multimedia space. Basics of creating short advertising clips. Application of two-dimensional and three-dimensional graphics tools for creating advertising sign identification and navigation systems and their adaptation to the urban environment. Application of artistic effects of computer graphics in the project. The coursework is a complex design that involves the formation of an advertising image, the development of elements of corporate identification, logos, slogans, advertising heroes, voicing fonts, other advertising media intermediaries, corporate documentation, envelopes, folders, business cards, souvenir products, design of signs for a commercial establishment, restaurant, office or hotel.
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%.
Критерії оцінювання результатів навчання: The course of lectures, practical classes and course graphic work are assessed comprehensively. Current control of lectures (seminars) - 20%. Final control - tests, oral answers, presentation of advertising design ideas - 30%, coursework - development of a system of signs and advertising images on the chosen topic - 50%.
Порядок та критерії виставляння балів та оцінок: 100–88 points – (“excellent”) is awarded for a high level of knowledge (some inaccuracies are allowed) of the educational material of the component contained in the main and additional recommended literary sources, the ability to analyze the phenomena being studied in their interrelationship and development, clearly, succinctly, logically, consistently answer the questions, the ability to apply theoretical provisions when solving practical problems; 87–71 points – (“good”) is awarded for a generally correct understanding of the educational material of the component, including calculations, reasoned answers to the questions posed, which, however, contain certain (insignificant) shortcomings, for the ability to apply theoretical provisions when solving practical tasks; 70 – 50 points – (“satisfactory”) awarded for weak knowledge of the component’s educational material, inaccurate or poorly reasoned answers, with a violation of the sequence of presentation, for weak application of theoretical provisions when solving practical problems; 49-26 points - ("not certified" with the possibility of retaking the semester control) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to apply theoretical provisions when solving practical problems; 25-00 points - ("unsatisfactory" with mandatory re-study) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to navigate when solving practical problems, ignorance of the main fundamental provisions.
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.
Уніфікований додаток: Lviv Polytechnic National University ensures the realization of the right of persons with disabilities to obtain higher education. Inclusive educational services are provided by the Service of accessibility to learning opportunities "Without restrictions", the purpose of which is to provide permanent individual support for the educational process of students with disabilities and chronic diseases. An important tool for the implementation of the inclusive educational policy at the University is the Program for improving the qualifications of scientific and pedagogical workers and educational and support staff in the field of social inclusion and inclusive education. Contact at: St. Karpinsky, 2/4, 1st floor, room 112 E-mail: nolimits@lpnu.ua Websites: https://lpnu.ua/nolimits https://lpnu.ua/integration
Академічна доброчесність: The policy regarding the academic integrity of the participants of the educational process is formed on the basis of compliance with the principles of academic integrity, taking into account the norms "Regulations on academic integrity at the Lviv Polytechnic National University" (approved by the academic council of the university on June 20, 2017, protocol No. 35).

Advertising Design (курсовий проєкт)

Major: Environment Design
Code of subject: 6.022.03.E.066
Credits: 4.00
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor Kyselenko Mariia
Semester: 6 семестр
Mode of study: денна
Мета вивчення дисципліни: To deepen the professional knowledge of students in their comprehensive training by profession, by familiarizing them with the basic theoretical principles, principles and methods of designing graphic and volumetric-spatial elements in the social, subject and media space, consumer and social spheres of human activity. As a result of the course and practical tasks, students should have an idea of the place and role of the designer in the development of advertising media, which ensure high-quality communication between the main social circles of society - the producer and the consumer. The course involves the study of theoretical and methodological approaches and concepts in advertising design: it defines as a system of concepts, views, the structure of an advertising message, the concept of a target group; determines the essence of the visual communicative phenomenon in urban, media spaces, printing, reveals the element of creativity, project ideas and ideas. To provide students with the foundational knowledge and practical skills in designing commercial characters for a variety of media.
Завдання: The study of an educational discipline involves the formation of competencies in students of education: INT. The ability to solve complex specialized tasks and practical problems in the field of design, or in the learning process, which involves the application of certain design theories and methods and is characterized by complexity and uncertainty of conditions. Professional competences of a professional direction. Block: Design of visual communications. FCS2.2. Ability to develop several variants of conceptual solutions. FCS2.3. Ability to design advertising products: design of sign systems for visual communications, packaging, printed products, outdoor advertising media. FCS2.4 Ability to perform two-dimensional and three-dimensional models for polygraphy and multimedia space. FCS2.5 The ability to take into account the needs of all categories of consumers and apply a comprehensive approach in design when creating objects of visual communications.
Learning outcomes: As a result of training, the student must be able to demonstrate the following program learning outcomes: PRNV 2.1. Understand the importance and meaning of pre-project research, analog analysis and be able to use the obtained results in the design of visual communications. PRNV 2.2. To take into account the needs of all categories of consumers when creating objects of visual communication. PRNV 2.3. Orientate yourself in a variety of modern software and hardware tools, use knowledge and skills of working with professional computer support. PRNV 2.4. Apply a complex artistic and design approach to create a complete image of objects of visual communications. PRNV 2.5. Solve functional tasks taking into account the properties of materials and features of structural constructions, apply the latest technologies in the creation of a modern final product in the design of visual communications. KOM 1. Ability to communicate, including oral and written communication in Ukrainian and foreign languages (English, German, Italian, French, Spanish); KOM 2. The ability to use various methods, including modern information technologies, for effective communication at the professional and social levels. AiV 1. Ability to adapt to new situations and make appropriate decisions. AiV 2. The ability to realize the need for lifelong learning in order to deepen the acquired new professional knowledge. AiV 3. The ability to take responsibility for the work performed, to make decisions independently, to achieve the set goal in compliance with the requirements of professional ethics. AiV 4. Ability to popularize national and world cultural heritage, as well as to promote manifestations of patriotism, national self-awareness and ethno-cultural self-identification. AIV 5. The ability to form environmental awareness and personal culture, to apply ecological principles in life and professional activity.
Required prior and related subjects: Basics for the design of visual communications; Drawing, painting, part 1, 2, 3; Basics of advertising design; Basics of composition and art of form, part 1, 2; History of art, architecture and design, part 1,2; Design, part 1,2.
Summary of the subject: The subjects of theoretical and practical provisions, which reveal the main regularities of the design process in advertising, are consistently presented as the basis of the discipline. The theoretical part includes familiarization of students with the main channels of transmission of advertising information; familiarization with the main types of target audience; with the basics of the functioning of advertising, which depend on the type of manufacturer and product; with regularities of step-by-step and methodical development of advertising design; with the method of performing project tasks related to advertising design.. The course reveals knowledge of how to form components of advertising information in the main types of printed and multimedia products. The practical part of the course presents tasks on advertising design and development of commercial characters. Also, the course involves the creation of an advertising story, an advertising plot and a script, which form the essence of an advertising idea and design; extended study of methodological approaches and concepts in the design of characters: reveals the essence of the visual communicative phenomenon of the character in media spaces.
Опис: Course work: complex design, which involves the formation of an advertising image of a commercial character, the development of elements of corporate identification and an advertising hero, other media. The course involves an extended study of methodological approaches and concepts in the design and development of characters (mascots): reveals the essence of the visual communicative phenomenon of the character in media spaces.
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%.
Критерії оцінювання результатів навчання: The course of practical classes and course graphic work are evaluated comprehensively. Current control – 50%. Final control - course work (album and presentation) - 50%.
Порядок та критерії виставляння балів та оцінок: 100–88 points – (“excellent”) is awarded for a high level of knowledge (some inaccuracies are allowed) of the educational material of the component contained in the main and additional recommended literary sources, the ability to analyze the phenomena being studied in their interrelationship and development, clearly, succinctly, logically, consistently answer the questions, the ability to apply theoretical provisions when solving practical problems; 87–71 points – (“good”) is awarded for a generally correct understanding of the educational material of the component, including calculations, reasoned answers to the questions posed, which, however, contain certain (insignificant) shortcomings, for the ability to apply theoretical provisions when solving practical tasks; 70 – 50 points – (“satisfactory”) awarded for weak knowledge of the component’s educational material, inaccurate or poorly reasoned answers, with a violation of the sequence of presentation, for weak application of theoretical provisions when solving practical problems; 49-26 points - ("not certified" with the possibility of retaking the semester control) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to apply theoretical provisions when solving practical problems; 25-00 points - ("unsatisfactory" with mandatory re-study) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to navigate when solving practical problems, ignorance of the main fundamental provisions.
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.
Уніфікований додаток: Lviv Polytechnic National University ensures the realization of the right of persons with disabilities to obtain higher education. Inclusive educational services are provided by the Service of accessibility to learning opportunities "Without restrictions", the purpose of which is to provide permanent individual support for the educational process of students with disabilities and chronic diseases. An important tool for the implementation of the inclusive educational policy at the University is the Program for improving the qualifications of scientific and pedagogical workers and educational and support staff in the field of social inclusion and inclusive education. Contact at: St. Karpinsky, 2/4, 1st floor, room 112 E-mail: nolimits@lpnu.ua Websites: https://lpnu.ua/nolimits https://lpnu.ua/integration
Академічна доброчесність: The policy regarding the academic integrity of the participants of the educational process is formed on the basis of compliance with the principles of academic integrity, taking into account the norms "Regulations on academic integrity at the Lviv Polytechnic National University" (approved by the academic council of the university on June 20, 2017, protocol No. 35).