COMMUNICATION

DESIGN DEPARTMENT
FACULTY OF ART, CABE, KNUST

COURSE CODE AND TITLE: DAD 369: ADVERTISING DESIGN

SEMESTER AND YEAR: 1 SEMESTER 2022/2023
CREDIT HOURS: 2

COURSE LECTURER: Dr Ginn Assibey Bonsu

 Welcome
Welcome to the DAD 369: ADVERTISING DESIGN. It is a course driven by
professionalism and creativity . This lecture is an introductory section
about the course and ourselves as well as our expectations and the
course expectations
Course Description
Students master the principles of developing potent advertising. The
course facilitates interaction between students and industry
professionals. Tutoring is provided to enable students develop
presentation skills. Ac-tivities engaged in provide material for
research; the course output is closely monitored by the lecturer to
assess the evidence of transferable skills.
Course Objectives
1. Explain advertising and advertising design;
2. Demonstrate the understanding of the facets of advertising design and
types;
3. Understand message objectives as applied in advertising;
4. Apply advertising design approaches and methods;
5. Write and execute advertisements for print media, TV, online and radio
Requirement For Completion
of This Course
1. The creation of advertisement for print media, TV and Radio are
required for the completion of the course
2. All assignments should be completed and submitted on time.
3. No assignment will be accepted after the stipulated time or day unless
the student has a medical excuse note.
4. All assignments are supposed to be done by students personally without
subcontracting them to any commercial outlet.
5. All students should have a clip book
Course Logistics & Deliverables
1. The course will be delivered weekly and will combine theoretical
lectures, studio practice and presentation formats.
2. Students will be divided into teams to work on projects.
3. Research Report ( Team assignment)
4. Creative Brief
5. Print Advertisements, TV Commercials and Radio Spot
6. Class Presentations and Public Space advertisement
Mode Of Delivery
1. Face-to-Face and Zoom Lecture
2. Presentations and Demonstrations
3. Team Projects Execution in Class
Course content
• Week 2: Creative advertising; Creative philosophies; Creative thinking; Creative roles
• Week 3: Creative process; Creative strategy facets; Creative brief - Team Project
• Week 4: Message execution; Preparing the ad; Headline, Slogan and Body copy
• Week 5: Creating Print Advertisements – Newspapers
• Week 6: Creating Print Advertisements – Outdoor and Ad in Transit
• Week 7: Print Advertisement Jury
• Week 8: Creating TV Advertisements;
• Week 9: TV Advertisements Jury
• Week 10:Advanced Advertising Strategies – Live Project on KNUST Campus – OC
• Week 11:Advanced Advertising Strategies - On-site Installation and Evaluation
• Week 12:Post Assessment of Advanced Advertising Strategies
Students’ Evaluation
• Continuous Assessment - 30%
• Class attendance and participation - 5%
• Class assignments - 10%
• Mid semester examination - 15%
• End of semester examination - 70%
• Total - 100%
Inclusive Learning
Students are urged to discuss privately any
impairment-related requirements face-to-face and/or
in written form with the courses lecturer.
Academic Integrity
Ø The University views cheating in coursework as a serious
academic offence and will not tolerate cheating, or assisting
others to cheat.
Ø The work that students submit for grading must be their own
work. Where work from other sources is used, it must be properly
acknowledged and referenced.
Ø Students should learn Harvard Style of Referencing and apply it
in all assignments.
Reading List
1. Book, C. A. & Schick, C. D. (2001). Fundamentals of Copy & Layout. Illinois: NTC Business
Books.
2. Brooks, P. (2005). Communication and Advertising: Simple Step by Step Series. New Delhi:
3. Infinity Books.
4. Maslen, A. (2015). Persuasive Copywriting: Using Psychology to Influence, Engage and Sell.
London: Kogan Page.
5. Shaw, M. (2012). Copywriting: Successful Writing for Design, Advertising & Marketing.
6. London: Laurence King.
7. Sugarman, J. (2006). The Adweek Copywriting Handbook: The Ultimate Guide to Writing
8. Powerful Advertising and Marketing Copy from One of America's Top Copywriters. New
Jersey: Wiley.
Thank you