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In a world saturated with images and messages, what powers of persuasion do marketers have at their disposal to entice people to buy their products and services? Images in ads can help sell, yet words matter…. This program offers a survey of how aesthetics and typography, aided by design and illustration tools, are the bedrock of effective advertising campaigns. Looking at examples from late 19th-century theater posters, to 20th-century magazine ads and tv commercials, to 21st-century viral media campaigns, we will study the development of effective marketing and advertising techniques to apply that knowledge in today’s world.

We will develop skills in the critical analysis of visual culture by studying and evaluating a range of traditional media, such as print and commercials, as well as the more recent development of video marketing and its impact. At the same time, we will explore foundational marketing concepts, such as the importance of determining target audiences, and the need for marketers to devise messages that tap into consumers' emotional base and enhance their sense of self or group identity and values. How do marketers build specific images and messages that work? What makes a brand go viral? Why do some marketing campaigns fail, while others succeed? Case studies will shed light, for example, on why the New Coke campaign did not take off, or how Apple’s “Creativity Goes On” campaign resonated with people during the COVID pandemic.

We will learn to use digital vector graphics to create typographic designs that enlighten and persuade. Using Adobe Illustrator and other vector drawing tools, we will learn techniques and conventions for manipulating type as image. We will survey the history and development of typographic design and apply that knowledge to modern-day creativity. We will also learn the basic coding necessary to present our work on the web, including specific web presentational techniques for typographic visual communication.

Lectures, seminars, and workshops will give students an introduction to the disciplines of marketing, advertising, visual analysis, and principles of design. In project groups, students will be encouraged to unleash their creative spark by devising their own marketing and advertising campaigns.

This program is coordinated with Greener Foundations for first-year students. Greener Foundations is �鶹��’s in-person introductory student success course, which provides first-year students with the skills and knowledge they need to thrive at �鶹��. First-year students who register for 14 credits in this program will be placed into Greener Foundations for an additional 2 credits, totaling 16 credits.

Anticipated Credit Equivalencies:

4 - Introduction to Marketing

4 - Image Analysis for Advertising

4 - Introduction to Digital Illustration

2 - Marketing Projects