Course code MākZ2001

Credit points 2

Visual Advertisement

Total Hours in Course32

Number of hours for lectures10

Number of hours for laboratory classes22

Date of course confirmation20.04.2011

Responsible UnitInstitute of Education and Home Economics

Course developers

author Izglītības un mājsaimniecības institūts

Inta Paulsone

Mg. paed.

author Izglītības un mājsaimniecības institūts

Ivanda Spulle-Meiere

Mg. art.

Course abstract

The subject comprises the essence of the advertisement and rules for effective making of it. Possibilities of its using, draft making, modeling, text and visual element composing in the environment.

Learning outcomes and their assessment

At the end of the course a student knows the theory of creating visual advertising, is able to develop and analyze the visual concept of an enterprise and its textual advertising. A student is able to use the knowledge and skills to grow professionally.
Knowledge, skills and competences are reflected in individual practical work that is done in laboratory work. Evaluating the results - reviewing the work at the end of the semester.

Course plan

1. The nature of advertising, the reasons for advertising, the main rules.
2. Types of advertising, objects, features.
3. Use of computer programs for advertising.
4. Types of Attraction, Generating Ideas.
5. Visual advertising, means of expression, advertising elements, their specificity, role of communication in advertising
6. Textual advertising: signs, announcements, posters.
7. Color systems, color psychology.
8. Corporate style, symbol, stylization, branding. Hand drawing and computerized sketching
9. Layout, its application, materials.
10. Packaging, color selection, composition.
11. Composing advertising in the environment.Using the scanned materials.
12. Shop window, its design, types of compositions, materials.
13. Thematic, seasonal design.
14. Background and text in the shop window.
15. Lettering, font types. Using fonts.
16. Exhibition design, costs, equipment.

List of Laboratory Works
1. Optical letter spacing in text. Knows the theory of optical distances for laying, can compile distances. It is competent to apply knowledge and skills in further work.
2. Advertising, writing posters. Knows the types of letter writing and composition. Can use them in practice. It is competent to use in further work.
3. Silization Creation. Knows the theory of stylization, can use it in practice. It is competent to use in further work.
4. Branding. Know the theory of brand building, know how to use it in practice. It is competent to use in further work.
5.Screen Analysis. Knows shop window design theory, is able to analyze shop window design.
6.Screen sketch, project. Knows shop window design theory, is able to implement shop window design. It is competent to use in further work.
7.Gluing with adhesive paper. Knows shop window design theory, is able to design with adhesive paper.
8.Make a ticket for a holiday design. Presentation using different materials. Knows the ways and possibilities of holiday celebration, can use it in practice. It is competent to use in further work.
9.Packaging Project. Knows the principles of packaging, can use it in practice. It is competent to use in further work.
10. Produce an advertising sketch taking into account the environment, style, color consistency and other factors. Knows the theory of environmental advertising, is able to use it in practice. It is competent to use in further work.
11. Design sketch of the exhibition module. Knows the principles of exhibition design, is able to use it in practice. It is competent to use in further work.

Requirements for awarding credit points

Conducting practical work according to the theme, observing the rules and conditions of composition. Design your work according to requirements.

Description of the organization and tasks of students’ independent work

Independent evaluations and analyzes of shop window design and environmental advertising are performed. If necessary, the practical work started in the lesson is completed independently.

Criteria for Evaluating Learning Outcomes

1. Compliance with the theory of visual advertising;
2. Use of design-making methodology; 3.Composition, color matching;
4. Work culture;
5. Compliance with the visual concept.

Compulsory reading

1. Briška I. Kompozīcija. Rīga: Zvaigzne ABC, 2007. 55 lpp. 2. Briška I. Perspektīva un telpiskums. Rīga: Zvaigzne ABC, 2003. 32 lpp. 3. Veide M. Reklāmas psiholoģija. Rīga: Jumava, 2006. 247 lpp. 4. Patens D. Kā veidot mārketingu. Rīga: Lietišķās informācijas dienests, 2009. 262 lpp.

Further reading

1. Jurjāne A. Kompozīcija. Rīga: Neputns, 2005. 120 lpp. 2. Kundziņš M. Dabas formu estētika. Rīga: Madris, 2004. 168 lpp. 3. Bos B.E. Graphic Design since 1950. Thames & Hudson, 2007. 800 p.

Periodicals and other sources

1. Žurnāls "Studija". Rīga: Neputns, ISSN 1691-3094. 2. Žurnāls "Deko". Rīga: Santa, ISSN 1407-7027.