Students will be able to think more strategically in the service of an ad campaign.
Language of Advertising
Students will be able to deal with and create the language of advertising.
Students will be able to participate in collaborative processes through working with senior ad students with different talents.
Type and Image Meaning
Students will be able to incorporate type and image to generate original, meaningful visual artifacts with attention to the companion parts of letters, the total typographic system, and how meaning unfolds in combination with imagery.
Students will be able to analyze and utilize letterforms, typestyles, and families of typefaces from an understanding of the standard structure, history, and nomenclature of type. Students will be able to recognize the expressive qualities of type, discern the subtleties in type choices, and understand the varying earmark characteristics and individual attributes of a letterform. Students will be able to identify how size, color, value, shape, structure, texture, and placement conveys information beyond the literal content of words.
Letterpress as an Alternative Process
Students will be able to apply the principles, aesthetics, and unique qualities of the alternative process of letterpress, including being able to print creative work using a press as a distinct alternative to the computer.