CAB315 - Advertising Concept Development II

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Last revision date 2018-05-30 12:56:17.245
Last review date 2018-07-30 09:57:56.535

Subject Title
Advertising Concept Development II

Subject Description
This subject is a workshop environment for the further development of skills in assessing the three basic areas of communication: strategy, concept and execution. Students will continue to develop strong problem solving and concept development skills. As well as improve their, copywriting, strategic thinking, illustration, photography, and visualization skills.

In this subject, students will focus primarily on visual communications, typographic design and layout techniques in order to help them communicate their advertising concepts clearly and powerfully. Projects include typography, layout, advertising campaigns that cover all print based media.

All students will complete a series assigned projects leading towards developing their creative portfolio.

The subject will cover three basic areas of study ? strategy, concept and execution. A creative person must be proficient in all three. The art direction of an ad must create an impact upon the audience through visuals appearing in magazines, newspapers, and television. To do this, they must be sensitive to strategy, copy, type, color, image creation, traditional layout design, and computer design. They must have an understanding of market trends, consumer attitudes, and social change, and these must be reflected in the finished advertising artwork.

Credit Status
Creative Advertising Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Conceive, write, design, edit, and produce marketing communication materials using industry-standard technology.
2. Evaluate and select appropriate production materials and techniques (e.g., print, broadcast, new media, other developing technologies)
3. Generate innovative alternatives, considering all aspects of the advertising process (e.g., concept development, execution, implementation)
1. Use professional communication and presentation skills when making oral and written presentations for a variety of purposes and audiences
5. Sell in appropriate situations
6. Use effective interpersonal skills when communicating and presenting
7. Use strong written and oral skills in various forms
8. Work in a professional and ethical manner, maintain professional relationships and communicate effectively with clients, coworkers, supervisors, and others.
9. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
10. Understand the propose of, and effectively meet all deadlines and project requirements.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.