School: CSUN Dept: Art Course: ART 345 EA [Entertainment Advertising Design] Term: Spring 2015 Tuesday/Thursday 6:00 8:45
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1 School: CSUN Dept: Art Course: ART 345 EA [Entertainment Advertising Design] Term: Spring 2015 Tuesday/Thursday 6:00 8:45 Taught by: Alex Swart, M.A. Office hours: Tuesday 5:00-7:00PM (appointment suggested) Contact: DESCRIPTION This course concentrates on the theory and practice of print advertising design for the entertainment industry. Students will be expected to develop a combination of graphic design, illustration, and branding skills. Assignments will include the creation of posters, print ads, billboards and online banner ads for the purposes of promoting motion pictures and television. Utilizing industry-standard software, the course also includes historical and contemporary references, as well as theoretical and conceptual approaches. Objective CSUN is located in the Los Angeles area, the leading region of employment for Entertainment Advertising Design, which is a specialized profession that combines aspects of graphic design, illustration, branding and marketing for the purpose of promoting motion pictures and television and other content for the screen. The objective of this class is to prepare students for careers in this creative field, and learn industry best practices. Materials Students need access to a computer with Photoshop, equipped with an electronic drawing tablet and stylus. sketch pad 9 x 12 #2 graphite pencils small eraser small ruler Course Content 1) Presentation of the historical evolution of graphic design for entertainment advertising. 2) Examination of how to transpose genre conventions into elements of persuasion. 3) Critical study of compositional styles and use of color. 4) Research and analysis of the use of typography in entertainment advertising. 5) Development of an individual design sensibility for commercial application of graphic design. 6) Comprehensive examination of the conceptual process and team approach to graphic design for entertainment advertising. 7) Examination of professional practices, attitudes, and skills related to a graphic design career in entertainment advertising. 8) Development of skills in communication of graphic concepts for entertainment advertising, including oral and written presentations and portfolio-quality visual presentations. 9) Critical review and discussion of individual projects.
2 Description of Classes, Lectures and Assignments Week 1 January 20, 22 Tuesday Introductions. Discuss course objectives/goals. Introduction to Ent. Adv. Careers describe the path of an entertainment art director. Necessity of good production skills/speed/knowledge of best practices, deadline fulfillment. Review Syllabus. Lecture: Asking Good Questions Thursday Lecture: Entertainment Advertising: The First Century (What s the Sell Discussion of the story sell, concept sell, and star sell.) Assignment: Research and analyze examples of television or feature film advertising that illustrate the three positioning categories discussed in class and write analytical paragraphs explaining your categorizations. DUE Tuesday, January 27 Discuss importance of writing and verbal skills in presenting your work. Week 2 January 27, 29 Tuesday Turn in The Sell assignment. Class discussion each student presents one example and articulates the selling strategy to the class. Lecture: Adventure, Mystery and Marketing: Using Genre Conventions in Advertising Design. Thursday Screening: Classic Film [TBD]. Discuss elements of the film and possible points of advertising emphasis. Assignment: Create key art for Classic Film. Week 3 February 3, 5 Tuesday Lecture: Modern vs. Montage. Dissemination of photo materials for Classic Film project. Explanation of thumbnail process. Lab: Begin conceptualizing classic film poster. Nine (9) thumbnails due on Thursday (aspect ratio 2 x 3 ). Thursday Initial thumbnails due. Lab: Develop classic film concepts and begin building key art (initially in black and white/gray scale only). Week 4 February 10, 12 Tuesday Lab: Develop and build key art. Black and white version due at beginning of class on Thursday, Sept 18. Thursday Crit on B&W key art. Lecture: The Moods of Type. Assignment/Lab: Begin work on logo concepts/title treatments for classic film. Final assignment due on Friday, Sept 19 in PDF format to be ed to Alex Swart alex@swartad.com. Also to be printed out and brought to class for critique on September 19. (8. 5 x 11 minimum paper size.) Week 5 February 17, 19 Tuesday Lecture: Color! Color! Color! Creating a Mood and Unifying the Composition. Assignment/Lab: begin color execution of classic film poster key art and integrate title treatments into the composition. Thursday Assignment: Watch the Oscar Telecast on Sunday, Feb 22 at 4PM PT. Write a one-page review of the telecast. Due Tues, Feb. 24. Also, turn in final title treatments, printed on 8.5 x 11 landscape format. Critique of title treatments. Completed movie poster assignment incorporating title treatment and color key art due on Tuesday, October 1 in PDF format to be ed to Alex Swart alex@swartad.com. Also to be printed out and brought to class for critique on October 1. (11 x17 paper size.)
3 Week 6 February 24, 26 Tuesday Turn in assignment (printed out). Critique of comps. Lecture: Television Advertising: It s About Driving Tune-in [on multiple platforms]. Thursday Screening: Television Series (title TBD). Discussion of genre conventions as applicable to the series. Disseminate photo materials and logos for Television Series. Assignment: develop (thumbnail) print ad concepts (8.5 x 11 ) for Television Series. Week 7 March 3, 5 Tuesday Lecture: Reflections of Diversity in Film and Television Advertising. Critique of Television Series thumbnail concepts. Lab: Revise concepts. Begin building comps. Thursday Lab: continue to work in class on comps. Completed Television Series comps due on Tuesday, Oct 14. Week 8 March 10, 12 Tuesday Critique: Television Series comps. Lecture: Big Pictures: Outdoor Advertising. Assignment/Lab: Breakdown Television Series Ad into horizontal billboard format 12 x 24 (which represents 12 x 24 Billboard) in thumbnail format. Present 9 thumbnails/tissues. Thursday Critique of Television Series Outdoor thumbnail concepts. Lab: begin building comps. Completed Television Series Outdoor comps due on Tuesday, Oct 21. Week 9 March 17, 19 Tuesday Turn in assignment (printed out). Critique of comps. Introduce digital ad breakdowns assignment. Discussion of limitations and opportunities with online ad design. Lab: tissue or compose three related key frames based on previous print/outdoor creative that indicate the transitions. Due Thursday, Oct 23. Thursday Critique of online ad tissues or static PSD key frames. Lab: commence with animation Photoshop gif or (Flash optional). Week 10 March 24, 26 Tuesday Turn in assignment (Animation ed to alex@swartad.com by noon, 12PM today), to be reviewed/critiqued in class that same evening. Screening: The Emmys. Assignment: Develop key art/fp ad (8.5 x 11 ) for the Annual Primetime Emmy Telecast. Disseminate materials. (Academy of Television Arts and Sciences, assignment sponsor). Thursday Lecture: The Big Event. Lab: work on tissues for Emmy ad. Nine tissues due in class on March 31. Week 11 March 31, April 2 Tuesday Lab: Critique of The Emmys tissues. Commence building comps. Lecture: Now, That s a Concept. Thursday Lab: continue building comps. Final comps due Tuesday, April 14. [Spring Break]
4 Week 12 April 14, 16 Tuesday Thursday Turn in assignment (printed out). Critique: The Emmys comps. Assignment: breakdown Emmy comp into 12 x 24 Horizontal Billboard layout. Lab: continue to work on billboard comps. Assignment due Tuesday, November 18. Week 13 April 21, 23 Tuesday Turn in assignment (printed out). Critique: Emmy billboards. Thursday Lecture: Professional Ethics. Lecture/discussion: Brand You: Adapting Your Individual Design Sensibility in a Corporate World. Assignment: create a personal brand identity system aimed at the Entertainment Industry. Elements to design: personal logo, web page, business card, and write a personal statement. Bring work in progress to class on Tuesday, April 28. Week 14 April 28, 30 Tuesday Interactive Lab: Words and Pictures Concept Mash-up. Thursday Lab: TBD Week 15 May 5, 7 Tuesday Purple Crit Room Thursday Lecture/Discussion: How You Get There: Presentation and Interview Strategies for Entertainment Advertising Careers. Week 16 May 14 Tuesday No class Thursday 8:00pm: Final Examination METHODS OF EVALUATION and EXPECTATIONS Attendance and Participation Roll will be taken at the beginning of class. Students not present at the time of roll will be considered tardy. 3 tardies is equal to one absence 3 absences will lower a student s grade by one full point (ex: B- to C-) 6 absences: Student will not pass the course Missing more than 30 minutes of class is considered an absence Because the University emphasizes group interaction in the classroom, attendance is required and is a strong determinate of the students success in this course. If a student is absent, benefits received from classroom involvement are lost as are the student s contributions which otherwise could have enhanced the learning experience of fellow students. Students should not leave the classroom during critiques, discussions and demonstrations. Students may leave the classroom during the break, which is approximately 75 minutes after the beginning of class. Students are responsible for completing all material assigned or discussed in class. In order to gain the full benefit of this course, attendance is mandatory. Throughout the course, there will be various visual presentations, demonstrations, discussions and handouts, which may not be indicated in the syllabus. There may also be various reading assignments and possible quizzes, which are not presently indicated in the syllabus. Students are responsible for all information missed due to absence or tardiness. Demonstrations and information will not be repeated. Student s cellular phones must be turned off during class no exceptions.
5 Students wishing to bring visitors to class must first ask the instructor s permission and then make arrangements with the Art Office. Students are expected to generate computer output outside of class. All assignments will be completed and delivered by the deadline (beginning of class). An absence is not an excuse for a late project. Late projects will penalized a letter grade for every class period not turned in. Students who are absent more than 2 times eliminate chances of receiving an A (except in rare cases). Students who are absent more than 3 times may be encouraged to drop the course. Tardiness is not tolerated (3 tardies = 1 absence; A tardy after 50% of class session has elapsed = 1 absence). Students are expected to participate in discussions and presentations. In professional practice, missed appointments and deadlines can cost one their job, clients and reputation. The intention of the attendance and participation policy is to encourage the opposite diligent, professional attitudes that facilitate successful careers. ASSIGNMENTS 1) Classic Film Movie Poster Students learn to interpret genre-specific approaches (such as Westerns, Horror, Comedy) to designing entertainment. 2) Television Program Tune-in Ad Students create network-brand specific advertising intended to attract the attention of viewers to a channel destination. 3) Television Series Outdoor Ad Through simplification and clarity, students will learn the special challenges of visually communicating for the brief attention span of a commuter audience. 4) Campaign for Special Programming: Awards Campaign Students will develop a visual vocabulary appropriate for special entertainment or sports events (such as the Emmys and the Olympics). GRADING Students will be graded on the quality of their work with evaluation based on the following criteria: 1) Concept Development 2) Communication clarity 3) Execution 4) Participation GRADING SYSTEM A A A B B B C C C D D D+ (Below 60 is a failure)
6 COURSE GRADE WILL BE DETERMINED BY THE FOLLOWING: 1) The Sell (analytical paper) 10% 2) Classic Film Movie Poster (concept/tissues) 10% 3) Classic Film Movie Poster (B&W key art) 10% 3) Classic Film Movie Poster (title treatment) 10% 3) Classic Film Movie Poster (color combination) 10% 4) Television Program Tune-in Ad 10% 5) Television Series Outdoor Ad 10% 6) Campaign for Special Programming: Awards Campaign 20% 7) Various exercises TBD 30% 8) Class Participation 20% 9) Final Examination 20% GUEST SPEAKERS TBD. LECTURES AND ASSIGNMENTS MAY BE REVISED AT INSTRUCTOR S DISCRETION. References/Reading List. Cawelti, John C., Adventure, Mystery Romance: Formula Stories as Art and Popular Culture, University of Chicago Press, 1976 Gerster, Carole (and Zlogar, Laura), Teaching Ethnic Diversity with Film: Essays and Resources for Educators in History, Social Studies, Literature and Film Studies, McFarland & Company, 2006 Kaminsky, Stuart, American Film Genres: Approaches to a Critical Theory of American Film, Dayton, Ohio, Pflaum Publishing, 1974 Marsh, Graham (ed.), Blue Note: The Album Cover Art, San Francisco, Chronicle Books, 1991 Nourmand, Tony (and Marsh, Graham), Film Posters of the 50s: The Essential Movies of the Decade, Woodstock, New York, The Overlook Press, 2001 Nourmand, Tony (and Marsh, Graham), Film Posters of the 60s: The Essential Movies of the Decade, Woodstock, New York, The Overlook Press, 1998 Nourmand, Tony (and Marsh, Graham), Film Posters of the 70s: The Essential Movies of the Decade, Woodstock, New York, The Overlook Press, 1998 Nourmand, Tony (and Marsh, Graham), Film Posters of the 80s: The Essential Movies of the Decade, Woodstock, New York, The Overlook Press, 1998 Peters, Tom, The Brand You 50: Fifty Ways To Transform Yourself From An Employee Into a Brand That Shouts Distinction Commitment and Passion, Alfred A. Knopf, Inc., 1999 Rebello, Stephen, Reel Art: Great Posters From the Golden Age of the Silver Screen, Abbeville Press, 1988 Ries, Al (and Ries, Laura), The 22 Immutable Laws of Branding: How to Build a Product or Service into a World Class Brand, New York, HarperCollins Publishers, 1998 Snyder, Gertrude (and Peckolink, Alan), Herb Lubalin: Art Director, Designer and Typographer, New York, Rizzoli International Publishers, 1985 This syllabus is subject to change without notice. Students will be informed of changes during class sessions.
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