Tuesdays | 1:30 – 6:00
Room 301 | The Warehouse
315-214-4071 (school) | 315 445 0649 (home)
toni@tatoland.com
Office Hours: Mondays 10:00– 1:00 (please sign up!)
To understand the fundamentals of advertising (more specifically the creative process) as it relates to the development of ideas that engage the audience(s) and satisfy business objectives. To be aware of the various media available to advertisers and understand how each may differ in effectiveness. To begin to develop portfolio-worthy ad campaigns.
Specifically, we will explore:
Advertising is an exciting, engaging, and sometimes grueling business. This class will be too.
Most classes will incorporate brainstretching exercises, lecture, and the presentations/critiques you will make to one another on given topics or your weekly concepts work. Be on time; coming to class late or unprepared will be considered in an absence.
You will be expected to work on both in- and out-of-class assignments. You must be prepared to present your work each week and to constructively critique others’ work. (Effective critiquing of creative work includes positive remarks and constructive criticisms, articulating why something isn't working, and specific suggestions for improvement.)
Some of your work will be done independently, and some will require you to work with others in teams.
Your active participation will factor into your final grade. You can expect to spend approximately 6-8 hours of independent study each week on class assignments.
You will be expected to turn in all of your assignments as well-designed digital prints in a presentation binder. SAVE EVERYTHING.
Final portfolios are due Tuesday, December 15th at 5:30pm.
Required Materials*
You may need access to the Internet for out-of-class assignments. You will not need a laptop in class. *Please bring required materials to class each week.
Advertising by Design: creating visual communications with graphic impact by Robin Landa: A brilliantly accessible approach to the creative process behind effective, memorable advertising. This full-color text provides a highly illustrative, behind-the-scenes look at developing successful ads for a variety of media–including print, television, online, and guerrilla advertisements–empowering students to find creative solutions. Paperback. New and used copies available @ Amazon.com from $33.50.
Creativity Email: Highlights the latest campaigns and buzz from the television commercials and production industries covered on AdCritic.com. Sent twice a week, Mondays and Fridays. Published by Advertising Age/Crain Communications. FREE!
AdAge Madison+Vine: Get weekly highlights the Advertising Age publication covering cutting-edge campaigns pushing the content commerce envelope. FREE!
Register for both e.mail newsletters on-line at http://creativity-online.com/register/index.php
AdAge® also publishes and distributes (at no charge) the following E-newsletters*:
AdAge Digital: The weekly e-mail newsletter and online section that delves into the myriad new forms of digital media and their effect on how marketers engage consumers. Includes news roundups from Ad Age editors and columns from such well-known digital media thought-leaders as Steve Rubel, senior VP, Edelman.
AdAge Daily News: Get highlights of the most important daily news from Advertising Age delivered to your e-mail inbox 5 days a week.
AdAge MediaWorks: Daily news coverage on broadcast TV, cable, radio, print pages, web sites and any of the myriad new places to reach consumers: VOD, broadband, mobile, videogames, iPods and whatever else is coming around the bend.
*To subscribe to any/all of AdAge E-newsletters, register on the Creativity-online.com registration page (http://creativity-online.com/register/index.php)
The Advertising Century: Learn about our industry's most meaningful people, events, trends, issues, controversies and advertising executions. Go to: http://adage.com/centur
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads By Luke Sullivan. Paperback. New and used copies available @ Amazon.com from $1.77 - $19.98.
Study print ads in magazines, newspapers, industry publications and annuals (can be found in The Warehouse Design Library).
To have the ability to influence people (which is after all the point of advertising), you must be able to communicate with them, not at them. To communicate with people, you must have common ground. It is therefore critical for successful advertising professionals to be as fluent in life experiences and opportunities as possible. To build your points of reference base: Start collecting cultural and pop culture experiences. Read, watch t.v. shows and movies. Attend religious, ethnic, and political events. Travel to new places. Try new foods. Meet new people. Change to a radio station you don’t normally listen to. Do crossword puzzles. Play Trivial Pursuit. Take photos to learn to really look at things around you. People watch. Observe. Wonder. Capture your thoughts. Write…
My office hours are Monday morning and by appointment. Please sign up ahead of time; there should be a signup sheet on my office door, otherwise, email!
I am frequently online to touch base with students. My screen name is tonitoland. Please IM me if you are having problems! Just let me know who you are since most screen names are always unique and often obscure. I will never IM you first, as I respect your privacy, unless it’s urgent
If you need to email me for any reason (and please, feel free to contact me this way ANYTIME!) address all email to toni@tatoland.com.
Your final grade will be based on this criterion: attendance*, class participation, and the quality of your work. Percentages for activities are as follows:
It is critical that you attend all classes, critiques and required field trips. Do not make vacation plans or appointments during class time. Absences are excused only for medical or special circumstances (requiring documentation from your doctor and/or the Office of Student Services). Failure to provide or make arrangements for the documentation will result in an unexcused absence. Students arriving late, not participating, not being prepared, or leaving early will also be counted as absent. Three or more absences will result in you earning an “F” for this course. In regards to professional symposiums, conferences or other educational events, excused absences are at my discretion—consult with me prior to making arrangements.
In the design field it is imperative that you complete your projects as per the scheduled deadline. Failing to submit work on time will result in a penalty of a 10% grade reduction for each day it is late. Partially complete work will be accepted on the project due date and graded accordingly. Missing or incomplete assignments may not be submitted for re-grading. Extenuating circumstances will be considered with appropriate documentation ahead of the deadline.
The academic community requires ethical behavior from all of its participants.
For designers, this means that the work you claim as yours must be conceived and developed by you alone.
You are not always expected to come up with new ideas; your thinking may build on the ideas of others. You are expected, therefore, to credit contributions from other sources and to clearly indicate the scope of your own contributions to the design solution. Failure to do so will result in serious consequences, including failing the project, failing the class, or being dismissed from the program.
Academic Integrity is not simply about plagiarism as it relates to written papers. Using objects, materials, and concepts created by another without attribution will also result in consequences.
Using Internet resources can be especially dangerous as it can blur the distinction between one’s own work and plagiarism. If a web site is referenced in a project, it must be a verified site, and appropriately cited.
Damaging, manipulating, moving, or deleting another student's work is also an academic integrity violation. Please be very careful in this respect.
When working collaboratively, be honest and clear in your presentation as to which role you played in the final solution.
If you have any questions about a project see me; I can often help you to use the work in a legal, ethical, and appropriate way.
Details regarding the Syracuse University academic integrity policy, and examples of how it may be violated, can be found in the Syracuse University Student Handbooks; or, online at: http://students.syr.edu/handbook/
Students who are in need of disability-related academic accommodations must
register with the Office of Disability Services (ODS), 804 University Avenue, Room 309, 315-443-4498. Students with authorized disability-related accommodations should provide a current Accommodation Authorization Letter from ODS to the instructor and review those accommodations with the instructor. Accommodations, such as exam administration, are not provided retroactively; therefore, planning for accommodations as early as possible is necessary.
Laptops, Cell Phones and/or PDA’s are not allowed on/operating in class unless required for your teamwork and/or presentations at appropriate times. Please be fair to your fellow classmates and the instructor by making sure your electronics are off when class is in session.