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Unit Code and Title : Visual Communication 2

Unit Leader : Mr. Choo Kam Thong ( aSir / 016 685 7375)

Tutor : Mr. Choo Kam Thong ( aSir / 016 685)

Academic Year : 2009

Session : 2009—October

Course : Graphic Design

Year of Study : Year 2, Semester 4, Term 1

Credit Hour : 3

Lecturing & Tutoring Time Table/Hours

Lecturer/Tutor Day Time Venue

Mr. Choo Kam Thong (aSir) Monday 9.00am – 1.00pm AV Room

Consulting Time Table/Hours

Lecturer/Tutor Day Time Venue

Mr. Choo Kam Thong (aSir) Monday 2.00pm – 6.00pm Gallery

Mr. Choo Kam Thong (aSir) Wednesday 9.00am – 1.00pm & 2.00pm – 6.00pm Gallery

Mr. Choo Kam Thong (aSir) Friday 2.00pm – 6.00pm Gallery

Student’s Handout: Page 1 of 5
Course Synopsis:
This unit introduces students to the basic concepts and elements of Above & Below-The-Line (ATL & BTL) design/campaign media of visual
communication; its development—planning and designing promotional Above & Below-The-Line design/campaign materials.

Course Objectives:
1. To introduce students to the principles and theories of Above & Below-The-Line media as visual communication model
2. To develop an understanding of the Above & Below-The-Line media design/campaign process
3. To develop the ability of planning and designing promotional Above & Below-The-Line design/campaign materials

Course Learning Outcome:
After completing this unit, students will be able to:
1. Differentiate types of Above & Below-The-Line designs and campaign
2. Identify the types of ATL/BTL designs and campaign, its strengths and weaknesses and factors that advertisers use to make decisions
3. Develop an understanding of cohesive disciplines of visual communication: packaging, photography, illustration, typography, and advertising
design techniques
4. Explain how ATL/BTL design/campaign strategy and planning lead to effective final outcome

Class structure:
Lectures, small group tutorial, discussion and presentation

Grading

Course Work 70 %

Assignments (1, 2, & 3) 60 %

Final Project 40 %

Total 100 %

Weekly Module

Student’s Handout: Page 2 of 5
Week Lecture Topic Tutorial Topic Assignment Reference

1 Fundamentals & Evolution: Tutorial 1: Assignment 1: Meggs, P. B., & Alston, W. P. (2006). Meggs’ history of graphic
Mascot designs design. (4th ed.). New Jersey: John Wiley & Sons, Inc.
1. Communication model as Work Progress of
advertising design Assignment 1 Wells, W., Moriaty, S. & Burnett, J. (2006). Advertising principles
2. The Great Pioneers (Ad. Ages) and practice. (7th ed.). New Jersey: Pearson Education.
Tutor’s critique and supervision
Briefing Assignment 1:
Mascot designs

2 Key Designation: Roles & Duties: Tutorial 2: Assignment 2: Clair, K. (2005). A typographic workbook: A primer to history,
Packaging designs techniques, and artistry. New York: John Wiley & Sons.
Art Director Assignment 1:
1. Art directing for print Presentation & Submission Claver, G. (2004). What is packaging design?. Switzerland:
2. Roles and duties of an Art Director Rotovision.
Work Progress of
Copywriter
Assignment 2:
3. Copywriting for print
4. Roles and duties of a Copywriter Tutor’s critique and supervision

Briefing Assignment 2:
Packaging designs

3 The Principles: Tutorial 3: Assignment 3: Wells, W., Moriaty, S. & Burnett, J. (2006). Advertising principles
POP design~ Hanging mobiles and practice. (7th ed.). New Jersey: Pearson Education.
1. The roles and function of Assignment 2:
communication/advertising Presentation & Submission Konikow, R.B. (1989). Point of purchase design 2. Glen Cove, NY:
2. What make PBC International Inc.
communication/advertisement
effective?

Briefing Assignment 3:
POP design~ Hanging mobiles

Student’s Handout: Page 3 of 5
Week Lecture Topic Tutorial Topic Assignment Reference

4 The Research & The Planning: Tutorial 4: Assignment 3: Wells, W., Moriaty, S. & Burnett, J. (2006). Advertising principles
POP design~ Hanging mobiles and practice. (7th ed.). New Jersey: Pearson Education.
1. Research used in communication & Work Progress of
Assignment 3: Konikow, R.B. (1989). Point of purchase design 2. Glen Cove, NY:
advertising
PBC International Inc.
2. Creative Brief Tutor’s critique and supervision

5 The Practice: Tutorial 5: Final Project: Wells, W., Moriaty, S. & Burnett, J. (2006). Advertising principles
Above & Below-The-Line and practice. (7th ed.). New Jersey: Pearson Education.
1. The key player Assignment 3: Campaign
2. The art and science of creative Presentation &Submission Koike, T. (2007). New p.o.p. design 2. Japan: Alpha Planning Inc.
advertising design
Work Progress of Final Konikow, R.B. (1989). Point of purchase design 2. Glen Cove, NY:
Briefing Final Project: Project: PBC International Inc.
Below-The-Line Advertising Campaign Tutor’s critique and supervision

6 The Practice: Tutorial 6: Final Project: Wells, W., Moriaty, S. & Burnett, J. (2006). Advertising principles
Above & Below-The-Line and practice. (7th ed.). New Jersey: Pearson Education.
3. The effects behind advertising Work Progress of Final Campaign
effectiveness Project: Konikow, R.B. (1989). Point of purchase design 2. Glen Cove, NY:
4. Discovering the objective Tutor’s critique and supervision PBC International Inc.

7 The Practice: Tutorial 7: Final Project: Temporal, P. (2001). Branding in asia: The creation, development
Above & Below-The-Line and management of asian brands for the global market. Singapore:
5. How agencies work? Work Progress of Final
Project:
Campaign John Wiley & Sons (Asia) Pte. Ltd.

6. How does consumer behaviour Konikow, R.B. (1989). Point of purchase design 2. Glen Cove, NY:
Tutor’s critique and supervision
work? PBC International Inc.

8 The Practice: Tutorial 8: ~ Temporal, P. (2001). Branding in asia: The creation, development
and management of asian brands for the global market. Singapore:
7. Why do consumers like brands? Final Project: John Wiley & Sons (Asia) Pte. Ltd.
8. The differences between brand and Presentation & Submission
identity and brand image Konikow, R.B. (1989). Point of purchase design 2. Glen Cove, NY:
PBC International Inc.

Student’s Handout: Page 4 of 5
Main Reading List:

1. Meggs, P. B., & Alston, W. P. (2006). Meggs’ history of graphic design. (4th ed.). New Jersey: John Wiley & Sons, Inc.

2. Wells, W., Moriaty, S. & Burnett, J. (2006). Advertising principles and practice. (7th ed.). New Jersey: Pearson Education.

Additional Reading List:

1. Claver, G. (2004). What is packaging design?. Switzerland: Rotovision.

2. Konikow, R.B. (1989). Point of purchase design 2. Glen Cove, NY: PBC International Inc.

3. Temporal, P. (2001). Branding in Asia: The creation, development, and management of Asian brands for the global market. Singapore: John
Wiley & Sons (Asia) Pte. Ltd.

4. Newark, Q. (2007). What is graphic design? Essential design handbooks. Hove, UK: RotoVision SA.

Student’s Handout: Page 5 of 5