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AKTU Design and Communication Practices-III (BBFA503) Syllabus PDF – BFA 3rd Year
Design and Communication Practices-III BBFA503
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Official AKTU syllabus of Design and Communication Practices-III (BBFA503) for BFA 3rd Year – 3 credits, L-T-P 2-1-0. Read the unit-wise course content, course outcomes, evaluation pattern and recommended books online, or download the PDF.
Syllabus — Design and Communication Practices-III
Download PDFBBFA503 · 3 credits · L-T-P 2-1-0
Course Objectives
- Advertising is a form of communication used to encourage or persuade an audience to take some action.
- This module introduces the concept of communication research in advertising.
- It builds understanding of the roles of copy-writers and art directors in the creative process.
- It introduces packaging technology as a communication and marketing tool.
Course Outcomes
- Understand the role and methods of advertising research in developing creative strategy.
- Explain the process of copy-writing and its relationship with advertising art.
- Describe the role of the art director in effective visual communication.
- Understand the fundamentals of packaging technology, sustainability and branding trends.
Course Content
| Units | Course Contents | Lectures |
|---|---|---|
| UNIT-I | Research in Advertising • What is advertising research? • Types of research methods • Role of research in creative strategy • Consumer behaviour and market analysis | 10 |
| UNIT-II | Advertising Copy-Writing • What is copy-writing • Role of the copy-writer in effective communication • Relationship between Advertising Art and Copy • How copy-writers work on creative strategy | 10 |
| UNIT-III | Advertising Art-Direction • What is Art Direction • Role of the Art Director in effective communication • How the Art Director works on creative strategy | 10 |
| UNIT-IV | Packaging Technology • Print production of packaging design, essential symbols • Sustainable and eco-friendly packaging • Packaging trends in branding and marketing | 10 |
Suggested Assignments
Assignment 1: Prepare a creative brief and write advertising copy for a chosen product/brand across two media (print and digital).
Assignment 2: Study the packaging of five brands from the same category and prepare a comparative report on sustainability practices.
Text Books
- William Wells, John Burnett & Sandra Moriarty, Advertising: Principles and Practice, Pearson.
- Jim Aitchison, Cutting Edge Advertising, Pearson.
- Giles Calver, What Is Packaging Design?, RotoVision.
Reference Books
- Robyn Blakeman, Advertising Campaign Design, M.E. Sharpe.
- Mario Pricken, Creative Advertising, Thames & Hudson.
Online Resources
- https://www.adweek.com
- https://www.thedieline.com (packaging design case studies)
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