Visual Design.

One year Master course
Starting date: October 2013
Academic training + internship;

Classes ▼

Advertising Workshop

This course - made of experts' lectures and themed workshop - takes a look into both theoretical and practical side of contemporary advertising culture. Nowadays, practices require a reduction in the boundaries between the traditional domains of advertising. Young creative directors need thus to respond with “medium–neutral” ideas. Once there was advertising and below-the-line. Now, the new scenes of advertising communication impose on techniques that have nothing in common with the traditional approach. Advertising is rapidly changing its methodology - from persuasion to penetration - infiltrating everywhere to find new territories and new audiences whereas individuals – notoriously, targets – have learned to criticise, boycott, choose, advise, behave an establish different mutual relations.
It is actually with the relationship, the dialogue, the interchange between brands/products and individuals that the course will try to tune in and bring his own contribution to the debate. It is the young people or worse, the consumers who are less likely to be pouring over a screen but are more than likely to be found sitting in front of a monitor, using the net to connect and keep in contact exchanging ideas and stories. A blog or a group discussion can condition a prospect purchase much more than ads on TV or an a magazine. Advertisers, the ones who have stopped studying, are dangerously trying to intercept the phenomenon by creating a new vocabulary which talks about viral and guerrilla marketing but it is often only the workers’ resistant armoury obstructing the targets from looking in another direction.
The course proposes to teach advertising to young students who could one day become creative directors, bearing in mind, that the fundamentals are always valid because the rules of design luckily never change. There is a new awareness that must be considered. This is an awareness that passes through the net, through consumer associations, through the phenomenon of boycotting, through the movements of no-pubs and towards the way of thinking which is becoming more popular leaving behind the traditional channels of advertising. Advertising today is made up of conversation and experiments. This is what is going on during the classes.

Teachers

Paolo Iabichino

Graphic design has established itself as a vast professional field integrating different strands which are reflected in the variety of specialized career paths in the market. The Master course caters for the complexity of this scenario and allows profound experiences in the various areas of graphic design in order to promote a higher level of professional awareness and operational proficiency.