Professor Ellen Baryshev    ellenbaryshev@gmail.com; office Mon, 10:30 am - 11:30 am, room P 112, COMD dept.
Professor Ellen Baryshev     ellenbaryshev@gmail.com
Office Wed, 5pm - 6pm, room P115, COMD dept.

IMPORTANT: if you were absent, you still have to do and submit your homework for the next class using the information below
WEEK 4, Monday
1. Developing the ad concept - HOW IT NEEDS TO BE SAID – the primary IDEA behind the piece.
The design concept is the creative solution to the design problem. The concept should COMMUNICATE the objectives in the best way: express the personality and spirit for the company, establish a headline, establish the image(s), unify all elements of your design, etc.
Examples of some ad campaignes; lokk at the style of each one:
Faber-Castell: True Colours
Harley-Davidson Motorclothes
App Ads

Adverting concepts varieties

2. Thumbnails, roughs, comps and final work:
1. Thumbnails are very small sketches of design ideas (around 3x3 inches)
2. Roughs are the real size elaborated sketches with as many details as possible
3. Comps (comprehensives) are almost finals; that is what you show to the client for their final approval
4. Completely finished and polished final work for a client
Some examples:
Poster thumbnails
Logo thumbnails (with a final logo)
Roughs (brochure)
Roughs (brochure)
Western Ad Rough
Thumbnail for Kellogg's package; Pencil rough for Kellogg's package
Grand Central Terminal poster - work on Rough; Grand Central Terminal final poster (artist Yuko Shimizu )

Stages of developing the concept:
1. Thumbnails:
Sketch or draw thumbnails. Looking at relevant information will give you a better understanding of the problem. Research stimulates your mind, and brainstorming on paper is the natural result. Thumbnails are your blueprint, if you think visually with thumbnails, you will eventually solve the problem.
2. Rough:
This is where you think through all the details. What colors should be used? What typefaces are needed to communicate your idea or message? You can use markers, color pencils, computer (then you have to print them in color), etc.
Choose at least two different best ideas and develop thumbnails into a roughs (so, totally there will be 6 roughs). The size is approximately 8.5x11 inches (the letter size).

9/18 is the Roughs class presentation; responsible art director


Art directors: choose at least two different best ideas and develop thumbnails into roughs (so, totally there will be 6 roughs) for the class presentation.
Reminder: it will be physical, not digital, presentation. We will attach papers to the blackboard

Objective statements

Copywriters: by this time you should finish discussions of all details with your partner, including several (about 10) headlines to choose from.
Print and submit the finished Objective Statement; take care about its readability, mistakes and typos, punctuations, etc. I will consider all these issues while grading.

AD REDO, the second improvement

Finish improving your AD REDO for the second time and submit it into the dropbox; name is Final2


WEEK 3, Wednesday

1. Ad elements (components)
- The visual – the image
- The line (headline) – the main verbal message in the ad
(The line and the visual together communicate/express the concept)
- The body copy – the narrative that provides more information
- The slogan/tagline (used in the whole ad campaigns)
- The Sign-off – usually it is the product or service’s logo
Nike example:

2. Developing the strategy for your campaign, so called creative brief. That is analysis of key factors such as the audience, product or service advantage, etc. The main questions start with WHAT. Establish your objectives, the questions to ask you will find in the AD CAMPAIGN PROJECT PLAN.

Think about headline together.
Creative brief video (2 minutes)
To write the the objectives statement is the job of the copywriter.
Here is the OBJECTIVE STATEMENT GUIDELINE, question/answer format
These articles will help you with headlines:
21 Tips for Writing Great Ad Headlines
Headlines examples (but you have to create your headline)
More on the internet ...

3. Start thinking/speaking about the concept for your campaign. The design concept is the creative solution to the design problem, that it HOW it needs to be said. For example:
Cement Bridge
I Always Carry It With Me
Dirt Devil Vacuum Machine TV Commercial – brilliant creativity and humor example
More concept examples and the explanations are in your homework

Working on ad campaign

1. Finish working on the strategy
Copywriter only: type the objective statement; put it into the dropbox for now
2. Study the possible concepts very carefully, then make several thumbnail sketches. You will discuss them in class between yourself; I will help.


WEEK 3, Monday
1. To be a good designer you have to learn how to SEE AND UNDERSTAND WHAT IS GOOD, and apply that to your work.
Good design and clear concept examples:
Shriram Cement ad
Choose Life ad
Macdonald ad
Coffee ad image
Architects poster
Culinary Cervices
Posters Design book cover

2. Advertising discussion

Advertising campaign is a series of coordinated ads in one or more media.
Example - Red Label Tea print ad campaign:


9/9 – Developing the teams. Choosing company product or public awareness campaign; research
9/11 – Developing the strategy, objective statement (responsible the copywriter)
9/16 – Working on concept; thumbnail sketches and their individual discussions; roughs development (responsible the art director)
9/18 – Roughs class presentation; working on design after class critiques
9/23 – Design executions – working on comps
9/25 - Finishing working on comps, printing projects
9/ 30 – No class (Mon)
10/2 Project class presentation

Working on ad campaign

Finishing working on research, the questions from the Strategy part will help to understand what exacly to look for.

Working on and finishing AD REDO

Finish improving your AD REDO and submit it into the dropbox

Photoshop and Illustrator skills

In a couple of weeks, you will start working on the Ad campaign project final implementation. Please use this time (and from now to the rest of your life) to learn and practice more Photoshop and Illustrator, it is very important. No matter how great and creative your concept and design, if the execution is not good, the whole project will suffer and the grade will be low.


WEEK 2, Thursday
1. Class discussion of the Ad Redo exercises:
- Dara Hutchinson Cunningham
- Jessenia Nayotl Cielo
- Kevin Velez
- Maria Partsevsky
- Marione Auguste
- Melissa Marion
- Michaela James
- Mikaela Camacho
- Tiffany Lallkissoon
2. Start working on your Ad Redo improvement


1. Advertising.pdf (till page 335)
I will be asking questions; also, the questions will be put on yopur tests
2. Finish watching videos, if you did not do it yet.


Improvement of Ad Redo

Considering class comments, continue working on the improvement of your Ad Redo piece.
Submit it into your dropbox for my comments and a preliminary grade
Please don't forget to take care of the fonts: create outlines or rasterize text layer.
WEEK 2, Wednesday
1. 15 Graphic Design Trends for 2019
2. Class discussion of the Ad Redo exercises

Videos to watch

Note: the questions on your tests will be also derived from the information from the assigned videos throughout the semester

15 Graphic Design Trends for 2019 – you always have to know the latest trends
https://www.youtube.com/watch?v=uM7XB0oUP7k (14 min)

Common Design Mistakes
https://www.youtube.com/watch?v=mOA0WH00reA (10 min)

Simple Tips to IMPROVE your Design
(several examples of how move your design from good to perfect)
https://www.youtube.com/watch?v=53zf7pBjCaU (10 min)

Typography and Design
https://www.youtube.com/watch?v=mBoVoj5jLfc (16 min)

10 Typography and Design Tips for Beginners
https://www.youtube.com/watch?v=CAAbMj_vaW8 (9 min)


Improvement of Ad Redo

Considering class comments, start working on the improvement of your Ad Redo piece


1. Syllabus overview

2. Advertising process overview
1. Subject research
2. Strategy Development, Objective Statement
3. Concept Generation
4. Thumbnail Sketches and Roughs
5. Professional Design
6. Professional Presentation

3. How to be creative
Austin Kleon, "Steal like an Artist"
The author cautions that he does not mean ‘steal’ as in plagiarize, skim or rip off — but study, credit, remix, mash up and transform. Creative work builds on what came before, and thus nothing is completely original.
Austin Kleon at TED (listen several times his conclusion from 10:45 to the end)
Steal like an Artis (PDF book)

Example of not creative ad Duracell Smart Power
In addition, design problems:
The message is not strong
Focal point is the right spot at the lower right corner, which is not logical.
No clear alignment, absence of symmetry, no visual flow through this page.
No clear product representation.
To many different font sizes.
Color scheme of the logo failed to work

Compare with some good Duracell ads (different styles)
Time change. Power doesn't. Duracell Campaign by Grey
Forever ... Duracell Campaign by New Moment
Power Your Imagination

4. AD REDO exercise is in the homework


There are many good poster examples; the main thing to read there is Composition Basics

AD REDO exercise

Due: 9/4
1. Choose any mediocre ad below and analyze – why it is mediocre: not clear message, not original, boring, bad design, etc
2. Choose one of the ads from the Inspiration sites, and redo this mediocre ad, improving all negative things about it, following that inspiration ad as close as possible, but not copying it entirely (“Steal Like an Artist”)
Note: it has to be the same company and have the same message; how to change the rest of that ad (including headline) is up to you. Logically, it should look very different
Don't forget about looking at and analyzing very good ads for ideas / inspiration.
3. Submit your new ad to the dropbox for the class discussion; show it with your originally chosen ad and an inspiration ad.

Mediocre Ads:
Laundry Detergent
The Sheridan Food Mart
Graphic Design Program
Creative Ways to Document Your Time Abroad
Apache OpenOffice software
Candlelight Jazz event
Water is Life, Save Water
Children follow examples, not words
Save Our Home, Earth Day
Global Warming
Sexual Assault

Ads of the World
Excellent Ads
We see what most don’t
Top 10 Best Print Ads
... or just google "Best print ads"