Pasquale Cucco | VISUAL COMMUNICATION AND ADVERTISING
Pasquale Cucco VISUAL COMMUNICATION AND ADVERTISING
cod. 0312200116
VISUAL COMMUNICATION AND ADVERTISING
| 0312200116 | |
| DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES | |
| EQF6 | |
| COMMUNICATION SCIENCES | |
| 2024/2025 |
| OBBLIGATORIO | |
| YEAR OF COURSE 1 | |
| YEAR OF DIDACTIC SYSTEM 2019 | |
| AUTUMN SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| ICAR/13 | 6 | 40 | LESSONS |
| Exam | Date | Session | |
|---|---|---|---|
| COMUNICAZIONE VISIVA E ADVERTISING | 10/12/2024 - 09:00 | SESSIONE ORDINARIA | |
| COMUNICAZIONE VISIVA E ADVERTISING | 10/12/2024 - 09:00 | SESSIONE DI RECUPERO | |
| COMUNICAZIONE VISIVA E ADVERTISING | 16/01/2025 - 09:00 | SESSIONE ORDINARIA | |
| COMUNICAZIONE VISIVA E ADVERTISING | 16/01/2025 - 09:00 | SESSIONE DI RECUPERO | |
| COMUNICAZIONE VISIVA E ADVERTISING | 28/01/2025 - 09:00 | SESSIONE ORDINARIA | |
| COMUNICAZIONE VISIVA E ADVERTISING | 28/01/2025 - 09:00 | SESSIONE DI RECUPERO |
| Objectives | |
|---|---|
| THE GENERAL OBJECTIVE OF THE COURSE IS TO PROVIDE A RANGE OF THEORETICAL AND PRACTICAL TOOLS FOR UNDERSTANDING THE CULTURAL PROCESSES OF VISUAL COMMUNICATION. THESE TOOLS WILL PROVIDE THE STUDENT WITH THE ABILITY TO DECODE AND PRODUCE VISUAL COMMUNICATION ARTEFACTS. EXPECTED LEARNING OUTCOMES: KNOWLEDGE AND COMPREHENSION SKILLS STUDENTS WILL BE ABLE TO: KNOW THE BASIC METHODOLOGIES OF VISUAL COMMUNICATION AND ADVERTISING; PRESIDE OVER THE RELEVANT GUIDING PRINCIPLES; UNDERSTAND THE CHARACTERISTICS AND POTENTIAL OF THE TOOLS OF VISUAL COMMUNICATION AND ADVERTISING. ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING: STUDENTS WILL BE ABLE TO IMPLEMENT PRINCIPLES AND TOOLS OF VISUAL COMMUNICATION VISUAL COMMUNICATION AND ADVERTISING. AUTONOMY OF JUDGEMENT STUDENTS WILL DEVELOP ANALYTICAL AND ARGUMENTATIVE SKILLS, THE ABILITY TO MAKE EVALUATIONS AND DISTINCTIONS FOR THE CORRECT AND EFFECTIVE USE OF PRINCIPLES AND TOOLS OF VISUAL COMMUNICATION AND ADVERTISING. COMMUNICATION SKILLS STUDENTS WILL BE ABLE TO COMMUNICATE EFFECTIVELY THE RESULTS OBTAINED IN THE FIELD OF VISUAL COMMUNICATION AND ADVERTISING AND TO JUSTIFY THE METHODOLOGICAL CHOICES AND SUPPORTING TOOLS. LEARNING SKILLS STUDENTS WILL HAVE THE ABILITY TO UNDERSTAND SCIENTIFIC CONTRIBUTIONS, TO UPDATE THEIR KNOWLEDGE AND METHODOLOGIES ON THE SUBJECT, AND TO EXPLORE NEW TOOLS IN VISUAL COMMUNICATION AND ADVERTISING. |
| Prerequisites | |
|---|---|
| NO PREVIOUS EXAM IS PROPAEDEUTIC. |
| Contents | |
|---|---|
| - INTRODUCTION TO THE COURSE AND CLARIFICATION OF TERMS (2 HOURS LECTURE) - HISTORY OF VISUAL COMMUNICATION: THE BEGINNINGS OF VISUAL COMMUNICATION; THE 19TH CENTURY; THE 20TH CENTURY; VISUAL COMMUNICATION FROM 2000 TO THE PRESENT (9 HOURS LECTURE). - BASIC PRINCIPLES OF DESIGN: CONCEPTS OF TYPEFACE, COLOR, CONTRAST, NEGATIVE SPACE, LAYOUT, COMPOSITION AND HIERARCHY, (3 HOURS LECTURE, 2 TUTORIAL). - ORIGINS AND EVOLUTION OF ADVERTISING (2 HOURS LECTURE). - STRATEGIES AND LANGUAGES OF COMMERCIAL COMMUNICATION AND THE ROLE OF IMAGE IN THE MESSAGE ADVERTISING (3 HOURS LECTURE). - THE IMPORTANCE OF CONSISTENCY IN BRANDING: DESIGNING A VISUAL IDENTITY SYSTEM (2 HOURS LECTURE, 2 HOURS EXERCISE). - PROJECT WORK IN VISUAL DESIGN AND REBRANDING (15 HOURS EXERCISE) |
| Teaching Methods | |
|---|---|
| THE TEACHING INCLUDES THEORETICAL LECTURES AND CLASSROOM EXERCISES. THE LECTURES AIM AT ACQUIRING BASIC NOTIONS OF VISUAL COMMUNICATION AND AT FACILITATING THE ACQUISITION OF FUNDAMENTAL METHODOLOGIES TO DEAL WITH THE IDENTIFICATION AND/OR ANALYSIS PHASES AND THUS THE CONCEPTION OF THE RELEVANT DESIGN PROJECT PROPOSAL, CONSIDERING THE HISTORICAL AND GEOGRAPHICAL CONTEXT AND CURRENT TRENDS. IN THE EXERCISES THE STUDENTS, DIVIDED INTO WORK GROUPS, ARE ASSIGNED A VISUAL COMMUNICATION THEME TO BE DEVELOPED THROUGH APPROPRIATE METHODOLOGICAL, THEORETICAL AND PRACTICAL TOOLS. THE STUDENTS, ORGANIZED IN DESIGN TEAMS, WILL ADDRESS, DURING THE GUIDED PROJECT EXPERIENCE, ISSUES RELATED TO THE MOST RECENT LANGUAGES AND TECHNIQUES OF INTEGRATED COMMUNICATION, EXPLORING THE CHARACTERISTICS OF THE DIFFERENT COMMUNICATION MEDIA USED BY ADVERTISING AND THE DESIGN STRATEGIES OF COMMUNICATION AND BRANDING CAMPAIGNS. CLASS ATTENDANCE IS NOT COMPULSORY. |
| Verification of learning | |
|---|---|
| THE EXAMINATION IS DESIGNED TO ASSESS THE STUDENT'S ABILITY TO HAVE LEARNED THE CONTENT FUNDAMENTALS OF THE COURSE. THE GRADE, EXPRESSED IN THIRTIETHS WITH POSSIBLE HONORS, WILL DEPEND ON THE MATURITY ACQUIRED IN KNOWLEDGE AND EXPOSITION. IT WILL BE ASCERTAINED THROUGH AN ORAL INTERVIEW AIMED AT ASCERTAINING THE LEVEL OF KNOWLEDGE AND COMPREHENSION ABILITY ACHIEVED BY THE STUDENT ON THE CONTENTS OF THE TEACHING, AS WELL AS TO VERIFY THE ABILITY TO EXPOSITION, RESORTING TO THE APPROPRIATE TERMINOLOGY AND THE ABILITY TO AUTONOMOUS ORGANIZATION OF EXPOSITION. THE INTERVIEW CONSISTS OF TWO PARTS, A) AND B). PART A) PROPOSES THEORY QUESTIONS ON ALL COURSE TOPICS AND BIBLIOGRAPHICAL REFERENCES RECOMMENDED, AS WELL AS ON THE WORKSHOPS AND ANY SEMINARS CONDUCTED. PART B) PROPOSES DISCUSSION OF THE YEAR'S EXERCISE PAPERS, WITH PARTICULAR REFERENCE TO TO THE EFFECTIVENESS OF VISUAL COMMUNICATION THROUGH THE ORIGINAL USE OF IMAGES, COLORS, TYPOGRAPHY AND LAYOUT. FOR THE MAXIMUM GRADE, THE STUDENT MUST DEMONSTRATE THE ABILITY TO CRITICALLY ELABORATE THE COURSE CONTENT, WITH THEORETICAL AND PRACTICAL INTERRELATIONSHIPS, SUPPORTED BY THE QUALITY OF THE EXERCISE PAPER. THE MINIMUM GRADE IS ASSIGNED TO BASIC KNOWLEDGE. FOR THE PURPOSE OF HONORS, CONSIDERATION WILL BE GIVEN TO: - THE QUALITY OF THE EXPOSITION, IN TERMS OF THE USE OF APPROPRIATE SCIENTIFIC LANGUAGE - THE QUALITY OF THE PROJECT EXERCISE PAPERS - THE ABILITY TO CROSS-CORRELATE THE VARIOUS TOPICS OF THE COURSE - OF THE AUTONOMY OF JUDGMENT DEMONSTRATED. |
| Texts | |
|---|---|
| IN ADDITION TO THE LECTURE NOTES, THE USE OF THE FOLLOWING REFERENCE TEXTS IS RECOMMENDED: J. MÜLLER, THE HISTORY OF GRAPHIC DESIGN: 1890 – TODAY. TASCHEN S. POLANO, ABECEDARIO. LA GRAFICA DEL NOVECENTO. EDIZ. ILLUSTRATA, 2002 B. MUNARI, DESIGN E COMUNICAZIONE VISIVA. ROMA-BARI: LATERZA, 1968 R. FALCINELLI, FILOSOFIA DEL GRAPHIC DESIGN, EINAUDI, 2022 R. FALCINELLI, CRITICA PORTATILE AL VISUAL DESIGN. DA GUTENBERG AI SOCIAL NETWORK, EINAUDI, 2014 R. FALCINELLI, FIGURE. COME FUNZIONANO LE IMMAGINI DAL RINASCIMENTO A INSTAGRAM, EINAUDI, 2020 R. FALCINELLI, CROMORAMA. COME IL COLORE HA CAMBIATO IL NOSTRO SGUARDO, EINAUDI, 2017 G. AMBROSE, P. HARRIS , IL MANUALE DEL GRAPHIC DESIGN. PROGETTAZIONE E PRODUZIONE, BOLOGNA, ZANICHELLI, 2009 M. SPERA, ABECEDARIO DEL GRAFICO. LA PROGETTAZIONE TRA CREATIVITÀ E SCIENZA, ROMA, GANGEMI EDITORE, 2005, C. VINTI, GRAFICA ITALIANA DAL 1945 A OGGI, GIUNTI EDITORE, 2016 |
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