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Home / Syllabus / B.A. in Multimedia and Mass Communication / TY BAMMC Advertising / Semester 6 / Advertising Design

B.A. in Multimedia and Mass Communication Advertising Design Syllabus - Mumbai University 2026

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

Advertising Design Syllabus.pdf
Major · Semester 6 · TY BAMMC Advertising · 4 credits · 100 marks

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Syllabus for Advertising Design

Major · Semester 6 · TY BAMMC Advertising · 4 credits · 100 marks

Module I: INTRODUCTION: ADVERTISING DESIGN=COMMUNICATION DESIGN

  • 1 Project Paper
  • Intro to Project paper & Campaign Campaign outline, Elements to be produced, Viva voce
  • 2 Role of Agency Departments
  • 1 Accounts dept.: Client handling, Strategy planning
  • 2 Media dept.: Media research, Media planning, Buying & billing
  • 3 Creative dept.: Prime calibre, All of visualisation,
  • Creative thinking, Execution,
  • 4 Production dept.: (in-house or outsource) Photography, TVC, Print of promotional material. Research of:
  • 3 Process of Design
  • 1 Product (features & benefits)
  • 2 Market: (TA) Psycho & Demography
  • 3 Message Strategy: What to say & How
  • 4 Competition & claim
  • 5 Visualisation& Copy
  • 6 Illustration: Choosing one among
  • 7 Execution: Graphic design Role of art director in various media
  • 4 Art Direction
  • Detailing in illustration Detailing in TVC: Location, Models, Costume, Working on
  • storyboard
  • 5 Analysing Ads & Logos
  • Discussion of existing ads: Print ads: For layout, Colours, Message TVCs: AV, Pace, Tone etc Innovative, Ambient, Transit for relevancy PoS: For size, Place, Consumer psychology

Module II: DESIGN BASICS: LANGUAGE OF VISUALS

  • 1 Elements of Design
  • Vocabulary: Point, Line, Shape, Size, Tone, Colours, Texture, Space Grammar: Proportions, Contrast. Harmony, Balance, Rhythm, Unity Rules/Guides: Emphasis, Proximity, Alignment, Visual path, Syntax Gestalt: Completion, Closure, Invariance, Multi-stability, Figure & ground etc Visual Influence: Shapes & proportions, Tones & contrast, Lines & length Type as Design element:
  • 2 Principles of Design
  • 3 Rules of Design
  • 4 Optical illusions
  • 5 5.Typography
  • Classification: Serif, Sans serif, Decorative, Trendy etc. Measurement: size, weight, Kern, Track, leading, Baseline etc. Word Expression, Meaning expressed by appearance

Module III: LAYOUT: THE BLUE PRINT

  • 1 Types of Layout
  • Mondrian, Picture window, Split, Big type, All text, All art, Circus etc. Thumbnail sketches, Rough layout, Finished layout, Comprehensive Strong visual capable of selecting Target Group, Suitable with headline, Trial close Sorting text into parts of copy. Choosing appropriate typeface for Headline, Subheads Slogan, Body etc. Choosing canvas size, Trying formats, orientations,
  • 2 Stages of Layout
  • 3 Choosing Picture
  • 4 Choosing Typo
  • 5 Putting all
  • Together
  • Various proportions of verbal & Visual

Module IV: PLANNING A CAMPAIGN: WORKING ON FINAL PROJECT

  • 1 Choosing a product
  • Finalizing what to sell. Designing a Logo: Type based, Shape based, combo, Symbolic etc. Planning tagline Product/Service (features & benefits) Market: Wants & Needs, Psycho & Demography, What words may click their minds. Tone & Voice. Coming to big idea, Trying various idea generation techniques Choosing appropriate image/s & working on rough layout Finalizing layout for highest effectiveness.
  • 2 Research
  • 3 Idea generation
  • 4 Visualising Layout

Module V: EXECUTION: ON SYSTEM WORK (FACULTY TO GUIDE & INSTRUCT)

  • 1 Logo Design
  • Working on system: Corel Draw/Illustrator Designing Logo, Deciding color scheme (Logo is vector based) Modifying Typo, Using glyphs, Considering shape as identity Creating a Logo design Philosophy Explaining the logic behind choice of Type, Choice of colour, Reason for shape, Tagline as brand promise. Making all compact. Creating 4 diff sizes & also reverse Press: Using finalized layout for creating series of three ads (Synergy maintained) Diff image same typo OR Diff expressions same model-(brand ambassador) & same typo Creating headlines suitable to image (syntax) Outdoor: Deciding location, Format, Spotting frequency, Advantage of location, Advantage of local surroundings, Spotability, Appropriate headlines
  • 2 Logo Manual
  • 3 Print Ads/ Press ads
  • 4 Outdoor ad, Innovative/ Transit /Ambient Point of purchase
  • 5 TVC or Web Ads
  • TVC: Story line, Script, Floor plan, Camera plot, Storyboard with , VFX, OSD, SFX, VO Web ad: Pop up, Scroll, Banner etc Printing, Mounting & Preparing for viva

References

  • 1 Art & Ideas: G. S. Rege
  • 2 Art & Production: N. N. Sarkar
  • 3 Advertising by Design Robin Landa
  • 4 Elements of Graphic Design Alexander White
  • 5 Ogilvy on Advertising David Ogilvy

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

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