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They say a picture is worth a thousand words. In print advertising both are equally important; the picture grabs your attention and the words sell. Students will not only learn how to integrate words and pictures in effective advertising messages, but, as well, learn the fundamentals of copywriting, typography, and advertising layout. Students will practice writing headlines, body copy, and calls to action that sell products and services. They will learn how the use of different typefaces can change the impression of an ad and how x-heights can make a line of type look bigger yet occupy no additional space. Newspaper, magazine, transit and out-of-home advertising will be analyse and students will become visually literate by understanding focal points, proportion, white space, contrast and positioning of key elements in print ads.
Corequisite: COMM21