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National Park, AR · Communication and Arts · Art and Graphic Design

Advertising Design

  • Spring 2021
  • Section
  • 3 Credits
  • 01/11/2021 to 03/18/2021
  • Modified 01/11/2021

Class Information

  • Class Dates: January 13 - March 10
  • Class Days:  MWF
  • Class Time: 11:00-11:50am
  • Class Location: LA 209
  • Class Format: Blended

Course Description

Introduces projects and issues involved in advertising design. Includes work on advertising projects in various media, such as newspaper, magazine, outdoor, and electronic media. Issues involving logo, branding and identity development will be addressed. Projects will include letterhead, business card, interior and exterior sign systems, copywriting, advertisement, brochures, and package design.

ACTS Equivalent:  None

Prerequisites: GRD 1203 Publication Design, GRD 2023 Typography And Layout   

Corequisites:  None

Next Course in Sequence:  None


General Education Purpose and Objectives


National Park College (NPC) is committed to its mission statement, "Learning is our focus, student success is our goal."  NPC is dedicated to helping all students develop as communicators, critical thinkers, and professionals who behave ethically and recognize the diversity of the world around them. The General Education Objectives are designed to be an integral component of all courses at NPC.

General Education Objectives (GEO)

It is the expectation that upon successful completion of a certificate or degree program at National Park College, the student will be able to:

  1. Communicate effectively using oral, written, and electronic methods.
  2. Use critical and analytical thinking skills.
  3. Demonstrate discipline-specific knowledge, skills, and competencies.
  4. Exemplify professional demeanor, ethical behavior, and respect for diversity.

Digital and Media Arts Program Purpose and Objectives


Digital & Media Arts is an interdisciplinary area of study combining art, video, and design. Digital media specialists prepare for careers in graphic design, advertising, print media, digital photography, animation, digital character development, digital video, special effects, interactive media, and web site development.

Program Level Objectives (PLO):

Students who successfully complete a program of study in Digital and Media Arts will be able to:

  1. Utilize modern techniques and processes that are used in digital design. (GEO 1, 3)
  2. Select appropriate typography for specific applications. (GEO 1, 2, 3)
  3. Produce digital images that show an understanding of composition and layout. (GEO 2, 3)
  4. Create sound, video, and motion graphics for the screen. (GEO 1, 2, 3)
  5. Design print media using standard digital software (GEO 1, 2, 3)
  6. Integrate traditional drawing and illustration skills. (GEO 2, 3)
  7. Evaluate and identify works of art and design of various periods and artists. (GEO 1, 2, 3, 4)
  8. Demonstrate effective written and oral communication skills. (GEO 1, 4)

Course Level Objectives (CLO)

Upon successful completion of this course, the student will be able to:

  1. Recognize the role of the logo as the foundation of visual identity (PLO 7)
  2. Apply a conceptual approach to logo development and design (PLO 1)
  3. Create and design a visual identity based on a logo (PLO 1, 2, 5, 6)
  4. Research methods in design thinking (PLO 1, 8)
  5. Combine type and visuals to communicate a message to a specific audience (PLO 1, 2, 3)
  6. Create a complete identity package for a business (PLO 1, 2, 3, 5)
  7. Distinguish purposes of branding (PLO 8)

Required and Recommended Materials

There is not a textbook required for this course. 

Course Activities

To accommodate different learning styles, I will employ a variety of teaching methods in this course. Instructional methods may include video lecture, discussion, peer review/feedback, individual projects, quizzes, and self-assessments.
This course requires a lot of coursework outside of class. You will be responsible for reading assignments, video assignments, taking quizzes on the material and finishing hands-on projects associated with the material. You will also be required to participate in online discussion posts and online critiques as well as regular critiques in class or via Zoom.
Students will be expected to complete a number of projects and exercises to obtain knowledge of the subject matter. 
Course Schedule:
(Units by Weeks) 

Unit 1: What is advertising? 
Unit 2: Advertising Media and Categories
Unit 3-4: History of Advertising
Unit 5: Ideas vs. Concepts
Unit 6: Creative Brief
Unit 7-8: Ad Campaign

Grading Policy

Grade Breakdown

Activities %
Projects ~50%
Quizzes ~20%
Exercises ~10%
Classroom Discussions /Discussion Boards ~20
Total 100%

At the end of the course, the overall numerical grade will be converted from a numerical scale to the following letter grade scale as indicated in the Grading Scale.

Grading Scale

Final Grade %
A 90 - 100%
B 80 - 89%
C 70 - 79%
D 60 - 69%
F Below 60%

Evaluating Student Work 

Rubrics will be provided for all assessments except those self-assessment activities that are objective in nature. The rubrics will provide guidelines for you to follow in completing assessments. This course consists of major projects, supporting exercises, and quizzes on lectures and reading materials. 

Grades for individual projects will be based on the quality of work, ideas, craft, project development and final submission. Your final grade reflects your success with projects, exercises, and quizzes. 

You will be given an opportunity to improve your work after class critiques. I suggest you take advantage of this opportunity to turn in the best work possible. 

Course Policies

Attendance Policy

My attendance policy is in accordance with NPC's policy. But note, with the nature of this class it is important that you maintain contact with me. If you are unable to make it to class (physically or virtually) it is your responsibility to contact your instructor. 


If you plan on joining us via Zoom online you will need to be present online during class times

Late and Make-up Work Policy

Due dates are provided with the projects. Deadlines are very important in this industry so we treat due dates as deadlines. It is up to you to communicate with your instructor if you are not able to make a deadline. You will need to make contact before the project is due and provide an alternate deadline and plan to make up your work. I have provided points in each project rubric for this. 

Extra Credit Policy

No extra credit opportunities are provided in this course. Because of the mastery learning nature of this course, there should be no need for extra credit if you take advantage of opportunities to improve your work. 

Time and Effort Commitment

The key to success in this class is persistent effort. You should carefully consider your time obligations before committing to this course. The general suggestion for art and design courses is 2 hours of work outside of class for every hour of credit. (For a 3 hour course, you should expect 6 hours of homework.)

Inclement Weather / LMS Downtime

When NPC is out of class due to weather, our class will continue as set on the calendar. The only time this will be modified is in the case of an unplanned D2L downtime. 

Communication Policy

I am here to help you understand the course material. My aim is to have a learning community where you can share knowledge, skills, ideas, and experiences. You will be responsible for all the information I provide. If you need a question answered quickly, please email me at [email protected]. I monitor my emails and tend to respond quicker through email than D2L. 

LMS E-mail: 

The LMS email is provided to you and is available for classroom communication and discussion. Using this email keeps classroom centered messaging contained within the course. You can also use the LMS instant messaging feature if you see that I am online too. 

NPC Policies

Board Policy 6.600 -- NPC Attendance Policy

Instructions to Students regarding attendance:

  1. Students are responsible to know and comply with syllabus attendance and coursework guidelines in each of their courses.
  2. Students are expected to meet all attendance requirements and engage in coursework as outlined in the course syllabus. Failure to maintain satisfactory course participation is the equivalent of excessive absenteeism and may result in the student being dropped. To maintain good-standing in online courses, students are expected to submit assigned coursework in a timely manner per instructor requirements.
  3. Students participating in athletics or a college-sponsored extracurricular activity are required to communicate scheduled absences ahead of time and to make arrangements with their instructors regarding missed coursework, including exams. The instructor determines how academic work associated with a college-sponsored absence(s) can be completed by the student.
  4. Failure to meet a course’s attendance policy does not mean a student will be automatically withdrawn from a course. Students seeking to withdraw from a course should do so either online through the student’s account or in person by visiting Student Affairs.
  5. Students who do not withdraw from a course by the published Academic College Calendar withdraw date will receive an earned grade.
  6. A faculty member may administratively withdraw a student from a course, including online courses, any time during the semester up to the published Academic College Calendar withdraw date if attendance does not meet syllabus guidelines.
  7. Students will not be administratively withdrawn by faculty after the published Academic College Calendar withdraw date except in life-changing circumstances or as a result of military orders.
  8. The withdrawal of a student from all courses may require the student to repay all or a portion of the financial aid received as calculated by the Financial Aid Office in accordance with government grant guidelines.
  9. Only in extraordinary circumstances may a student earn a grade of IP (In Progress) to defer course completion. Please see the Incomplete Grades policy in the Student Handbook located at

The full attendance policy is available by clicking on this link to the Board Policy

Academic Honesty Policy

National Park College considers honesty and integrity as essential qualities of any learning institution. The faculty and staff strive to live up to these qualities in all aspects of their lives and encourage their students to do the same. Integrity and moral values will carry over in to their professional lives and careers. NPC’s goal is to successfully prepare all students for their futures and equip them to handle whatever challenges they may face; therefore, NPC considers academic dishonesty as unacceptable.

Any NPC students who display dishonesty in their behavior while attending classes at NPC will be subject to disciplinary action to help the student first and foremost, but to also protect the rights, dignity, and property of others while maintaining an environment that fosters success and learning.

Violations of the Academic Honesty Policy will not be tolerated on the campus. Violations may range from receiving an “F” on the assignment in question up to permanent removal from the College.

  1. Technology manipulation
  2. Collusion
  3. Deception
  4. Misrepresentation and Lying
  5. Cheating
  6. Plagiarism
  7. Fabrication and Falsification
  8. Stealing, Defacing, and Destruction of Property

Please take time to read the entire policy, which can be found by clicking on this link to the Academic Honesty Policy.

LMS Policy

Brightspace by Desire to Learn (D2L) is the official learning management system (LMS) for the College. All students are expected to complete the LMS Student Training prior to the first day of class during their first semester here. Below you will find various policies relating to the LMS.

Privacy Policy:  Links to the privacy policies for all external tools used in the course are provided in the LMS. You can find the various privacy policies by clicking in the Begin Here module in each of your courses.

Accessibility Statement:  Links to the accessibility statements for all technologies required in the course are provided in LMS. You can find the various accessibility statements by clicking in the Begin Here module in each of your courses.

Netiquette Policy:  The netiquette policy for this course is located in your course in the LMS. You can find the Netiquette policies by clicking on the Netiquette Link by clicking in the Begin Here module in each of your courses.

Flexibility Clause:  The aforementioned requirements, assignments, policies, evaluation procedures, etc., are subject to change. Learners’ experiences and needs, as well as emerging knowledge, will be considered in modifying this course syllabus.

ADA Statement

National Park College (NPC) believes in providing equal access and opportunity to qualified persons with disabilities in compliance with the Rehabilitation Act of 1973, as amended; the Americans with Disabilities Act (ADA) of 1990; and the ADA Amendments Act (ADAAA) of 2008. It is our goal to ensure equal and comprehensive access to College programs, services, and campus facilities. It is the policy of NPC that no individual shall be discriminated against on the basis of disability in the full and equal enjoyment of the goods, services, facilities, privileges, and advantages or accommodations at the College. National Park College’s ADA statement may be accessed by clicking on this link to ADA statement.

The Disability Services office is located in Room 225 of the Student Commons Building. You are also welcome to call us at (501) 760-4227 or e-mail [email protected] for more information. Students with disabilities should visit our website using this link to disability services for more information.

Student Resources

Academic Success Center

The Academic Success Center provides tutoring and other resources to help students succeed. Visit our webpage at this link to the Academic Success Center.

Computer Services Department

The Computer Services Department provides computing resources for students including password resets. Visit our webpage at this link to the Computer Services Department.

NPC Library

The NPC Library provides a wide variety of services to students. Visit the NPC Library website.

LMS Support

Support for the LMS is available through NPC Online by email to [email protected], phone at 501-760-4292, or visit Charlotte Phelps Room 204.

Testing Center

The Testing Center provides test support for students and faculty. To learn more about the testing center visit our webpage at Testing Center.

Class Schedule

The schedule for this course will be made available in the LMS.  The instructor reserves the right to modify the schedule as the semester progresses.

Course Evaluations

Students will be asked to evaluate their instructor and course near the end of the semester. These student evaluations are very important to the improvement in the quality of instruction and course materials. All results are anonymous and shared with the faculty only after the semester is over and grades have been posted.

Legal Disclaimer

The schedule, policies, and assignments in this course are subject to change in the event of extenuating circumstances or by mutual agreement between the instructor and the students. The instructor will always inform the students of any changes in a timely manner.

In the event of a community crisis the college reserves the right to change the mode of instruction for any or all classes.