Artesis Plantijn Hogeschool Antwerpen
Koninklijke Academie voor Schone Kunsten Antwerpen
campus Mutsaardstraat
Mutsaardstraat 31 - 2000 Antwerpen
T +32 3 213 71 00 - F +32 3 213 71 19
academie@ap.be
Graphic production 329690/1828/2021/1/24
Study guide

Graphic production 3

29690/1828/2021/1/24
Academic year 2020-21
Is found in:
  • Bachelor of Arts in Visual Arts, programme stage 3
    Specialisation:
    • Graphic Design
  • Bachelor of Arts in Visual Arts
    Specialisation:
    • Graphic Design
  • Bridging Programme Visual Arts
  • Preparatory Programme Visual Arts
This is a single course unit.
Study load: 3 credits
Special admission is required to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Lemmens Stan
Languages: Dutch, English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 31.10.2020 ()
Re-sit exam: is possible.
Possibility of deliberation: You have to pass this course unit (will never be deliberated).
Total study time: 90,00 hours

Prerequisites

having passed Graphic production 2.

Learning outcomes (list)

BA1 - The student has the necessary artistic skills to design and/or realize a personal project within the broad spectrum of the visual arts under supervision.
The student can formulate an idea.
The student can recognize and translate a concept.
The student can conceive a concept.
The student can devise new text expressions within an existing concept.
The student can write a text for radio, TV, newspaper,....
BA2 - The student has the necessary knowledge, skills and insights regarding material, form, action, concepts, function and contents of the chosen medi
The student can analyse an existing printed work in function of production.
The student knows the different terms in the advertising jargon.
The student knows the history and evolution of text in advertising.
The student knows the influence of the target group on the style of writing.
The student knows the distinction between image advertising and promotion plus difference in style.
The student knows the distinction between strategy and creation.
The student knows the distinction between above and below the line.
The student knows the importance of text for the whole.
The student knows the use of text in film (commercials), advertisements, posters,...
The student knows the distinction between different formats.
The student knows the distinction between the different functions and applications per format.
The student knows the balance between word and image.
The student knows the application of typography and effect on communication.
The student knows the use of subcabinets and capitals.
The student knows the distinction between headline and baseline.
The student knows the description of a brand personality.
BA3 - The student knows about and understands the social, cultural, artistic, historical and international context of the visual arts and artistic praxis, and continues to develop this knowledge and understanding.
The student knows the history and evolution of advertising.
BA7 - The student is able to organize his/her artistic project in consultation with others.
The student can communicate professionally with professionals in production companies.
The student can work out a price request.
The student has mastered the skills of writing, assessing, guiding, budgeting and managing (the 5 B's) of text, image, shape, colour and pressure carrier components in the production of a graphic product.
The student can offer an economic framework for a professional exercise of his copywriting.
The student knows how an advertising agency functions.
The student knows the different functions in an advertising agency.
The student can read and interpret a briefing.
The student knows how a creation process works, from briefing to execution.
The student knows the task and responsibility of a copywriter within all of this.
The student knows the relationship copywriter/art director.

Educational organisation (list)

Learning Activities
Lectures and / or tutorials30,00 hours
Work time outside of contact hours60,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Semester 1Knowledge test100,00
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge test100,00