PHO 106B - The Art of Visual Persuasion

Credits: 3

Description
This course offers practical analysis of persuasive imagery as it is used to advertise products. Students will produce effective visual campaigns drawing on compositional and psychological techniques to evoke intended responses from targeted viewers. Through the study of both contemporary and historical ads, students will determine what makes them so powerful and will adapt those principles to create fictional advertisements for a wide range of markets.

Student Learning Outcomes

Identify ways that photographs influence people.
Identify strategies that create successful advertising images.
Demonstrate an understanding of the psychological needs and desires of a given demographic within a given era.
Demonstrate an understanding of sociocultural changes that have necessitated new strategies for marketing products.
Identify manipulative processes used in media advertising and be able to employ those techniques in producing photographic images.
Demonstrate a practical knowledge of ad-liking effects and the statistical effectiveness of known advertising techniques.
Identify and name commonly used compositional and psychological advertising techniques.
Compose and shoot images that convey intentional, persuasive messages using clearly identified compositional and psychological techniques.

Prerequisite: PHO 101 and PHO 102B