This course examines the role of design in advertising development, building on the advertising foundation of IMC 620: Creative Message Strategy. Emphasis is placed on utilizing design theory and combining advertising copy and graphic elements to achieve the goals set forward in the creative strategy, and create an emotional connection with the consumer that will result in changing that consumer’s behavior. Course topics include: principles of advertising design composition; effective use of color, typography and other design elements; consumer behavior, perception and motivations; the design demands of each medium; the role of advertising tone and the controversial topic of taste; and creating brand recognition. Students will produce advertising executions for a variety of media.