Bachelor of Arts in Advertising: Art Direction Concentration

Conceptual thinking is a requirement for all creative people in advertising. In addition, students in Art Direction will develop hands-on skills in creating both digital and traditional advertising. Students in Art Direction must develop proficiency in the Adobe Creative Suite. Concentration courses are ADV 3052, ADV 3053 and ADV 4064. The Portfolio class provides students the opportunity to work in teams with copywriters and to develop a professional-quality portfolio. Note: Students must apply for acceptance in the Art Direction concentration after they have completed ADV 1001 and ADV 2151. Transfer students should apply immediately upon acceptance to Temple University. For more information about the Portfolio Application process, please visit: https://kleincollege.submittable.com/submit.

Requirements for the Degree

Summary of Requirements

  1. University requirements:
    1. New students are required to complete the General Education (GenEd) curriculum.
    2. All students must take a minimum of two writing-intensive courses. The specific writing-intensive courses required for this major are ADV 1196 and ADV 4196.
  2. Lew Klein College of Media and Communication requirements.
  3. Minimum of 48 credits in Advertising courses, maximum of 60 credits in Advertising courses.
  4. A grade of C or higher must be attained in all required Advertising courses.
  5. An overall GPA of 2.0 must be attained in the major.
  6. No more than 12 semester hours of transfer credits may be applied to Advertising major requirements.
  7. No more than 8 credits may be taken in Kinesiology and Dance activities courses.

Advertising: Art Direction Requirements

1000-Level Core Requirements12
Introduction to Media and Society
Introduction to Advertising
Persuasive Writing
Digital Media and Advertising 1
2000-Level Core Requirements 29
Required Course
Introduction to Art Direction: Visual Communication
Select two of the following:
Introduction to Marketing
Introduction to Copywriting
Introduction to Media Planning
Introduction to Brand Strategy and Research
Upper-Level Requirements9
Morality, Law and Advertising
Select one of the following:
Diamond Edge Communication 3
Advertising Internship 3
Select one of the following:
Advertising Campaigns
National Student Advertising Competition 3
Art Direction Requirements12
Introduction to Digital Design Tools for Advertising
Art Direction I: Concept & Layout 4
Art Direction II: Narrative and Multimedia 4
Advertising Portfolio 4
Advertising Electives6
Select a minimum of 6 credits from the following list:
Topics in Advertising 1
Intermediate Digital Design Tools for Advertising
Introduction to Typography
Creating and Filming Advertising from Script to Screen
Introduction to Pharmaceutical Advertising
Introduction to Web Design and Development for Advertising
Personal Branding
Topics in Advertising 3000
National Student Advertising Competition Preparation
Quantitative Advertising Research
Creative Thinking for Advertising
Total Credit Hours48
1

Students may substitute ADV 4101 for this requirement.

2

Advertising students must complete the 2000-level core course required for their concentration as noted above, and two additional 2000-level core courses.

3

Requires special permission from instructor.

4

Sequence may not be taken concurrently.

Internships or Diamond Edge Communications

All advertising majors are required to do either a professional internship or be involved with Diamond Edge Communications (DEC), our student-run ad agency. Both offer students valuable hands-on experience in actual advertising-related professional experiences. DEC works with local Philadelphia clients, under the supervision of an advertising professor, to develop strategic plans, research, digital and traditional creative materials, media plans and presentations. The internship program is carefully managed by our Internship Directors to help students find the best possible internship opportunities. The Internship Directors, faculty members and Klein's Director of Career Services will help students with preparation of résumés, cover letters, and LinkedIn pages. We will also guide students through the process of seeking and identifying quality internship opportunities. 

Suggested Academic Plan

Please note that this is a suggested academic plan. Depending on your situation, your academic plan may look different.

Bachelor of Arts in Advertising: Art Direction Concentration

Requirements for New Students starting in the 2017-2018 Academic Year

Year 1
FallCredit Hours
ADV 1101Introduction to Media and Society3
ADV 1102Introduction to Advertising3
COMM 1001SMC Freshman Seminar1
ENG 0802, 0812, or 0902Analytical Reading and Writing [GW]4
GenEd Quantitative Literacy Course [GQ]4
 Term Credit Hours15
Spring
ADV 1196Persuasive Writing [WI]3
ADV 1001Introduction to Digital Design Tools for Advertising3
IH 0851 or 0951Intellectual Heritage I: The Good Life [GY]3
GenEd Breadth Course3-4
GenEd Breadth Course3
 Term Credit Hours15
Year 2
Fall
ADV 2151Introduction to Art Direction: Visual Communication3
ADV 1103Digital Media and Advertising3
IH 0852 or 0952Intellectual Heritage II: The Common Good [GZ]3
GenEd Breadth Course3
GenEd Breadth Course3
 Term Credit Hours15
Spring
Select two of the following:6
Introduction to Marketing 
Introduction to Copywriting 
Introduction to Media Planning 
Introduction to Brand Strategy and Research 
GenEd Breadth Course3
GenEd Breadth Course3
GenEd Breadth Course3
 Term Credit Hours15
Year 3
Fall
Advertising Elective13
ADV 3052Art Direction I: Concept Layout23
Electives10
 Term Credit Hours16
Spring
ADV 3053Art Direction II: Narrative and Multimedia3
Select one of the following:3
Diamond Edge Communication3 
Advertising Internship3 
Electives10
 Term Credit Hours16
Year 4
Fall
Advertising Elective13
ADV 4196Morality, Law and Advertising [WI]3
Electives10
 Term Credit Hours16
Spring
Select one of the following:3
Advertising Campaigns 
National Student Advertising Competition3 
ADV 4064Advertising Portfolio3
Electives10
 Term Credit Hours16
 Total Credit Hours: 124
1

See the list of elective options under Requirements. The courses students can take to fulfill their Advertising electives will vary from semester to semester.

2

ADV 3052 requires application and acceptance into the Art Direction concentration.

3

ADV 3171, ADV 3185 and ADV 4103 require special permission from instructor.

NOTE: Students in the Art Direction concentration must complete a portfolio review application and be accepted into the track. To begin the Art Direction courses in Year 3 Fall, students must submit the application by January 15. See the Advertising and Public Relations department web site or office for details.