Visual communication, advertising, copywriting, new media… This and much more in IAAD Department of Communication and Graphic Design

IAAD “Communication and graphic design” department opened in Turin in 1978 and over the years expanded its expertise closer to the world of web, multimedia and new media in general. The training of advertising and communication professionals, able of producing and transmitting images and messages specialist is the primary objective of the course.

Non only graphic design

Focused training will enable students to be realized in the vast field of communication and advertising, with a due distinction: on the one hand there is advertising in the strict sense, the one of the great campaigns, television commercials, etc., and the other side there is all that concerns the so-called ‘communication’, which ranges from corporate to the semantic web, from packaging to news reports, from documentaries screenplay to by mobile applications. Of course the boundaries are far from clear and focused. For this reason, the course trains both advertising and communication professionals.

This type of training should take into account many aspects, primarily curiosity and culture. The first lessons are devoted to the history of advertising, photography and video-making, but a good advertiser should always be interested in what is new and surprising in the modern world. Technical knowledge is also required: Photoshop, Illustrator, InDesign, After Effects, Premiere and Dreamweaver, Maya for 3D modelling, Avid or Final Cut for video post-production, Joomla or Word Press for cms.

Past and future meet in the  nelle tecniche di comunicazione trasmesse

Among the technicalities, it is essential also typography, or the knowledge of the font and the foundations of their design. In the digital domain, finally, SEO (Search Engine Optimization) and SMO (Social Media Optimization) are now essential technical knowledge. Of course, these concepts are part of the syllabus.

At IAAD we think “you end up with a creative”. Talent and good predisposition originally help, but the truth is that creative imagination is nothing but associative capacity: the creative creates associations between words, sounds, images and graphemes, braver and wilder than usually produced by someone who is not creative. The associative capacity can be developed, it is like a muscle that you train at gym: IAAD is a gym for development of associative muscle and the tools are called benchmarking, mind mapping, brainstorming, card sorting…

Creative after IAAD however, are not supermen. They are good fishermen, fishing enthusiasts to the constant search for the mythical “fish with scales of gold,” capable and patients, aware that only with a careful study of the prey they’ll be able to capture it. However it ends, and usually it ends well, this fisherman deserves respect, the esteem and respect that you have a genuine creative.

At the end of the course, IAAD creative can find a professional position as an art director or copywriter, but also as an illustrator, visualizer, packaging designer, photographer, web designer, app designer, screenwriter, fashion designer, event managers, production designer, video maker, type designer, logo designer, accounts, marketing consultant, public relations manager, animation designer… All this thanks to the active support of IAAD partner companies through the creation of special classes, company visits, workshops, seminars, internships, thesis projects and offer students opportunities to work aside of the most important national and international agencies.

COMMUNICATION AND GRAPHIC DESIGN DEPARTMENT

I level Academic Diploma in Graphic and Publishing Design (DIPL01)
Specialization in Communication Design

Three-year course syllabus

scientific-academic area

learning environment

basic

History and culture of communication

– History of visual communication

– Culture and graphic of design 

Sciences of communication

Theory of communication

Graphic techniques

Layout techniques

Multimedia techniques

Digital imaging

Communication sociology and anthropology

Communication sociology

Representation methods and tools

Representation methods and tools

CFA

32 CREDITS

characterizing

Communication design

– Art direction

– Brand identity

– Social communication

– Web project management

Communication techniques and languages

– Media copywriting

– Brand communication

Design methodology

Design methodology

Product design

Packaging design

Communication design / Systems design

Characterizing subjects annually activated by Academic Board

CFA

76 CREDITS

other

Multimedia design

– Multimedia software

– Multimedia design

Sciences and languages of perception

Theory of perception

Economy and business management

Marketing

Professional activity management

Professional activity management

Analysis and representation of shape and project

Representation techniques and languages

Image graphic design

– Illustration

– Graphic design

– Type design

CFA

45 CREDITS

English language

CFA

4 CREDITS

Self-chosen

CFA

9 CREDITS

Internship

CFA

9 CREDITS

Thesis

CFA

5 CREDITS

total CREDITS 180

Communication design, schedule for the current academic year

The opening of the academic year is expected in the first week of October, with the usual ceremony.

The ordinary lessons begin 1 week after, according to the time-schedule, and take place from Monday to Friday, while activities on Saturday can occasionally be inserted. Any extraordinary lectures and seminars are provided with due notice.

Lessons ordinarily follow the schedule published on the Notice Board before the beginning of each semester.

It’s a good idea to check the daily schedule posted on the Notice Board to check for any changes and classrooms in which lessons take place.

COMMUNICATION DESIGN – SCHEDULE

Inauguration A.Y. 2016-2017
– 2nd and 3rd years: October 6th 2016
– 1st years: October 15th 2016

I Semester
– 2nd and 3rd years: October 12th 2016 / January 22nd 2017
– 1st years: October 17th 2016 / January 28th 2017

Design Workshop – only 2nd and 3rd years
– February 13th 2017 / February 17th 2017

II Semester
– February 20th 2017 / May 27th 2017

Exams and thesis:
– I ordinary session: February 6th to 11th 2017
– II ordinary session: June 12th to 21st 2017 (1st and 2nd years)
– II ordinary session: June 12th to 17th 2017 (3rd years)
– I extraordinary session: June 5th to 10th 2017
– II extraordinary session: September 2017
– Thesis Ordinary Session: June 26th / July 20th 2017

Weeks off ordinary lessons:
– February 13th to 18th 2017 (1st years)
– January 30th / 4th 2017 (2nd and 3rd years)
– June 19th to 24th 2017

During these weeks, students are required to ensure the availability to participate in any additional classes or catch lessons.
The schedule is subject to changes which will be duly communicated.

Communication design, informations about the exam sessions of the current academic year

Students are admitted to the examination sessions (2 per academic year) only if they are up to date with payments, are not over the minimum attendance required and – if any – have successfully passed the midterm checks for each subject.

In case of failure of one or more examinations in the ordinary session, students will have access to the call of the extraordinary exam sessions (2 per academic year).

The procedures to access the exam sessions are contained in the Institute Regulation, given annually to students and available at the Didactic Office.

Exams and thesis:
– 1st ordinary session: February 8th to 12th 2016
– 2nd ordinary session: June 13th to 21st 2016 (1st and 2nd years)
– 2nd ordinary session: June 13th to 17th 2016 (3rd years)
– 1st extraordinary session: June 6th to 10th 2016
– 2nd extraordinary session: September 2016
– Thesis Ordinary Session: June 27th to July 20th 2016

Communication design, thesis

To achieve the qualification at the end of the third year of the course, IAAD students must submit two theses: a Specialization thesis and an Individual thesis, in addition to the Personal Portfolio.

The Specialization thesis different for each specialization, to be carried out in working groups, is the realization of a project specified by the Institute, consistent with the various issues of the syllabus.

The Specialization thesis is held under the supervision of the Department Co-ordinator and the 3rd year professors, with the support of external interventions – partner companies and their referents.

The Individual Thesis consists of an individual project that the student will perform in total autonomy, identifying a theme, a partner with its referent (External Mentor) and a supervisor in the faculty IAAD (Academic Mentor).

The ordinary session of the thesis is planned for each year in July.

Is this the department that trains advertisers?

Right, even though in reality we have to distinguish: on one hand there is the advertising in the strict sense, the advertising, for instance of the great campaigns, TV commercials, and so on. On the other hand, there is everything regarding the so-called ‘communication’, which now ranges from corporate to the semantic web, from packaging to news reports, from documentaries screenplay to mobile applications. Of course the boundaries are far from clear and focused, but it’s right they exist and you have to take them into account: the fact is that advertising agencies and media companies are actually quite different, sometimes not even relatives. IAAD, however, trains both advertising and communication professionals.

What is the training of an advertiser / communicator all about?

This type of training should take account of many aspects. First you need curiosity, culture: if you’re not a cinéphile, if you do not go to exhibitions of contemporary art, if you’re not interested in so-called ‘new languages’ you can also play with communication, but it is certainly much more difficult. Professors do their best in class, trying to pass you instruments and tools, but they come up to a certain point, then if in your spare time you do not go to see an exhibition, they cannot help you. It’s up to you, you have the task to create yourself a personal culture.

New languages? What do you mean?

During the lessons we teach history of advertising, we reveal the psychological foundations of persuasion, we tell you the basics of the history of photography and video-making, but this is not enough. The advertiser has a tendency to self-ghettoize, to curl up inside his room as in a warm and pad nest: he always talks about the ‘guru’ of advertising, about the commercials that won awards at Cannes, that stuff. In doing so, in fact, the ends up to remove oxygen to his creativity. On the contrary, a good advertiser should be concerned primarily with new and surprising things which emerge in the society, many of these ‘new languages’ are manifested in contemporary art (the so-called ‘avant-garde’), which you must therefore pay particular attention to. Necessary condition, but not sufficient: the antennas of the creative need to seize the slightest vibration wherever it occurs, at the barber shop, at the stadium, at the philharmonic or on the road.
IAAD cannot give the baby food made, or provide you every day a map of the new languages, which are constantly changing. All we can do is train you to listen and indeed to listen with you, every day, with infinite patience. The results are amazing.

In addition to this culture and sensitivity to the ‘new languages’, what else is needed?

You also need the technical knowledge, what we now call ‘technicalities’. Just to begin, you need to master or better to rule the roost the software, especially the suite Adobe. Shouldn’t you like it, but today Photoshop, Illustrator and Indesign (and not After Effects, Premiere and Dreamweaver too?) are the masters. There is more, and more specialistic: Maya for 3D modelingAvid or Final Cut for video post-production, Joomla or Word Press for cms.
About the knowledge of the software, at IAAD we don’t admit exceptions: we lock you in the lab until you are able to use these tools in a state of somnambulism.
Among the technicalities that we consider absolutely essential we include also typography, or the knowledge of the font and the fundamentals of their design. If you don’t think it is an important issue you can read the story of Cyrus Highsmiths, the designer who wondered if the contemporary man could live without all the objects characterized by the presence of the Helvetica font. The answer, needless to say, was negative.
The same applies to the colours that, as the Chinese knew and Goethe knew too and we hope you know as well, greatly affect the psyche of the people and in particular the unconscious sphere. Who chooses the right ‘palette’ is already half done, maybe even further.
In the digital environment, finally, SEO (Social Media Optimization) and SMO (Social Media Optimization) techniques have become indispensable knowledge. IAAD of course, has prepared a course ad hoc.

And creativity?

We get there, but first we have to explain something. In IAAD we are not Romantic. The Romantics believed that creativity is prerogative of genius, an extraordinary being who creates in perfect solitude drawing directly to the source of divine or of unconscious. For the Romantics, genius you become, it is by birth, and all those genes that are not are doomed to the rank of vulgar imitators. Imitators of whom? But of genius, of course.
In our opinion, this romantic view is not only wrong, but also poisonous. We think that a little talent and a good predisposition are helpful, but then you become a creative, that almost anyone can become. Anyway, if it weren’t so, what would IAAD exist for? The truth is that the much-vaunted fantasy (or ‘creative imagination) in the end is nothing but associative capacity: the creative creates associations between words, sounds, images and graphemes, bolder and wilder than those produced by those who habitually are not creative. Gianni Rodari called them ‘fantastic binomial’. We are paid for it, to produce fantastic binomial, surprising associations, which others cannot reach. And the good news is that the associative capacity can be developed, it is like a muscle that you train in the gym. IAAD is a gym for associative muscles development and the tools are called benchmarking, mind mapping, brainstorming, cardsorting… Are you ready for the mind-fitness ?

It seems that this course trains supermen.

No supermen, only good fishermen. After all, what else is a creative if not a keen fisherman always looking the mythical fish with scales of gold? The wise fisherman first studies carefully the prey, in particular it habits, because to put in a trap someone must know habits. What feeds our dear fish? In what corner of the lake does it retreat to eat? Where does it sleep? Where does it flirt, and how?
The art of stalking begins always with the stakeout. Day after day, week after week, the fisherman patiently studies its prey, until suddenly realizes to be synchronized. It is a feeling, an inner conviction: he and the fish have become one and sometimes he even seems to know just before what the fish will do, where it will go, how it will behave. This is the right time to tend traps, place the bait and carry out the ambush. However it ends, and usually it ends well, this fisherman has earned our esteem and our respect. The esteem and respect that you owe a genuine creative.

If I understand correctly, after IAAD, when I am an experienced fisherman I can go to work as art director or copywriter.

Even, then, in addition to those you mentioned, there are illustrator, visualizer, packaging designers, photographers, web designers, app designer, writer, fashion designer, event managers, production designer, video maker, type designer, logo designer, account, marketing consultant, public relations manager, animation designer… They’re not so few! What do you think?