Academy of Art University

Master of Arts in Advertising

Graduate students will meet the following student performance criteria:

Strategic Communication

• Develop strategic elements focused on the target customer, the product/service, and the market
• Gather, assess, and apply relevant information, including historical research, to strategic work

Visual Communication

• Use appropriate visual media, including freehand drawing, to convey essential elements

Verbal Communication

• Convey creative ideas, concepts, and brand tone through engaging and sophisticated language at each stage of the creative process
• Communicate verbally and in writing with a unique and versatile voice

Conceptual Thinking

• Communicate relevant objectives through the use of appealing aesthetic choices
• Think conceptually and execute projects beyond traditional advertising media

Professional Readiness

• Produce a cohesive portfolio tailored to reflect career goals
• Submit work according to professional presentation standards

Academy of Art University Learning Outcomes

Graduates of the Academy of Art University will demonstrate the ability to:

• Produce a body of work suitable for seeking professional opportunities in their chosen field of art and design.
• Solve creative problems within their field of art and design, including research and synthesis of technical, aesthetic, and conceptual knowledge.
• Communicate their ideas professionally and connect with their intended audience using visual, oral, and written presentation skills relevant to their field.
• Execute technical, aesthetic, and conceptual decisions based on an understanding of art and design principles.
• Evaluate work in their field, including their own work, using professional terminology.
• Recognize the influence of major cultural and aesthetic trends, both historical and contemporary, on art and design products.
• Learn the professional skills and behaviors necessary to compete in the global marketplace for art and design.

Successful advertising careers require problem-solvers, which is why our hands-on degree programs provide aspiring advertising professionals with a comprehensive problem-solving toolbox of marketable skills and training.

You’ll find our graduates enjoying roles as art directors, copywriters, creative strategists, content creators, and others at leading companies. Who’s hiring our alumni? Companies like razorfish, Leo Burnett, Y&R, Ogilvy, AKQA, CP+B, and more.

Art Director

Art directors are responsible for communicating a clear, unique, and interesting idea about a product or a brand. Copywriters drive the advertising industry.

Content Creator

Create, edit, and curate compelling work to supplement ads. You'll work with blogs, streaming videos, magazine articles, books, songs, and movies.

Copywriter

Copywriters craft messages and develop stories for all media so a product or brand can have an intriguing voice. Together with art directors, they form the creative teams that drive the advertising industry.

Creative Strategist

You'll manage information flow, conduct research, and inform and inspire the creative teams. You'll also help devise business strategies and guide clients to success.

Unit Requirements

Degree Requirements

• Successful completion of Final Portfolio Review
• A minimum grade of C in all required 36 units
• Minimum 2.0 cumulative GPA and the following Academic Study requirements:
  • 1 Art Historical Awareness & Aesthetic course

Curriculum

Semester 1

• ADV 605: Digital Graphics (Major)
• ADV 622: Perspectives in Advertising (Major)
• GLA 615: History of Graphic Design (Graduate Liberal Arts)

Semester 2

• ADV 602: Art Direction (Major)
• ADV 604: Copywriting Techniques (Major)
• ADV 623: Brand Strategy (Major)

Semester 3

• ADV 606: Campaign (Major)
• ADV 625: Interactive Advertising (Major)
• COM 602: Visual Storytelling: Editing for Short-Form Video Content (Major)

Semester 4

• ADV 646: Advanced Campaign (Major)
• ADV 670: Visual Storytelling (Major)
• IXD 613: Motion Graphics and Video (Major)