Conceptual Design of Social Advertising

Abstract

Objective: The article examines the methodology of designing social advertising within the content module of the educational component "Design-Projecting" for bachelor-level students of the educational and professional program "Graphic Design". Methods: The methodology of social advertising design is based on a system of methods and techniques. An ethnomethodological approach is proposed for analyzing the ethnographic study of graphic designers. Based on the analysis of theoretical studies on this issue, the following contexts of social advertising design-projecting have been identified: aesthetic, stylistic, semantic, semiotic, and socio-cultural. Additionally, the methodology of social advertising design is viewed through the prism of activity theory and reinterpretation of the design-projecting process. Results: The proposed system of research methods formed the basis for developing a model of conceptual social advertising design, which includes specific educational tasks in design-projecting. A four-stage conceptual design model was introduced to structure design activities and align with the educational tasks of social advertising design-projecting by graphic designers. According to this model, conceptual social advertising design involves four general stages of the conceptual process: briefing, interpretation, idea generation, and presentation, concluding with practical design-projecting using tools. Evaluation criteria for social advertising design projects were also defined, reflecting aesthetic, stylistic, semantic, semiotic, and socio-cultural contexts. Conclusions: Based on the proposed conceptual design methodology, the structure of the content module "Social Advertising" of the educational component "Design-Projecting" has been developed. It includes titles and questions of educational topics and corresponding tasks. A methodology for evaluating social advertising design projects was also proposed.