I am a graphic designer or graphic design student; do I need to start with the first class, Introductory Workshop?
We actually have had many Graphic Design professionals or students in our classes. Because design is different than an Art Director’s job at an ad agency, from our past experience, Designers need to learn the concepting process required to be an ad agency Art Director. Therefore we recommend the Introductory Workshop. However, if you have had some concept classes elsewhere, you may be ready to start at the Intermediate level. Only you can determine this, but be sure to make the choice based on your prior education so that you start with the right level for you. You need to have created ads (not just designs or logos) and had constructive critiques from an instructor.
I’ve taken some advertising concept courses at other schools; do I need to start with the Introductory Workshop?
This will greatly depend on the courses you took. Some students who have only taken one class elsewhere felt lost going right into Intermediate. Others who had taken several other outside concept classes were ready for Intermediate or Advanced level workshops. Again, only you can decide this based on your previous course experience. Some college advertising departments only offer marketing type courses or just briefly cover creative concept ad courses so unless you have taken other classes that have allowed you to work on ad campaigns and be critiqued by an instructor, you should start at the Introductory Workshop. If however, you have had other classes where you worked on and learned about campaigns and had constructive critiques, you may be ready to start at Intermediate or Advanced level workshops.
I’m not sure if I want to be a Copywriter or an Art Director. Will this course help me determine that? And what is the difference really?
The Book Shop is designed to teach both Copywriters and Art Directors how to concept and come up with ads to build a portfolio so that either can get a job. However, you will need to determine which career path you feel more comfortable with at some point early on. Because even though you will be learning how to concept in general (which both Art Directors and Copywriters need to know), it branches off into different specialties after that. Art Directors and Copywriters work as a team to concept on the idea. Then, Art Directors design the layouts for print ads, know all about various typestyles, layout skills and work with photographers and Directors to get a finished produced ad or commercial. Writers are required to write the body copy in ads, write the radio commercials, and help cast and record with radio talent. And though both often work on the “Headlines” since it’s part of the overall concept, the writer is required to finish the rest of the writing for the ad.
Do I need to know how to use various computer programs?
Yes. Copywriters should know how to work in word programs and Art Directors these days must know the ins and outs of Photoshop, In Design, Illustrator and various other design and layout programs. So if you want to be an Art Director and don’t know the computer, you should take computer classes in conjunction with The Book Shop online courses. Many local colleges offer these courses.
I own a business and would love to be able to do my own advertising. Will these classes help me to learn how to accomplish that?
Yes. Though these courses are designed more around building an actual portfolio to get a job at an ad agency, these courses will also allow you to learn how to write ads for your business. We are hoping at some point to have courses that are specifically designed just for this purpose, so stay tuned!
