Imaging: Communication in the Era of the Brand
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Division: The New School for Public Engagement
School: School of Media Studies
Course Number: NCOM 3112
Course Format: Lecture
Location: NYC campus
Permission Required: No
In our culture, control of image is essential for success. It's what makes us want to buy one brand rather than another or vote for a particular candidate. This course explores the power of imaging and the methods by which a marketable personality (for a product, service, organization, or individual) is defined, developed, and communicated. Topics include strategies for balancing the emotional and the rational aspects of a message, finding a position with "soul," and using research to full advantage. We explore the way imaging practice is shaped by the exploding world of media and the way imaging affects the corporate bottom line. Video and audio presentations and case studies help students understand the imaging process and acquire the know-how to evaluate and use it. This course is designed for current or aspiring corporate communicators, brand and marketing managers, graphic designers, media and advertising professionals, and anyone interested in promoting a product, service, or organization, whether for-profit or not-for-profit.