About this paper

Appears in:
Pages: 5032-5034
Publication year: 2011
ISBN: 978-84-614-7423-3
ISSN: 2340-1079

Conference name: 5th International Technology, Education and Development Conference
Dates: 7-9 March, 2011
Location: Valencia, Spain

COPY LITERACY - THE FORGOTTEN FUNDAMENTAL IN COMMUNICATION GRAPHIC STUDIES

A. Ibrahim

Universiti Sains Malaysia (MALAYSIA)
Graphic communication studies have always been associated with "churning out highly creative designers". As the result, many art colleges emphasize on the stereotypical ways of teaching graphic arts through typical courses on their plate. The graduates they create can be very design and software savvy - but many lack the soul of being thinking designers.One of the reasons that this has taken place is due to the designers' failures to take the task the way actors take to roles. As everybody knows it, designs come from the mind.Thus, there is an acute need to train the designers' mind before anything else.Teaching copy literacy to budding designers is one of the ways to address the issue.Very rarely design or visual can stand alone without proper copy support.Even if both can stand alone due to the issue at hand is hugely well-acknowledged by their audience,still, in the course of initial design execution, "invisible copy" plays its role as well.

This paper attempts to identify the relationship between copy literacy and the designing skill outputs.Over twenty (20)years of managing creative teams in the advertising and publishing industry has somehow prompted the author to probe into the relationship between copy literacy and creative design outputs based on personal observation that designers who understand,feel and live the copy tend to deliver better works than those who merely design to please the creative directors.The earlier group is more of a thinking professionala while the latter tend to be strict adherants to the creative briefs.
@InProceedings{IBRAHIM2011COP,
author = {Ibrahim, A.},
title = {COPY LITERACY - THE FORGOTTEN FUNDAMENTAL IN COMMUNICATION GRAPHIC STUDIES},
series = {5th International Technology, Education and Development Conference},
booktitle = {INTED2011 Proceedings},
isbn = {978-84-614-7423-3},
issn = {2340-1079},
publisher = {IATED},
location = {Valencia, Spain},
month = {7-9 March, 2011},
year = {2011},
pages = {5032-5034}}
TY - CONF
AU - A. Ibrahim
TI - COPY LITERACY - THE FORGOTTEN FUNDAMENTAL IN COMMUNICATION GRAPHIC STUDIES
SN - 978-84-614-7423-3/2340-1079
PY - 2011
Y1 - 7-9 March, 2011
CI - Valencia, Spain
JO - 5th International Technology, Education and Development Conference
JA - INTED2011 Proceedings
SP - 5032
EP - 5034
ER -
A. Ibrahim (2011) COPY LITERACY - THE FORGOTTEN FUNDAMENTAL IN COMMUNICATION GRAPHIC STUDIES, INTED2011 Proceedings, pp. 5032-5034.
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