COMD-216 Course Outline

Course Info

Term: Fall 2025
Day/Time: Thursdays, 8:30 AM – 11:20 AM
Dates: Sept 4 – Nov 27, 2025
Location: MAIN C3233
Instructor: Christopher Hethrington
Email: chethrington@ecuad.ca

Course Content

This studio-based course explores the intersection of visual rhetoric, semiotics, and design theory. Students will learn how images, typography, and composition create meaning and influence perception. Through hands-on projects, critiques, and guided analysis, students will apply classical and contemporary rhetorical frameworks to design persuasive and intentional visual communication.

Course Learning Outcomes

  • Analyze visual communication using rhetorical appeals (logos, ethos, pathos).
  • Apply semiotic theory (Saussure, Peirce, Barthes) to create visual identities.
  • Use figures of speech (metaphor, irony, synecdoche, etc.) to enhance persuasive impact.
  • Present and defend design decisions in critiques, connecting theory to practice.
  • Provide constructive feedback using rhetorical and semiotic frameworks.

Evaluation Criteria

  • Participation & In-Class Exercises 20%
  • Project 01 — Appeals Posters 30%
  • Project 02 — Visual Identity & Semiotics 50%
  • Total 100%

Course Schedule



  • Week 01: Sept. 4 — Course intro

    Overview of rhetoric & semiotics; expectations & course structure.
  • Week 02: Sept. 11 — Rhetorical appeals deep dive

    Assign Project 01.
  • Week 03: Sept. 18 — Ad analysis + group critique

    Bring ads to analyze.
  • Week 04: Sept. 25 — Figures & tropes

    In-class work session on P01.
  • Week 05: Oct. 2 — Canons of Rhetoric + design process

    Project 01 progress check.
  • — Oct. 16 — Reading Week (No Class)

    Finalize Project 01.
  • Week 06: Oct. 23 — Critique 01

    Present two posters + reflection sheet. Project 01 Due.
  • Week 07: Oct. 30 — Semiotics: Saussure, Peirce, Barthes

    Assign Project 02.
  • Week 08: Nov. 6 — Workshop: logo ideation + identity systems

    Bring early sketches.
  • Week 09: Nov. 13 — Barthes reading + peer reviews

    Read “Rhetoric of the Image.”
  • Week 10: Nov. 20 — Refinement + mini-presentations

    Prep for final critique.
  • Week 11: Nov. 27 — Critique 02

    Present identity system + reflection sheet. Project 02 Due.


AI Usage Policy

Students may use AI tools to generate visual assets, but must document which tools were used, include the exact prompts and process in their reflection sheet, and demonstrate meaningful creative decision-making beyond AI output. Failure to document AI usage may affect grading.

Attendance Policy

Any unexcused absences will affect your grade. Three unexcused absences = automatic failure. Notify the instructor in advance for excused absences and arrange to make up missed work.