Events
  • Alex Olson

    Dec 06| Lectures
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    Artsy best decribes Alex Olson’s works as "abstract, but that’s not how she would choose to refer to them: “In fact, the way I approach painting is almost the opposite in that nothing is an abstraction of something else,” she says. “It literally is what it is.” Olson’s paintings aim to be exact records of how they were made, self-evident in their construction.

  • Marisa Matarazzo is an Assistant Professor in the Graduate Writing program at Otis. She is the author of Drenched: Stories of Love and Other Deliriums, which Aimee Bender called "a collection that marks its own territory and stamps it out with a textured beauty." Her work has appeared in Faultline, Hobart, Fivechapters, Unstuck, and other literary journals, and she has taught at UCLA Extension, the Art Institute of California, Los Angeles, and UC Irvine.

  • Gracie DeVito’s work challenges codified modes of art making and production; the output of the work shifts fluidly from painting, to sculpture, to found objects, to performance. Characters and motifs, manifested by DeVito herself or by the characters she creates, rotate through the 2D and 3D spaces of her pieces. 

  • Joint Venture

    Dec 10| Exhibition
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    Joint Venture is a group exhibition of collaborative projects by artists from ECF’s Inglewood Art Center and students from Otis College's Creative Action class, Uniquely Abled, taught by Michele Jaquis and mentored by Marlena Donohue.

     

    December 8, 2016 - January 6, 2017

    Gallery Hours M - F 11am - 3:30pm

     

  • LA Portfolio Day

    Jan 15| Special Event
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    Otis College of Art and Design is pleased to host the Los Angeles Portfolio Day on January 15, 2017 from 12-4pm!

    Bring your portfolio for an informal review by representatives from art and design schools, and learn about their programs of study. Portfolio Day events are held across the country, high school students, parents, teachers, guidance counselors and college transfer students are encouraged to attend.

  • James Hannaham

    Jan 25| Lectures
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    James Hannaham is the author of the novels Delicious Foods, which won the 2016 PEN/Faulkner Award, and God Says No, a Stonewall Honor Book and a Lambda Literary Award finalist.

  • Tuning the Room

    Jan 28| Exhibition
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    Anna Craycroft: Tuning the Room

    January 28 - April 16, 2017

    Ben Maltz Gallery

O-Tube

Advertising Program: Research Tutorial

Step 1: Do you have basic research skills?

To learn the basics of library research, review the Info Lit Tutorials.

Step 2: Clarify Your Topic

Your instructor may give you topics such as:

  • Top Advertising Agencies in Los Angeles
  • Marketing on a Low Budget
  • Trend Spotting
  • Guerilla Marketing
  • Targeting Your Audience
  • Appealing to Emotions in Marketing and Advertising
  • Media Planning
  • Award Winning Advertising Campaigns

These are actually all fairly broad subjects encompassing many smaller topics. Before you can do systematic research, you must first clarify your exact topic. A good place to start is by generating synonyms for that topic.

Why is this important?

Take, for instance the term "guerilla marketing." Just because that term may be well understood within the advertising world, it is not true that it will always used every time someone writes or publishes something that could be considered guerilla marketing. Plus, it may involve many types of marketing. When you do a "keyword" search on "guerilla marketing," only those documents containing those exact terms be found. It's entirely possible that you could miss an excellent book on "product placement" such as: Product Placement in Hollywood films : A History. (See also: How to Clarify Your Topic)

Presumably you are researching topics that are not entirely familiar to you and you may not know the definitions and be able to create a list of synonyms. In this case, you may want to briefly browse some recommended websites. Keep a pencil and paper handy to jot down terms which you can use in your research process.

NOTE: Here's a good tutorial which explains about Researching Companies Online

Step 3: Find Books

Students often rely too much on Google or Yahoo and neglect better tools and sources. To be a competent researcher, figure out for yourself a systematic methodology and become proficient with a variety of tools.
Definitely try the Library Catalog (OPAC). Try a variety of keyword from your synonyms list to get an overview of what books are in the Otis Library. Through the OPAC, you may also discover alternate terms that you can use in searching other places.

Some of results you will find will be to e-books which are available to the Otis Community online. Within the OPAC, you'll see a link and all you need to do is click it to bring up the ebrary database. You may also go directly to Ebrary, to search 80,000 full-text electronic books. This database contains an enormous amount information. It is geared towards college students.

Step 4: Find Articles in Magazines and Journals

Find a journal article or two. Start with EBSCO OmniFile. It contains the full-text for 3,100 magazines and journals covering a wide variety of subject areas, including advertising. One of the magazines included in Adweek. Try a keyword search with some of your terms. If you get too many hits, limit it to a subject search.

Step 5: Look in Newspapers

Find a newspaper article or two. Try eLibrary. These databases have full text of thousands of newspapers, plus transcripts of TV news programs and congressional testimony. You'll definitely have to limit your search in some way. Think about an additional term or two to enter as a means of limiting the number of hits returned. The name of a company or a specific type of product would be a specific additional term. As a general rule, the larger the database, the more terms you can enter. (Click here to learn about Boolean Logic and how it works to refine a search.)

Step 6: Try the Web

As a last step, search for content-rich academic/educational websites. Searching the web can be overwhelming. Too much information may, in fact, be more trouble than not enough. If you want to refine your skill or you are having trouble, go to the Library and talk with Sue Maberry, the Librarian. Finding information is her expertise.

Pages ending in .org or .edu may be the best ones, but make sure the author is not a student doing a class assignment or that the page is not simply a course syllabus.