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Unit Outlines Creative Advertising

Unit Outlines Creative Advertising

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Published by Terry Flew

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Published by: Terry Flew on Jun 13, 2010
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06/13/2010

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UNIT OUTLINE 
Course unit:
IF94 GCert Advertising, IF95 GDip Advertising, IF96 Master of Advertising
Unit title:
Advertising Creative: Introduction
Unit Code:
KKN021
Discipline Code:Credit Points:
12cp
Semester(s) of Offer:
Autumn (First) semester 
 Year(s) of Offer:
2003
Prerequisite(s):
None
Co-requisite(s):Coordinator:Ph:Fax:Email:1. Rationale
This unit provides an introduction to the creative side of advertising: to the key disciplines of copywriting and art direction and the development of creative concepts (starting with research andstrategy through to the generation and crafting of ideas.) Students begin to develop practical skills inwriting and designing ads.
2. Aims
The unit aims to give students grounding in the essentials of the creative of advertising. It is thefoundation for further subjects in the area and for people starting out on the creative side of theindustry.
3. Objectives
On completion of this unit, students should have developed:1)An understanding of, and skills in, researching and analysing communication problems &opportunities, and developing creative strategies.2)An understanding of the process of conceiving and developing ideas for ads.3)Knowledge of techniques of, and skills in, the copywriting of ads.4)Knowledge of key aspects of, and skills in, the art direction of advertising.5)Advanced presentation skills (written, verbal and visual.)
 
4. Content
Introduction to the industry
Steps in the process of producing ads
Jobs and employers on the creative side of advertising
The role of copywriters, art directors and producers
The different advertising media – including print, TV, radio, interactive and direct
Introduction to ethics in advertisingIntroduction to strategy
Creative briefs: how to read and interpret them, how to develop a creative brief 
The importance and use of research and consumer insight
Simple qualitative and secondary research
Analysing information and identifying the communication problem or opportunity
Targeting and segmentation
Types of strategy, positioning, brand buildingConcept development
The creative process and creative thinking – idea creation and brainstorming
Making the leap from strategy to ‘big ideas’
Creative teamwork – working with a partner, with suppliers and production managers
Presentation and selling of creative concepts
Intro to critiquing creative workCopywriting
Intro to the practice of writing ads for print (newspaper, magazine and poster)
Techniques for writing headlines, bodycopy and taglines
Introduction to structure and style
Creative tools and techniques
Key principles for effective, creative workArt direction
Introduction to the practice of designing ads for print (newspaper, magazine, poster)
Design concepts
Visual thinking
Layout principles
Typography and type design
Rendering of creative concepts
Introduction to the print production process
5. Teaching and Learning Approaches
The unit is divided into the modules outlined in the ‘Content’ section. These will be delivered through acombination of:
Lectures
Guest lectures
Workshops
Agency visit
Readings
Examples of industry best practice
2
 
Practical project
In class exercisesStudents develop concepts for ads, then write, design and present them (for in-class exercises andassessment and assessment). These activities help develop their conceptual ability, written, visualand verbal communication skills. The process of researching and developing strategy requires themto think through, analyse and attempt to solve communication problems.
6. Assessment
Students work on a client based project – for which they:
Research and develop a creative strategy20%
(addresses unit objective 1 and 5)
Generate concepts for magazine, newspaper & poster ads30%
(addresses unit objective 2 and 5)
Craft the writing of those concepts25%
(addresses unit objective 3 and 5)
Craft the design (art) of those concepts25%
(addresses unit objective 4 and 5)They work on this project in class and are given feedback by fellow classmates as well as the lecturer in class. Draft work is marked by the lecturer at each of the key stages listed above, before a finalsubmission at the end of the unit.
7. Resource Materials
Students will refer to the following texts and CD roms for readings and assessment.Material for classes will also be drawn from some of them.Prescribed textFELTON, G. Advertising Concept and Copy. Prentice Hall, Englewood Cliffs, NJ, 1994.MagazinesAdnews, Yaffa Publishing, Sydney (trade publication)Australian Creative, Yaffa Publishing, Sydney (trade publication)Web sitesAdnewswww.adnews.com.auAdvertising Federation of Australia www.afa.org.auAustralian Writer and Art Directors Associationwww.awardonline.comDirectors and Art Directors Association (UK)www.dandad.co.ukAwards
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