1.

0 INTRODUCTION TO ADVERTISING

1.1 Outline the disciplines of advertising:

1.1.1 define advertising

1.1.2 list the types of advertising

1.1.3 explain the roles of advertising

1.1.4 discuss the functions of advertising

1.1.5 relate the history and evolution of advertising to the production

of advertisement

1.2 Discuss advertising in electronic media:

1.2.1 differentiate between television advertisement and radio

advertisement

1.3 Distinguish the five players in the advertising field:

1.3.1 describe the function of advertiser

1.3.2 describe the function of advertising agency

1.3.3 describe the function of media

1.3.4 describe the function of vendor

1.3.5 identify the target audience

1.4 Identify the major roles in an advertising team:

1.4.1 Explain the job specifications

a. Creative Director

b. Copywriter

c. Media Director

d. Graphic Designer

e. Target audience

1.5 Apply individual task load as a crew member:

1.5.1 differentiate the production crew tasks in the pre-production,

production and post-production.

2.0 PRE-PRODUCTION PROCESS – DESIGN AND DEVELOPMENT

2.1 Identify the steps in pre-production process:

2.1.1 discover the message design steps

a. client approval on advertising strategy

b. message format

c. key frame

d. script

e. action and scenes storyboard

f. client approval of script and storyboard.

2.1.2 discover the pre-production steps

a. assign right director

b. find production house or animation house

c. work out details in pre-production meeting

d. locate or build the set

e. cast the talent

f. locate props, costumes, and photographic stills, get bids for

all the production operations.

2.2 Discuss the creative process in making advertisement:

2.2.1 discover the steps and stages in creative process.

2.2.2 construct the brainstorming concept in making advertisement

2.2.3: Creative brief

- what is creative brief

- the importance of creative brief

- the format for creative brief

2.3 Discuss the criteria to be a creative person for advertising field:

2.3.1 develop flow of ideas

2.3.2 impart risk-taking attitude

2.4 Explain the creative roles in advertising:

2.4.1 arrange the words and pictures in advertisement

2.4.2 build up a creative art direction in advertisement

2.4.3 write a creative copywriting for advertisement

2.5 Identify the other television and film advertising:

2.5.1 explain the types of television and film advertisements

a. infomercials

b. videos
c. movie trailers

d. brand placements

3.0 PRODUCTION PROCESS – THE SHOOTING

3.1 Identify the steps in production process:

3.1.1 discover steps of production process

a. director manage the shoot

b. record the action on film, record music, voices and sound

effects

c. create on-screen graphic and the computer graphics.

3.2 Practise video camera skill in the shooting process (shooting as in

indicated or illustrated shooting board):

3.2.1 define the type and role of shots

3.2.2 determine the camera movement

3.2.2 determine the angle of view

3.3 Discuss the various elements in making television and radio commercials:

3.3.1 classify the elements in making radio commercial: voice, music

and sound effect.

3.3.2 classify the elements in making the television commercial : video

and audio.

3.3.3 practice the making of radio and television copywriting

3.4 Identify the guidelines in making television and radio copywriting.

3.4.1 explain the art of copywriting

3.4.2 explain the copywriting techniques

3.4.3 describe common mistakes in copywriting

4.0 POST – PRODUCTION PROCESS – EDITING APPLICATION

4.1 Identify the steps in post-production process:

4.1.1 discover the five steps in post-production process:

a. edit the film

b. mix the audio track

c. synchronize the video and the audio

d. give a presentation tape to client for approval

e. duplicate videotape for distribution.

4.2 Explain the usage of editing.

4.2.1 identify the meaning of editing

4.2.2 identify editing techniques

4.2.3 identify editing approach

5 ADVERTISING ETHICS AND REGULATIONS

5.1 Identify the various issues regarding the ethics and regulations related to

an advertising field.

5.1.2 discover the three issues in ethical criteria :

a. advocacy

b. accuracy

c. acquisitiveness

5.1.3 discuss the ethical issues in advertising :

a. puffery

b. taste

c. stereotyping

d. children’s advertising

e. controversial products

f. subliminal advertising

5.1.4 discover the Advertising Standards Authority (ASA) and Code of

Practice Advertising in Malaysia