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8/9/2019 KCP360 Adv Creative Intro
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UNIT OUTLINE
Course unit: IF94, IF95, IF96
Unit title: Advertising Creative: Introduction
Unit Code: KCP360
Discipline Code: CKC
Credit Points: 12
Semester(s) of Offer: Semesters 1 and 2
Year(s) of Offer: 2004
Prerequisite(s): Nil
Corequisite(s): Nil
Coordinator:
Ph:
Fax:
Email:
Ms. Sandra Contreras
1. Rationale
This unit provides an introduction to the creative side of advertising, involving the development ofcreative strategies, creative concepts, and the crafting of persuasive ideas. The unit is the foundationfor further work in creative advertising, and provides students with a thorough grounding in creative
advertising history, industry practices, strategies and concept development.
2. Aims
This unit aims to provide you with:
1. An understanding of creative advertising campaigns and strategy;2. The capacity to develop conceptual ideas for advertising campaigns;3. An understanding of the communications process, and the significance of various media for
persuasive and successful advertising campaigns;4. Presentational skills (written, verbal and visual) relevant to the practice of creative advertising;
5. Knowledge of the foundations of creative advertising and persuasion.
3. Objectives
On completion of this unit, you will have developed:
1. Skills in researching and analyzing communication problems & opportunities, and developing creativestrategies;2. The capability to develop conceptual ideas for advertising campaigns;3. Awareness of the capabilities of various media as technologies of persuasion in creative advertisingcampaigns;4. Advanced presentation skills (written, verbal and visual);5. An understanding of how to apply creativity in the advertising industry.
4. Content
Unit Outline prepared by: (enter name of unit coordinator) Last updated:Unit Outline reviewed by: (enter name/s of review team) Approved:
8/9/2019 KCP360 Adv Creative Intro
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Topics to be covered in this unit will include: An introduction to the advertising industry, and the role played by creative personnel; Different advertising media (print, TV, radio, interactive, direct, outdoor) as technologies of
persuasion; Concept briefs, and their relationship to creative strategy; Introduction to research methodologies, as relevant to strategy, positioning, brand building,
targeting, segmentation, and the communication problem or opportunity; The creative process and creative thinking; Creative teamwork; Creative tools, techniques and methods; Presentation and selling of creative concepts; Introduction to critiquing creative work.
5. Teaching and Learning Approaches
The unit will combine lectures and other activities that provide an introduction to key concepts increative advertising, and practical activities involving the development of advertising concepts, writing,design and presentation. These activities will help to develop the conceptual ability of students, and
their written, visual and verbal communication skills. Lectures and workshops will be linked toresearch and strategy development activities that will link critical analysis with the practical addressingof communications problems.
6. Assessment
1. Advertisement evaluation exercise
Students will critically evaluate recent advertising campaigns on the basis to which they effectivelydeploy creative strategies across a range of media to address communication problems/opportunitiesfor the relevant client, drawing upon the unit materials.
Length: 2000 wordsWeighting: 20%Due date: Mid-semesterType of assessment: Formative and summativeRefers to unit objectives: 1, 3, 5
2. Development of creative strategy
Students will research and develop a creative strategy for a client, and generate concepts for sevenappropriate media. They will present these concepts for evaluation and critique by fellow classmatesand their lecturer, and will revise their work in light of this feedback.
Length: n/a
Weighting: 60%Due date: End of semesterType of assessment: Formative and summativeRefers to unit objectives: 1, 2, 3, 4, 5
3. Workbook/reflective journal
Students will keep a workbook/reflective journal during the unit, which they will use to keep drafts ofthe various concept development processes. These will be submitted for evaluation a week before thefinal submission.
Length: 2000-3000 wordsWeighting: 20%
Due date: End of semesterType of assessment: summativeRefers to unit objectives: 2, 3, 5
Unit Outline prepared by: (enter name of unit coordinator) Last updated:Unit Outline reviewed by: (enter name/s of review team) Approved:
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7. Resource Materials
Recommended Reading:
Atchison, Jim (1999) Cutting Edge Advertising: How to Create the Worlds Best Brands for the 21st
Century.Singapore: Prentice Hall.
Arens, William (2002) Contemporary Advertising(8th Edn.). Boston: McGraw-Hill Irwin.
De Bono, Edward (1977) Lateral Thinking: a text book of creativity. Harmondsworth: Penguin.
De Bono, Edward (1985) Six thinking hats. Ontario: Key Porter Books.
Felton, George (1994)Advertising Concept and Copy. Englewood Cliffs: Prentice-Hall.
Gordon, William J.J. 1968. Synectics: the development of creative capacity. London: Collier Macmillan.
Leo Burnett Company (1995) 100 Leos: wit &wisdom from Leo Burnett. Lincolnwood: NTC Business Books.
Ogilvy, David (1983) Ogilvy on Advertising. London: Pan.
Osborn, Alex (1963)Applied Imagination (3d rev. Edn.). New York: Scribner.
Sullivan, Luke (1998) Hey, Whipple, squeeze this!: a guide to creating great ads. New York: John Wiley
Schudson, Michael (1993)Advertising: The Uneasy Persuasion (3rd Edn.). London: Routledge.
Weiner, Robert (2000) Creativity and Beyond: Cultures, Values and Change. Albany, NY: State University ofNew York Press.
Wallas, Graham (1949) The art of thought. London: Watts.
Ward Thomas B., Finke Ronald A., and Smith Steven. (1995) Creativity and the mind: discovering the
genius within. New York: Plenum Press.
8. Risk Management
There are no out of the ordinary risks associated with this unitNo responsibility will be taken for absence incurred in other QUT course units as a result of thisprogram.
9. Academic Integrity
Students are expected to display complete integrity in all their academic work. In particular, activitiessuch as plagiarism and cheating or any activity designed to defeat the purposes of assessment arebreaches of academic integrity. QUT's policy on academic dishonesty is at Student Rule 29(http://www.qut.edu.au/admin/mopp/Appendix/append01cst.html). Details of University definitions ofcheating and plagiarism and range of penalties will be provided in the documentation students receivein week 1.
Unit Outline prepared by: (enter name of unit coordinator) Last updated:Unit Outline reviewed by: (enter name/s of review team) Approved:
http://www.qut.edu.au/admin/mopp/Appendix/append01cst.htmlhttp://www.qut.edu.au/admin/mopp/Appendix/append01cst.html