Course Resources Archive
AD4101: An Introduction to Advertising
| Module Title | An Introduction to Advertising |
|---|---|
| Module Code | AD4101 |
| Module Tutor | Frank Holmes |
| School | Art and Design |
| CAT Points | 30 |
| Level of Study | 4 |
| Pre-requisites | None |
| Co-requisites | None |
| Restrictions | Available only to Advertising students |
| Brief Description | p>The module provides a first introduction to the concept of Advertising and aims to identify its role and place within the media services industry. It introduces the concept of working as part of the 'creative team' and looks at the way ideas are generated and processed through to finished campaigns. Students will study a number of successful advertising campaigns and begin to identify, in their own work, the importance of campaign linkage and strategy. |
| Indicative Syllabus | A mix of lectures and debates will define the roles and responsibilities of various advertising professionals, and provide an insight into the roles and practices of other specialist media providers. Short timed creative projects are used as a means of promoting understanding and confidence within the student group. This module provides an introduction to the practice of working creatively as a part of a team and aims to explore a variety of strategies for problem solving and conceptualising. As the module progresses, content will focus on the history and development of brands and on the synergy of ideas required for producing successful and memorable advertising campaigns. An analysis of the work of prominent agencies, together with briefings and critiques, will help to define the 'strategic campaign'. Students will be required to research, plan and write their own creative brief as a means of understanding the essential components of an effective campaign. Brand identity, tone of voice and continuity of message will all be addressed in the output of creative work.
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| Learning Outcomes | A student passing this module should be able to: 1. Understand the process by which adverts are conceived and produced and the various forms of advertising. 2. Recognise the integrated parts of the media services industry, and appreciate the roles and responsibilities of those who work in advertising. 3. Demonstrate the skills involved in problem solving, concept generation, writing a creative brief, producing hand-drawn visuals, and working as part of a team. 4. Appreciate the objectives of advertising in terms of visual style, audience communication and working on brief to set deadlines. 5. Demonstrate the ability to conceive ideas, manage the creative process, evaluate information and use it to plan and develop campaign strategies. |
| Learning and Teaching Activities | Scheduled Contact Hours: 60 Independent Learning Hours: 240 |
| Assessment (For further details see the Module Guide) | 001: 100% Coursework: Individual, other: Creative project, equivalent to 8000 words. |
| Special Assessment Requirements | |
| Indicative Resources | The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide. |
Company Registration Number 06023243. VAT Number GB 886 1439 87.
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