Course Resources Archive
AD4102: Advertising Language
| Module Title | Advertising Language |
|---|---|
| Module Code | AD4102 |
| Module Tutor | Frank Holmes |
| School | Art and Design |
| CAT Points | 15 |
| Level of Study | 4 |
| Pre-requisites | None |
| Co-requisites | None |
| Restrictions | Available only to Advertising students. |
| Brief Description | This module provides an introduction to copywriting which is the art and craft of creating effective advertising concepts that are supported by appropriate and persuasive text. |
| Indicative Syllabus | A number of short exercises cumulating in a long copy brief for presentation will help students explore the theory and practice of generating persuasive advertising material with special emphasis on the copywriting content. Students will identify the various approaches used in writing for a variety of different advertising forms. |
| Learning Outcomes | A student passing this module should be able to: 1. Recognise and use various textual elements, including headlines, subheads, body copy, and strap lines to generate targeted communication. 2. Use appropriate language and tone of voice, to create advertising that can influence, persuade and inform. 3. Understand the importance of target markets, product benefits, brand values and can turn technical features into emotional benefits. 4. Recognise the application of various copywriting styles and devices to design, and the relationship between copywriters and art directors. |
| Learning and Teaching Activities | Scheduled Contact Hours: 30 Independent Learning Hours: 120 |
| Assessment (For further details see the Module Guide) | 001: 100% Coursework: Individual, other: Creative project equivalent to 4000 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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