ADV205 Advertising Creative (8)
CSU Discipline Area: Communication (COMUN)
Duration: One session
Abstract:
Students learn key principles and develop skills in copywriting and art direction for print. The subject concentrates on newspaper, magazine, poster, outdoor and retail advertising. Students learn about the steps in the advertising creative process, including idea generation, concept development, creative strategy and copywriting.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | Bathurst | Session 2 |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: ADV205
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Enrolment restrictions:
Bachelor of Media Communication (minor subject) Bachelor of Arts (Communication - Advertising)/Bachelor of Business (Marketing)(core subject) Bachelor of Arts (Communication - Commercial Radio)(elective) Bachelor of Arts (Communication - Public Relations and Organisational Communication) (elective) Bachelor of Arts (Graphic Design) Bachelor of Marketing Communication (core subject) (course currently suspended)
Objectives:
Upon successful completion of this subject, students should:
- be able to demonstrate understanding of the creative thought process and creative concept development
- be able to demonstrate understanding of key principles and have developed basic skills in copywriting for print - including writing headlines and bodycopy
- be able to demonstrate understanding of key principles and have developed basic skills in art direction for print - including layout and typography
Syllabus:
The subject will cover the following topics:
Review of creative strategy - copy platforms, rationales and positioning Review the role of copywriters and art directors in agencies Review key principles for judging advertising creative material The creative process and creative thinking - how to make the leap from strategy to "big ideas" Principles and practice of copywriting for print - for newspapers, magazines, posters and retail - headlines and bodycopy Art direction for print - including layout principles How to present print layout and copy Theories of ideation Idea generation techniques eg. brainstorming and mind mapping
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.