No offerings have been identified for this subject in 2016

ADV213 The Creative Process (16)


Students learn about the steps in the advertising creative process, including idea generation, concept development, creative strategy and copywriting.
Students learn key principles and develop skills in copywriting for advertising media with a particular focus on the main media of print, outdoor, television, radio and direct mail.They will also develop an understanding of the principles of writing brand communication and retail communication.

+ Subject Availability Modes and Location

Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: ADV213
Where differences exist between the handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
Two sessionsHD/FLSchool of Communication and Creative Industries

Assumed Knowledge


Enrolment restrictions

Available to students in: Bachelor of Arts (Communication - Advertising) Bachelor of Arts (Communication - Commercial Radio) Bachelor of Arts (Communication - Advertising)/Bachelor of Business Marketing double degree

Learning Outcomes

Upon successful completion of this subject, students should:
- be able to understand the creative thought process and creative concept development
- be able to understand key principles and have developed basic skills in copywriting for print - including writing headlines and bodycopy
- be able to demonstrate basic skills in copywriting for a variety of advertising mediums.
-be able to differentiate the unique characteristics of writing television commercials, radio commercials and print-based advertisements.
- be able to understand the differences in writing retail advertising copy and brand-based advertising copy.
- be able to write advertising copy from from an industry modelled advertising brief.


The subject will cover the following topics:
Review of creative strategy - copy platforms, rationales and positioning Review of the role of copywriters and art directors in agencies Review of 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 Basic 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 Principles and practice of copywriting for television, radio and print-based media, including direct media. Principles of writing retail advertising versus brand advertising. How to present advertising copy and ideas - storyboards, scripts and dummies.


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.