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ADV211 Advertising Copywriting (8)

Abstract

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 develop understanding of the advertising production process with a basic introduction to the management of the process for the print and broadcast mediums. Students will create scripts, storyboards and dummies for print, radio, television and direct mail executions.

+ Subject Availability Modes and Location

Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: ADV211
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:
One sessionHD/FLSchool of Communication and Creative Industries

Assumed Knowledge

ADV205

Enrolment restrictions

Bachelor of Arts (Communication - Advertising) Bachelor of Arts (Communication - Commercial Radio) Bachelor of Business (Marketing) Bachelor of Arts (Communication - PR & Org Comm)

Learning Outcomes

Upon successful completion of this subject, students should:
- be able to demonstrate basic skills in copywriting for a
variety of advertising mediums.
- be able to clearly differentiate the unique characteristics of
writing television commercials, radio commercials and print-
based advertisements.
- be able to identify the steps in the production process of TV,
radio and print commercials, and will have some knowledge of the
preparation of cost estimates and rough materials for client
approval as well as the management of the advertising
production process.
- be able to demonstrate a basic understanding of both analogue
and digital production processes to the level of being able to
produce 'rough' creative executions.

Syllabus

The subject will cover the following topics:
- Principles and practice of copywriting for television, radio and print-based media, including direct media. - Preparing creative concepts for presentation to clients. - Steps in the production of TV, radio and print executions, preparation of cost estimates and the management of the production process. - Current thinking and recent developments in creative strategy development for television, radio and print advertising. - The role of broadcast producers in agencies. - Development of further knowledge and skills of digital production technology.

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The information contained in the 2018 CSU Handbook was accurate at the date of publication: 24 November 2017. The University reserves the right to vary the information at any time without notice.