Course outline. Code: CMN248 Title: Creative Advertising

Transcription

1 Faculty of: Arts and Business School of: Communication and Creative Industries Teaching Session: Semester 1 Year: 2016 Course Coordinator: Dr Kelly Choong kchoong@usc.edu.au Course outline Code: CMN248 Title: Creative Advertising 1. What is this course about? 1.1 Course description Creative Advertising introduces you to the theories and practices of creativity used in the advertising and communications industries. You will learn about creative theory and conceptual techniques and processes used by communicators to develop idea-based solutions to communication, advertising, and marketing problems. While examining conceptual, written and visualisation building techniques that underpin the professional practices of copy writing and art direction, you will be introduced to print and digital based mediums currently available to markets and advertisers. 1.2 Course content What is Creativity? Understanding Creative Thinking The Big Idea Creating the Advertising Message Creative Execution Image Fundamentals of composition Creating effective layouts using copy and images The Execution of the Idea for Print Mediums. Analysis of print mediums The Execution of the Idea for Digital Mediums. Analysis of digital mediums Review and analysis of the ideas used contemporary creative ads and campaigns The Future for Creative in Advertising 2. Unit value 12 units

2 Page 2 3. How does this course contribute to my learning? Specific Learning Outcomes Assessment Tasks Graduate Qualities On successful completion of this course you should be able to: Apply the concept and role of creativity, innovation and idea generation used in advertising industry Design and develop unique and diverse concepts for a variety of advertising communications Evaluate the appropriateness of concepts, reflecting on the creative process through the use of a print and online resources to enhance technical and creative skills Write headlines, handle images and graphics, typography and design through computers to present professional work You will be assessed on the learning outcome in task/s: Completing these tasks successfully will contribute to you becoming: 1, 2 and 3 Creative and critical thinkers. 1, 2 and 3 Creative and critical thinkers. 1, 2 and 3 Creative and critical thinkers. Empowered. 2 and 3 Creative and critical thinkers. Empowered. 4. Am I eligible to enrol in this course? Refer to the Coursework Programs and Awards - Academic Policy for definitions of pre-requisites, corequisites and anti-requisites 4.1 Enrolment restrictions 4.2 Pre-requisites CMN140 or enrolled in AR541 or AR641 or AR841 or AR513 or AR613 or AR505 or AR Co-requisites 4.4 Anti-requisites 4.5 Specific assumed prior knowledge and skills

3 5. How am I going to be assessed? Page Grading scale Standard High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL) 5.2 Assessment tasks Task Assessment Tasks No. Individual or Group Weighting % What is the duration / length? When should I submit? 1a Product research Group 15% N/A Week 4, 4pm 1b Concept folio Group 20% N/A Week 7, 4pm 2 Advertisement for print medium 3 Advertisement for digital medium Individual 35% N/A Week 10, 4pm Individual 30% N/A Week 13, 4pm 100% Where should I submit it? Online via Hardcopy submission into assignment box Online via Online via Assessment Task 1a: Product research Goal: This task introduces you to the world of product research and advertising. You will create a creative brief for a chosen product/brand. Product: Creative product brief Format: Working in pairs - Research a well-known product or service, identify its position in the market, develop a brief to sell it, Criteria You will be assessed on: appropriateness of selected product clarity of explanation development of brief application of knowledge, design, evaluation Generic skill assessed Skill assessment level Communication Problem solving

4 Assessment Task 1b: Concept folio Page 4 Goal: You will demonstrate your knowledge and creativity in developing a basic print advertisement for a new product Product: Based on Task 1a, you are to work in pairs to develop a series of print advertisements for a new product through the conceptualisation of a creative brief. Format: You will complete a series of exercises designed to develop an understanding of the basics in copy writing and image use in advertising. Specific details will be supplied at the beginning of semester. Criteria Concepts will be assessed on originality and appropriate use of image and copy. Generic skill assessed Skill assessment level Problem solving Assessment Task 2: Advertisement for print medium Goal: You will demonstrate skills across a number of advertisement mediums by developing a series of advertisements for the print medium. Product: Working individually, you are to develop a series of print advertisements for a not-forprofit organisation. Format: This advertising project will include a written brief, conceptual development and production of a poster which may include, copy, image, or both elements. Criteria The project will be assessed on originality of the idea, meaning of image and the strength and persuasiveness of the copy. Generic skill assessed Skill assessment level Problem solving Communication Assessment Task 3: Advertisement for digital medium Goal: Advertising in the digital environment is growing and becoming an important medium to communicate in. This task will develop your abilities to combine the use of print mediums and multimedia advertisements. Product: Working individually, you are to develop an integrated campaign that uses both traditional print media and multimedia approaches in promoting an event. Format: This advertising project will include a written brief. It may take a strategic marketing approach rather than result in a visual solution, depending on the product. Criteria The advertising or marketing concept will be assessed on the strength and appropriateness of the idea, relevance to the target audience, and appropriateness of digital medium used or strength of strategic marketing approach. Generic skill assessed Skill assessment level Problem solving Communication

5 5.3 Additional assessment requirements Page 5 Attendance and Deadline Policy (Please read the following information very carefully and ensure you understand it.) This course has a high practical content so it is essential that you attend ALL workshops. Assessment is progressive, with no exam. Assessable tasks include practical projects. All assessment tasks are to be submitted in hard copy, and digitally where specified, by the due date. SafeAssign In order to minimise incidents of plagiarism and collusion, this course may require that some of its assessment tasks are submitted electronically via SafeAssign. This software allows for text comparisons to be made between your submitted assessment item and all other work that SafeAssign has access to. If required, details of how to submit via SafeAssign will be provided on the site of the course. Eligibility for Supplementary Assessment Your eligibility for supplementary assessment in a course is dependent of the following conditions applying: a) The final mark is in the percentage range 47% to 49.4% b) The course is graded using the Standard Grading scale c) You have not failed an assessment task in the course due to academic misconduct 5.4 Submission penalties Late submission of assessment tasks will be penalised at the following maximum rate: 5% (of the assessment task s identified value) per day for the first two days from the date identified as the due date for the assessment task. 10% (of the assessment task s identified value) for the third day 20% (of the assessment task s identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome. 6. How is the course offered? 6.1 Directed study hours On campus Lecture: 1 hour per week On campus Computer Workshop: 2 hours per week 6.2 Teaching semester/session(s) offered Semester 1

6 Page Course activities Teaching What key concepts/content will I Week / learn? Module What activities will I engage in to learn the concepts/content? Directed Study Independent Study Activities Activities 1 Introductory Lecture: An explanation of the course. What is Creativity? An introduction to creativity, the role of advertising and the conduit between advertising and consumers. Overview for using online system. 2 Lecture: Understanding Creative Thinking The creative process explored. Fact based versus value-based thinking. Taking risks; advertising is not a science. 3 Lecture: The Big Idea - The idea can come from anywhere anytime Andy Law - the big idea; insight and objective. - Empathy crucial for successful creative. - Blocks in creativity, transforming a concept th March Good Friday Public Holiday Lecture: Creating the Advertising Message The SMP - visual and written metaphors. Has the engage not Invade era of advertising arrived? No tutorials in Week 1 Tutorial: Research task: developing a brief. Introduction to Assignment 1 Tutorial: Brainstorming techniques: Empathy exercise. Tutorial: Discussion and practical exercises: an SMP. Use of the Brand Wheel The role of visual and written communication in advertising. Delivering the big idea; the visual and Assignment 1 due the verbal. Friday Mid Semester Break 5 Lecture: Creative Execution Image A picture is worth a thousand words - the use of images in visual communication. exercises: Creating effective ads with images.

7 Page 7 Visual communication: Who are the producers in advertising? 6 Lecture: Creative Execution Copy The art of creative writing persuasive writing techniques. Written communication: Who are the producers in advertising? 7 Lecture: Creative Execution Copy The art of creative writing Persuasive writing techniques continued. 8 Monday, 25 th April ANZAC Day Public Holiday 9 Monday, 2 nd May Labour Day Public Holiday Examples of some of the best pieces of written advertising. Copy-driven Ads/Neil French Lecture: Creative Execution Copy The use of headlines and body copy. - Long copy - Short copy What are the differences? Lecture: Fundamentals of composition Creating effective layouts using copy and images. - Use of grids - The elements of page layout: Type Image Copy 10 Lecture: The Execution of the Idea for Print Mediums. Analysis of print mediums: - Magazine/news print, brochures - Poster/Billboard - Ambient - Transit - Other (Direct Mail) 11 Lecture: The Execution of the Idea for Digital Mediums. Analysis of digital mediums: - Internet/ web - E-newsletters - Mobile phone/pda Introduction to Assignment 2 exercises: Headline development exercises: Body copy development exercise Assignment 2 due Friday exercises: Not-for-Profit Advertising exercise Introduction to Assignment 3 exercises: Visual hierarchy exercise: A practical guide to page layout and composition. exercises: Advertising for sensitive issues Assignment 3 due Friday exercises: Alternate Advertising exercise

8 Page 8 - Digital billboard - TVC/iTV - Video gaming Introduction to Assignment 4 12 Lecture: Review and analysis of the ideas used contemporary creative ads and campaigns. 13 Lecture: The Future for Creatives in Advertising - The transition from traditional approaches to digital. - Who will be left behind? Where to next? exercises. Product placement exercise Tutorial: Final evaluation of assignment 4 Assignment 4 due Friday Please note that the course activities may be subject to variation. 7. What resources do I need to undertake this course? 7.1 Prescribed text(s) Please note that you need to have regular access to the resource(s) listed below: Author Year Title Publisher Drewniany, Bonnie L. and Jewler, A. Jerome 2010 Creative Strategy in Advertising 10 h edition Thomson, Boston. 7.2 Required and recommended readings Lists of required and recommended readings may be found for this course on its site. These materials/readings will assist you in preparing for tutorials and assignments, and will provide further information regarding particular aspects of your course. 7.3 Specific requirements 7.4 Risk management There is minimal health and safety risk in this course. It is your responsibility to familiarise yourself with the Health and Safety policies and procedures applicable within campus areas. 8. How can I obtain help with my studies? In the first instance you should contact your tutor, then the Course Coordinator. Student Life and Learning provides additional assistance to all students through Peer Advisors and Academic Skills Advisors. You can drop in or book an appointment. To book: Tel: or StudentLifeandLearning@usc.edu.au 9. Links to relevant University policies and procedures For more information on Academic Learning & Teaching categories including: Assessment: Courses and Coursework Programs Review of Assessment and Final Grades Supplementary Assessment

9 Page 9 Administration of Central Examinations Deferred Examinations Student Academic Misconduct Students with a Disability Faculty specific information LOCATING JOURNAL ARTICLES If you have been notified that the journal articles in this course are available on e-reserve, use the on-line library catalogue to find them. For journal articles not on e-reserve, click on the "Journals and Newspapers" link on the Library Homepage. Enter the journal title e.g. History Australia, then search for the volume and issue or keyword as needed. ASSIGNMENT COVER SHEETS The Faculty of Arts and Business assignment cover sheet can be found on or on the USC Portal at: Faculty of Arts and Business (Students) > Forms. It must be completed in full identifying student name, assignment topic, tutor and tutorial time. This must be attached securely to the front of each assessment item prior to submission. Claims of loss of assignments will not be considered unless supported by a receipt. HELP: If you are experiencing problems with your studies or academic work, consult your tutor in the first instance or the Course Coordinator as quickly as possible. DIFFICULTIES: If you are experiencing difficulties relating to teaching and assessment you should approach your tutor in the first instance. If not satisfied after that you should approach in order your Course Coordinator, Program Coordinator then Head of School. General enquiries and student support Student Central Tel: Fax: studentcentral@usc.edu.au