module specification

MC6052 - Creative Advertising and Copywriting (2018/19)

Module specification Module approved to run in 2018/19
Module title Creative Advertising and Copywriting
Module level Honours (06)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
 
50 hours Scheduled learning & teaching activities
100 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 100%   Advertising effectiveness critique report with a creative treatment option for at least two substantive campaigns. Word
Running in 2018/19
Period Campus Day Time Module Leader
Spring semester City Friday Afternoon

Module summary

This module explores the concept of engaging and effective creative advertising, and aims to develop the fundamental skills required for those students interested in pursuing a career in advertising or communications and related disciplines.

The module explores the relationship between conceptual thinking and effective advertising. It will cover creative writing, visual and media literacy, including both traditional and digital platforms. Key channels on which we will focus will include television, print, radio, cinema, out-of-home, web, social media. Topical forms of advertising will also be explored including traditional, digital, guerrilla and ambient.

The module aims to provide an understanding of, and a practical insight into:
1. The creative process, its influences and role in the development of advertising
2. The role of strategy development, advertising creation and delivery across online and offline 
3. The skills and practice of copywriting and art direction
4. How to critique and evaluate a range of creative advertising stimuli, both online and offline

Syllabus

The module syllabus will cover:

• The historical development of the art of copywriting and art direction, key influencers upon this process and related underlying theory & concepts. LO1
• The creative process from development of the strategic brief to production and placement LO1
• The role of the creative team within the process of developing creative advertising LO1
• How creative advertising is presented and approved by clients LO1
• Developing the skills of creative thinking and problem solving skills and learning to ‘think outside of the box’ by engaging in lateral thinking LO2
• Critiquing advertising campaigns from a range of markets in both online and offline formats LO2
• Examining the range and context of how advertising is assessed and evaluated in the business world

Balance of independent study and scheduled teaching activity

This module will be delivered through weekly workshops, which will be enhanced with activities offered by the module and employability team. These events provide the opportunity for students to engage in complex and varied tasks and activities unconstrained by normal curriculum timetabling, so facilitating access to external events, people and locations. In addition to this event, workshops will be offered to enable individual students to focus on an aspect of their personal creative development.
A key starting point for the workshops will be an explanation to the students for the choice of this method of delivery and exploration and advice as to how individuals can maximise their own learning. The weekly workshops will consist of a combination of theoretical input and problem-based tasks, supported by multimedia, including videos and student centred discussions, peer evaluation of set tasks and problem based group work.  Theoretical input will focus on defining and clarifying the topic content to the appropriate depth and breadth.

Weblearn will be used for the distribution of the Module booklet. It will also be used as an interactive mechanism between students and tutors, for example, to direct students to particular readings or to provide news about the module or the module content.

Learning outcomes

On completing the module students will be able to:

1. Critically evaluate the key elements of what makes/constitutes creative advertising and understand the challenges involved in its creation.

2. Compare and assess in a variety of scenarios, the skills involved in creating effective advertising, copywriting and art directing and as part of this process evaluate its effectiveness and appraise the key techniques involved.

Assessment strategy

The approach and preparation for the individual coursework - Assessment 1 - is designed to add a greater sense of student community and encourage bonding within the context of carrying out specific advertising related tasks (Advertising critique and creative concept option) whilst also securing the appropriate learning outcomes for the module.

Bibliography

Textbooks:

Core Text:
P. Barry, 2016, The Advertising Concept Book: Think Now, Design Later, Thames & Hudson


Other Texts:
D Trott, 2016, One Plus One Equals Three: A Masterclass in Creative Thinking, Pan
D.Ogilvy, 2007, Ogilvy on Advertising, Prion Books
J.Hegarty, 2011, Hegarty on Advertising; Turning Intelligence into Magic, Thames & Hudson
M.Pricken, 2008, Creative Advertising, Best Cases from Around the World, Thames & Hudson


Journals:
Journal of Advertising
Journal of Advertising Research
Journal of Marketing Research


Websites:
IPA http://www.ipa.co.uk/
WPP https://www.wpp.com/wpp/
Omnicom http://www.omnicomgroup.com/
MediaCom https://www.mediacom.com/uk?search=UK
Thinkbox https://www.thinkbox.tv/

Electronic Databases:
Campaign
D&AD Handbooks
IPA Effectiveness Award Books

Social Media Sources:
Facebook
Instagram
Snapchat
Twitter
Flickr