Units

---

Sample subject outline - Semester 1 2012

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

This unit provides an introduction to the creative side of advertising, involving the analysis of advertising creative, the development of creative strategies, creative concepts, and the crafting of persuasive ideas. The unit is the foundation for further work in creative advertising, and provides you with an introduction to creative advertising history, industry practices, strategies and concept development.

Aims

This unit aims to provide you with an understanding of creative advertising campaigns and strategy, the capacity to develop conceptual ideas for advertising campaigns, and an understanding of the communications process, and the significance of various media for persuasive and successful advertising campaigns.

Objectives

On completion of this unit you should be able to:
1. Research and analyse communication problems & opportunities, and developing creative strategies;
2. Develop conceptual ideas for advertising campaigns;
3. Apply concepts to various media as tactics of persuasion in creative advertising campaigns;
4. Present written, verbal and visual skills;
5. Explain how to apply creativity in the advertising industry.

Content

This unit addresses content such as:

- An introduction to the advertising industry, and the role played by creative personnel
- Advertising history
- Introduction to analytical systems to critiquing the meaning and effectiveness of persuasive devices in advertising creative content
- Introduction to different advertising media (print, TV, radio, interactive, direct, outdoor) as tactics of persuasion
- Concept briefs, and their relationship to creative strategy
- Introduction to research methodologies, as relevant to strategy, positioning, brand building, targeting, segmentation, and the communication problem and opportunity
- The creative process and creative thinking
- Creative teamwork
- Creative tools, techniques and methods
- Presentation and selling of creative concepts

Approaches to Teaching and Learning

The unit will combine lectures, seminars and other activities that provide an introduction to key concepts in creative advertising, and practical activities involving the development of advertising concepts, writing, design and presentation. These activities will help you to develop conceptual abilities, and your written, visual and verbal communication skills. Seminars and workshops will be accompanied by research and strategy development activities that will link critical analysis with the practical addressing of communications problems.

Assessment

LATE ASSIGNMENTS
An assignment submitted after the due date without an approved extension will not be marked. If you are unable to complete your assignment on time, you should submit on time whatever work you have done.

Faculty Assessment Information
To access complete Creative Industries Faculty Assessment Information please refer to the Blackboard site for this unit.FORMATIVE ASSESSMENT
You will receive formative feedback on your progress in this unit during tutorials and discussions throughout the semester. Weight: 0%

Assessment name: Critique (written)
Description: (Formative and summative) You will critically analyse a recent advertising campaign on the basis to which they effectively deploy meaning and persuasive qualities across a range of media to address communication problems/opportunities for the relevant client, drawing upon the unit materials. NB It is an academic requirement that you cannot recycle assignments and therefore you must base this analyse on a different ad campaign than what you are doing for other subjects/units. Length 1000 words and presentation.
Relates to objectives: 1
Weight: 20%
Internal or external: Internal
Group or individual: Individual
Due date: Throughout Semester

Assessment name: Professional Plans
Description: (Formative and summative) You will research and develop a creative strategy for a client, and generate a series of appropriate concepts. You will present these concepts for evaluation and critique by fellow classmates and their lecturer, and will revise your work in light of this feedback. NB It is an academic requirement that you cannot recycle assignments and therefore you must base this campaign on a different product/service than what you are doing for other subjects/units.
Relates to objectives: 2, 3 & 5
Weight: 50%
Internal or external: Internal
Group or individual: Individual
Due date: End of Semester

Assessment name: Reflective Journal
Description: (Formative and summative) You will keep a workbook/reflective journal during the unit, which you will use to keep drafts of the various concept development processes. These will be discussed during the course of the semester, submitted for evaluation a week before the final submission.
Relates to objectives: 2 & 4
Weight: 30%
Internal or external: Internal
Group or individual: Individual
Due date: End of Semester

Academic Honesty

Academic honesty means that you are expected to exhibit honesty and act responsibly when undertaking assessment. Any action or practice on your part which would defeat the purposes of assessment is regarded as academic dishonesty. The penalties for academic dishonesty are provided in the Student Rules. For more information you should consult the QUT Library resources for avoiding plagiarism.

Resource materials

Required Text

Atchison, Jim (2009) Cutting Edge Advertising: How to Create the World's Best Brands for the 21st Century. Singapore: Prentice Hall.

Recommended References

Arens, William (2006) Contemporary Advertising (10th Edn.). Boston: McGraw-Hill Irwin.

Wells William, Moriarty Sandra, and Burnett John (2006) Advertising: principles and practice (7th Edn.) N.J: Pearson/Prentice Hall.

Moriarty Sandra and Duncan Tom (1995) Creating & delivering winning advertising & marketing presentations (2nd Edn.) Lincolnwood, Ill. : NTC Business Books, c1995.

Edited by Bauer Martin W. and Gaskell George (2000). Qualitative researching with text, image and sound: a practical handbook. London: SAGE.

De Bono, Edward (1977) Lateral Thinking: a text book of creativity. Harmondsworth: Penguin.

Ogilvy, David (1983) Ogilvy on Advertising. London: Pan.

Osborn, Alex (1963) Applied Imagination (3d rev. Edn.). New York: Scribner.

Schudson, Michael (1993) Advertising: The Uneasy Persuasion (3rd Edn.). London: Routledge.

Weiner, Robert (2000) Creativity and Beyond: Cultures, Values and Change. Albany, NY: State University of New York Press.

Wallas, Graham (1949) The art of thought. London: Watts.

Ward Thomas B., Finke Ronald A., and Smith Steven. (1995) Creativity and the mind: discovering the genius within. New York: Plenum Press.

Risk assessment statement

There are no out of the ordinary risks associated with this unit. No responsibility will be taken for absence incurred in other QUT course units as a result of this program.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 18-Nov-2011