Units

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Sample subject outline - Semester 1 2013

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, social, 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 & presentn)
Description: (Formative and summative) You are required to select a recent advertising campaign to be approved by your tutor. You are required to analyse and review the creative executions of the campaign in regard to, but not limited to: creative strategy, target market, message strategy and "look & feel". You will need to provide commentary and suggestions as to effectiveness and potential for improvement based on current industry guidelines and theory. You will present your review to the class as well as a written assessment.

Length 1000 words and 5-7 minute presentation.
Relates to objectives: 1
Weight: 30%
Internal or external: Internal
Group or individual: Individual
Due date: Mid Semester

Assessment name: Professional Plans
Description: (Formative and summative). Written and Presentation.
You are required to research and develop a creative strategy for a client, and generate a range of creative concepts and relevant executions. Your final concepts will be presented to class and feedback will be provided for consideration before final submission.

Length 1000 words and 5-7 minute presentation.
Relates to objectives: 2. 3. & 5
Weight: 40%
Internal or external: Internal
Group or individual: Individual
Due date: End Semester

Assessment name: Reflective Journal (written)
Description: (Formative and summative) As part of the development process of creative strategy and concepts for "Assessment 2" you will be required to keep a journal or workbook documenting the process and stages you have used to create your work. This should include initial ideas and thoughts, thumbnails and drafts to help tell the story of how you worked through developing the creative strategy and concepts. The style and format options will be discussed during the semester.

Length 1000 words.
Relates to objectives: 2 & 4
Weight: 30%
Internal or external: Internal
Group or individual: Individual
Due date: End Semester

Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

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.

Weiner, Robert (2000) Creativity and Beyond: Cultures, Values and Change. Albany, NY: State University of New York 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: 25-Mar-2013