Course unit:
IF94 GCert Advertising, IF95 GDip Advertising, IF96 Master of Advertising
Unit title: Advertising Creative: Electronic and Print Media
Unit Code: KKN022
Discipline Code:
Credit Points: 12cp
Semester(s) of Offer: Autumn (first) semester
Year(s) of Offer: 2003
Prerequisite(s):
Co-requisite(s): Advertising Creative: Introduction is recommended, but not a mandatory
co-requisite. Students only interested in electronic and print media should
contact the Creative Advertising strand co-ordinator.
Coordinator:
Ph:
Fax:
Email:
1. Rationale
In this unit students learn about the creative production of advertising for key electronic and
print media: TV, radio, cinema, interactive, paper, print, magazine, and outdoors. Students
examine how people use these media principles for creating effective ads, the media
influence in the creative process, how to present concepts for each medium, plus the roles,
steps and components in their production.
This unit adds to Advertising Creative: Introduction, which concentrates on concept
development and the persuasive argument through the combination of text and imagery.
2. Aims
Students expand their understanding of and skills in developing ads for the key electronic and
print mediums.
3. Objectives.
Broadcast
The nature of television. Key principles and techniques for creating effective TV
commercials
The nature of radio. Key principles and techniques for creating effective radio
commercials
Examination of examples of creative TV and radio commercials
Examination of creative low budget TV commercials
TV storyboards – writing, and rendering
Steps in the process of producing a TV commercial
Roles in TV production and managing the production
Roles in radio production / managing the production
TV station in-house writing and production
Radio station in-house writing and production
Scripting, creative direction, and presentation of concepts for radio and TV
Components of a TV and radio production, cost estimate.
The nature of print. Key principles and techniques for creating effective ads for paper,
magazine, posters, point of purchase, and collateral.
Examination of examples of creative print
Examination of creative low budget print campaigns
Digital rendering
Steps in the process of producing print
Roles in photographic production, digital pre-production and managing the production
Paper and magazine in-house ads and their production
Creative direction and presentation of concepts for print
Components of a print production, cost estimate.
Interactive
Outdoors
The nature of outdoors. Key principles and techniques for creating effective printed and
electronic billboards, bus and bus stop ads, sky banners, installations.
Examination of examples of creative outdoor ads
Steps in the process of producing outdoor ads
Roles in the production and managing the production of outdoors
Creative direction and presentation of outdoor concepts
Components of an outdoor ad, production cost estimate
5. Teaching and Learning Approaches
The unit is divided into the modules outlined in the ‘Content’ section. These will be delivered
through a combination of:
Lectures
Guest lectures
Workshops
Visit to TV post production facilities / shoot
Visit to radio station / audio production house
Readings
Examples of industry best practice
Practical projects
In class exercises
Students develop concepts for ads, then write, design and present them (for in-class
exercises and assessment). These activities help develop their conceptual ability, written,
visual and verbal communication skills. Developing strategy at the beginning of the process
requires them to think through, analyse and solve communication problems.
6. Assessment
For each, students generate concepts using a variety of creative tools, craft the writing and
design of their most promising concept.
Students work on these projects in class and are given feedback by fellow classmates as well
as the lecturer. Initial concepts are marked by the lecturer at key stages, before a final
submission at the end of each module.