8cp; prerequisite(s): 50497 Advertising Principles and Production Professional Strand - Public Communication - 200 level
This subject advances students' knowledge and understanding of principles of strategic creativity in advertising practice. It develops students' ability to analyse creative approaches and address the debate on 'award' vs. 'strategic' creativity. Students gain an understanding of advertising agency disciplines and their contribution to campaign planning, production and pitching. Topics include the significance of strategic planning in campaign development, conceptual and production issues involved in radio and TV advertising, the evaluation of advertising effectiveness, and the development and selling of an integrated advertising idea. Students engage in scriptwriting and the production of storyboards for broadcast media and develop their concepts through to finished form using current digital technologies taught within the subject.
For detailed information, see the full subject description.
You need Adobe Acrobat to view the full subject description. Download the free Acrobat Reader from the Adobe website.
|