CREATIVE ADVERTISING

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3P325464
Module Leader Iain Muego
School Glasgow School for Business and Society
Subject Media and Journalism
Trimester
  • A (September start)

Summary of Content

This module introduces students to the creative skills required for the conceptualisation and realisation of print, online, TV and radio advertising. The emphasis will be on interpreting client briefs, developing scriptwriting, and creative copywriting skills applied to a range of media markets; and creative copywriting, digital sound recording and digital sound editing skills applied to a specific Radio Ad brief and project. Related content such as the various Advertising Standards Authority codes and polices is also included. Students should be able to analyse a client brief and marketing strategies required for TV and radio ads, communicate a strategy for a campaign and to develop, and execute creative concepts.

Syllabus

Introduction to effective advertising Brand identity and brand entertainment Copywriting Radio Advertising Scriptwriting for radio advertising Introduction to Storyboarding for TV commercials Controversial advertisements The Advertising Standards Authority, regulation and codes Viral Marketing Introduction to voice performance Radio ad script editing, sound source gathering and assembly, audio production Pre-vis TV storyboarding

Learning Outcomes

Learning OutcomesOn successful completion of this module, the student should be able to:- Demonstrate critical knowledge and understanding of a selection of principal theories and concepts of copywriting for advertising in different media.- Identify market audiences for the purposes of creating a campaign and to have awareness of ethical and professional issues in accordance with the Advertising Standards Authority's codes.- Undertake the evaluation of a client brief to demonstrate originality and creativity of concepts for a Radio Advertisement and TV commercial storyboard.- Demonstrate and develop advanced and specialised skills in scriptwriting.- Undertake effective techniques of script editing and to know how to criticise effectively and constructively.

Teaching / Learning Strategy

12 x 1 hour lectures; 12 x 2 hr practical workshops. Students will work in groups and will be given client briefs to interpret, and to assess advertising messages and images, using visual images and scriptwriting effectively, and to develop creative strategies through workshops, work in progress discussions, and through a short series of lectures from specialised industry speakers. Assessment is by means of a group-based portfolio of responses to creative client briefs through the module; and the production of a 30-second written and recorded broadcast advertisement; and a final peer assessment. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.

Indicative Reading

Books and articles: Arden, Paul. 2006. Whatever you think, think the opposite. London: Penguin Arden, Paul. 2003. It's not how good you are, it's how good you want to be. New York: Phaidon Barry, Pete. 2008. The advertising concept book: think now, design later - a complete guide to creative ideas, strategies and campaigns. London: Thames & Hudson, Barzman, Alan. 2003. Hearing voices: creating, voicing and producing great radio commercials. Sherman Oaks, Calif.: Gabriel Publications Bullmore, Jeremy J. D. 2003. Behind the scenes in advertising (mark III): brands, business and beyond. WARC, 3rd ed Carter, David E., ed. 2006. Creativity 35: annual awards. New York: Collins Design Carter, David E., ed. 2008. Creativity 37: annual awards. New York: Collins Design Dobrow, Larry. 1984. When Advertising tried harder. Friendly press Fill, Chris. 2013. Advertising: strategy, creativity and media. London: Pearson Higgins, Denis. 2003. The art of writing advertising: conversations with William Bernbach, George Gribbin, Rosser Reeves, David Ogilvy, Leo Burnett. New York: McGraw-Hill Himpe, Tom. 2006. Advertising is dead, long live advertising. London: Thames and Hudson Ingram, Andrew. 2005. An advertiser's guide to better radio advertising: tune in to the power of the brand conversation medium. Hoboken: John Wiley & Sons Law, Andy. 1999. Creative company: how St. Luke's became "the ad agency to end all ad agencies". London: John Wiley & Sons Ogilvy, David. 1995. Ogilvy on advertising. London: Pan/Prion Powell, Helen, ed. 2009. The advertising handbook. London: Routledge, 2009, 4th ed Pricken, Mario. 2008. Creative advertising: ideas and techniques from the world's best campaigns. London: Thames & Hudson, New ed., Rev. and updated Tibbs, Andy. 2010. Advertising, its business, culture and careers. London: Routledge Sullivan, Luke. 2012. Hey Whipple, Squeeze This! London: John Wiley & Sons, 4th ed (on order) White, Roderick. 2000. Advertising: what it is and how we do it. London: McGraw-Hill, 4th ed JOURNALS: Campaign Creative Review The Drum Online Sources: http://www.dandad.org/ <https://mail.gcal.ac.uk/owa/redir.aspx?C=9_wrHPQ4Q0qClNPUtKobMOmyzr0wjtBI8cnmEAmeJd_dytvj7wE1mNGs5-rkEhnfqoSqv-BPzOw.&URL=http%3a%2f%2fwww.dandad.org%2f> <http://oneclub.org> <http://canneslions.com> <http://epica-awards.com> <http://aerials.co.uk> http://www.asa.org.uk/ <https://mail.gcal.ac.uk/owa/redir.aspx?C=9_wrHPQ4Q0qClNPUtKobMOmyzr0wjtBI8cnmEAmeJd_dytvj7wE1mNGs5-rkEhnfqoSqv-BPzOw.&URL=http%3a%2f%2fwww.asa.org.uk%2f>

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: problem solving written and spoken communication research skills creativity reliability integrity regard for others time management ability to work in teams commercial awareness innovation

Module Structure

Activity Total Hours
Lectures (FT) 12.00
Practicals (FT) 24.00
Independent Learning (FT) 143.00
Assessment (FT) 21.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 70.00 35% Creative Ideas group Portfolio, 3000 words or equivalent; plus short reflective essay. wk 12 Sem A
Coursework 2 n/a 30.00 35% Creative Advert radio production 20/30/40 second production. Wk 12 Sem A