Online Courses Handbook 2003

306973 (v.1) Creative Advertising Design - Copywriting and Art Direction Workshop 292

Area:	Department of Design
Contact Hours:	3.0
Credits:	25.0
Lecture:	1 x 1.5 Hours Weekly
Tutorial:	1 x 1.5 Hours Weekly
Prerequisite(s):	306971 (v.1) Creative Advertising Design Theory 291 or any previous version
Presented in two six week components. Copywriting workshop looks at the structural dynamics of advertising copy, vocabulary, syntax and grammar, meter and form, tone of voice, styles and formats, persuasion and motivation in copy, copywriting techniques and strategies as well as critical analysis of advertising copy. A look at the dynamics, layout and composition, visual branding and campaigning, graphics and colour, art direction, photography and illustration, art direction for sequential media, mechanical empathy for production and media design as well as critical analysis of advertising art direction.

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