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

Area:

Department of Design

Credits:

25.0

Contact Hours:

3.0

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

Syllabus:

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.

Unit Outcomes:

On successful completion of this unit students will have - Critically analysed aspects of form and function in advertising copy and art direction respectively. Developed a cognitive and procedural framework for the development and refinement of copy based advertising solutions. Developed a cognitive and procedural framework for the development and refinement of dynamic art direction.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

White Ian. (ed) (2000), The Copy Book. South Australia, RotoVision. (1998), The Art Direction Book. South Australia, RotoVision. Aitchison, J. (1999), Cutting Edge Advertising. Singapore, Prentice Hall. Aitchison, (2001), Cutting Edge Commercials. Singapore, Prentice Hall. Herschell, G. L. (2000), On the Art of Writing Copy, New York, Amacom. Wells, Burnett, Moriarty, (2000), Advertising: Principles and Practice. New Jersey, Prentice Hall. William, F.A. (1999), Contemporary Advertising. USA, Irwin/McGraw Hill. (2000), The Campaign Brief Book. Sydney, Campaign Brief Pty Ltd.

Unit Texts:

Aitchison, J. (1999), Cutting Edge Advertising, Prentice Hall. Herschell G.L. (2000), On the Art of Writing Copy, Amacom. (1998), The Art Direction Book. South Australia, RotoVision.

Unit Assessment Breakdown:

Exam 20%. Practical assignments (x 6) 60%. Research journal 20%. This is by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1	Y
2004	Bentley Campus	Semester 2	Y