|
| |
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. |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
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. |
Field of Education: | 100501 Graphic Arts and Design Studies | HECS Band (if applicable): | 1 |
|
Extent to which this unit or thesis utilises online information: | Informational | Result Type: | Grade/Mark |
|
Availability
| Year | Location | Period | Internal | Area External | Central External | | 2004 | Bentley Campus | Semester 1 | Y | | | | 2004 | Bentley Campus | Semester 2 | Y | | |
Area
External | refers to external course/units run by the School or Department, offered online or through Web CT, or offered by research. |
Central
External | refers to external course/units run through the Curtin Bentley-based Distance Education Area |
|
Click here for a printable version of this page
|
|
|
|
