Unit code: HDCOM323
|Credit points||12.5 Credit Points|
|Contact hours||36 Hours per Semester|
Aims and objectives
- Explore cultural and historical perspectives on advertising;
- Articulate a critical awareness of advertising trends, styles and methods of communication;
- Gather and use demographic information to develop coherent written and visual concepts in relation to a specific project brief;
- Investigate, record and reflect on a variety of communication strategies appropriate to a single advertising design brief;
- Work in multidisciplinary teams to plan a strategic, integrated advertising plan, incorporating the use of multiple media formats and distribution possibilities;
- Develop a visually and conceptually resolved project outcome in one or more media based on investigations and strategy;
- Articulate critical reflections on research, strategy, planning, process and outcomes, and on the challenges of advertising communication strategies.
Students will undertake one project over the course of the unit, broken into 3 stages of delivery:
Stage 1 (10%)
Research - demographic and market information collection and analysis, historical and cultural considerations and cases.
Stage 2 (50% group mark)
Concept development - workbook of developed concepts.
Stage 3 (40%)
Implementation - fully resolved advertising outcome in one or more media.
Generic skills outcomes
Swinburne University works to produce higher education graduates who are capable in their chosen profession. Learners bring to Swinburne a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes.
- Are capable in their chosen professional, vocational or study areas;
- Are entrepreneurial in contributing to innovation and development within their business, workplace or community;
- Are aware of local and international environment in which they will be contributing.
- Community, brand and product advertising
- Advertising Industry practices
- Strategic planning in advertising
- Multiple media campaigns
- The roie of the buyer, the exec, the creative, the client
- Brand management
- Literal and lateral thinking
- Creative writing and visual coherence
- Communication strategies
Throughout the unit students will engage in a number of activities that may include:
* Lecture and studio workshop discussions;
* Review of critical texts and cases;
* Individual project work;
* Peer review and critiques.
It is an expectation that students should prepare and develop a reasonable amount of practical material outside of the allocated timetable studio time. Students are also expected to spend time exploring texts and cases of advertising in order to effectively participate in class discussions.
Berger, AA 2006 50 Ways to Understand Communication: a guided tour of key ideas and theorists in communication, media, and culture, Rowman & Littlefield, Lanham, Md.
Du Plessis, E 2005 The Advertised Mind: groundbreaking insights into how our brains respond to advertising, Kogan Page, Sterling, Va., London.
Graphis Advertising Journal, 2006, Graphis.
Jewler, AJ c2005 Creative Strategy in Advertising, Thomson/Wadsworth, Belmont, CA.
Kleidermacher, K c2005, The Complete Idiot’s Guide to Copywriter’s Words and Phrases, Alpha, Indianapolis.
Knight, C 2005 The Graphic Designer’s Guide to Effective Visual Communication: creating hierarchies with type, image, and color, RotoVision, Switzerland.
The Macquarie Dictionary, Macquarie Library Pty Ltd, NSW, Australia
The Macquarie Thesaurus, Macquarie Library Pty Ltd, NSW, Australia
Sweeney, S c2006, 3G Marketing on the Internet, 7th edn, Maximum Press, Gulf Breeze, Fla.
McQuiston, L 2000, Graphic Agitation.