Advertising Design

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.

Teaching methods

Assessment

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.
  
  
  

Content

• 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;
*   Presentations;
*   Peer review and critiques.

Preparation requirements
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.