MKW2241 - Advertising copywriting

Offered

Not offered in 2007

Synopsis

Communication theory applied to advertising copywriting primarily for television, radio and print media. Theory and practice of television and radio production. Students will be taught to work from well focused briefs to generate creative executions which produce targeted audience response, while working within ethical and legal frameworks.

Objectives

The learning objectives of this unit are to:

• provide solid understanding of all aspects of creative strategy development and creative brief interpretation;
• apply communication theory and models to solving specific advertising objectives;
• critique creative executions according to contemporary creative philosophy;
• provide understanding of the roles of all people involved in the creative process;
• generate concepts and critique them.

Assessment

Assignment(s): 60%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKW2211