Monash University Handbook 2010 Undergraduate - Unit

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 goals associated with 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

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Gary Tate

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKW2211 or MKW2460