Authorised by Academic Registrar, April 1996
Objectives To provide students with (i) a sound knowledge of the communication theory which underlies advertising creativity (ii) the skills to produce advertising copy using this knowledge (iii) the ability to apply communication theory to create successful advertising and; (iv) the ability to identify new ways to implement advertising creativity.
Synopsis The subject will cover mass communication theory as applied in advertising; advertising paradigms - the belief in strong effects versus the belief in weak effects - implications for copy development; the creative brief - forms and purposes; broadcast advertising development - production possibilities and constraints; television creativity; radio creativity; print advertising development - production possibilities and constraints; newspaper and magazine creativity; direct response and catalogue creativity; brand equity development - creative strategy implications.
Assessment 12 individual assignments (5000 words) 50% + Team assignment (2000 words): 20% + Examination (2 hours): 30%