Advertising copywriting
Lecturer to be advised
6 points * One 2-hour lecture and one 1-hour tutorial per week * First semester * Berwick * Prerequisites: MKT1211
Objectives Students who complete this subject will be able to apply mass communication theory to the creation of advertising copy; understand the role of brands and the appropriate application of creativity to their building and sustenance; evaluate creative executions against objectives.
Synopsis The subject will focus on communication theory as applied to advertising copywriting primarily for television, radio and print media. 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. Within the subject, students will be required to learn the theory and practice of television and radio production.
Assessment 12 written assignments (5000 words): 40% * Team assignment (2000 words): 20% * Examination (2 hours): 40%
Recommended texts
Belch and Belch Introduction to advertising and promotions 2nd edn, Irwin, 1993
Mukerjee K An anthropologist in adland Five Mile Press, 1982
Ogilvy D Ogilvy on advertising Pan, 1983
Ward Burton P Advertising copywriting Grid, 1992
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