Overview

This unit introduces students to the fundamental skills required for developing ideas and expressing these visually and in words across various media. Student will learn about ideation techniques, creative strategies and the contribution that design, formatting, and writing contribute to effective advertising. The unit builds confidence in interpreting briefs and presenting ideas.

Requisites

Prerequisites
ADV10001 Principles of Advertising
MDA10018 Content Creator Lab
JOU10007 Media Content Creation
MDA10001 Introduction to Media Studies

Rules

Pre-requisite
ADV10001 Principles of Advertising
OR
MDA10018 Content Creator Lab OR JOU10007 Media Content Creation
AND
MDA10001 Introduction to Media Studies

Equivalent units
ADV20002 Concept Development and Copywriting

Equivalent
ADV201(C) - Concept Development and Copywriting (Discontinued) and LCA201 - Concept Development and Copywriting (Discontinued)

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Recognise creativity, ideation techniques and creative strategies, and how these inform the development of advertising messages.
  • Critically analyse advertising concepts including writing and art direction across different media
  • Apply appropriate communication and persuasion theories to advertising communication and copywriting
  • Systematically develop and plan advertising concepts to presentation stage
  • Apply appropriate research methods, legal and ethical considerations to development of ideas and copywriting

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Online
Lecture
1.00 12 weeks 12
On-campus
Class
2.00 12 weeks 24
Specified Activities
Various
3.00 12 weeks 36
Unspecified Activities
Various
6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
AssignmentIndividual 25% 1,2,3 
AssignmentIndividual 30% 3,4,5 
Project and PresentationGroup 45% 1,2,3,4,5 

Content

  • Creativity and ideation techniques in advertising
  • Developing, refining and presenting ideas using words and images
  • Copy writing for various media and the importance of tone, style and grammar
  • Script development and presentation for video and audio
  • Execution and design choices

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.