You will present for assessment a body of work as outlined within the module information pack. This is likely to include:

Finished visuals, together with notebooks and layout pads that will provide the evidence of your understanding and engagement (Learning outcome 1,4) of the design process, including visual research, creative visual thinking and the ability to apply both new and existing skills towards visual solutions, also your ability to solve problems through creative visual thinking in the production of a solution that communicated effectively. (Learning outcomes 2,3)

Key Information Set:
100% Coursework

This module provides you with a general introduction to the theory and practice of visual communication in its many different forms. It is designed to introduce the discipline specific craft skills of art direction and copywriting as well as focussing on aesthetic judgement. It will emphasise creative visual thinking and effective communication through a range of media approaches. The intention is that this module will act as a primer to prompt research and experimentation into visual problem solving and methods used to arrive at solutions. It will therefore provide a sound foundation for further development of key skills in advertising and Brand Management

You will learn various stages of the design process and methods of presenting information through both individual study and teamwork. This will allow you to explore a wide range of ideas in a variety of visual forms and to fully integrate with the group.

You will be encouraged to experiment with a variety of media in both 2 and 3 dimensions, depending on your existing skills, to produce fresh solutions and to develop your aesthetic judgement. Copywriting and presentation of copy within a variety of formats will also be introduced.

Project work will integrate practical (technical & aesthetic) and theoretical aspects of art direction, copywriting and visual communication techniques including aspects of field research. There will be studio work including introductory lectures/seminars, group tutorial/feedback sessions and crits to present your visual proposals.

Key Information Set:
17% scheduled teaching and learning activities
83% guided independent study

Berger, Warren, Advertising today (Phaidon Press 2003)
Burtenshaw, Ken, The Fundamentals of Creative Advertising (AVA 2006)
Ingledew, J. The A-Z of Visual Ideas: How to Solve any Creative Brief (Lawrence King 2011)
Johnson, Michael, Problem Solved. A Primer in Design & Communications (Phaidon 2002)
Mahon. N. Basic Advertising 03: Ideation (AVA 2011)
Pricken, Mario, Creative Advertising, Ideas & Techniques from the World's Best Campaigns (Thames & Hudson 2008)
Roam D. The Back of a Napkin - Solving Problems and Selling Ideas with Pictures (Marshall Cavendish 2009)

Journals:
ICON
Wallpaper
Blueprint
Campaign
The Drum
New Design
http://www.thethoughtengine.co.uk
http://www.thefuturelaboratory.com
http://theguardian.co.uk

Advertising and Brand Management Studio.
You will be expected to take advantage of the extensive library facilities available within the university, keeping abreast of current developments through appropriate periodicals and industry journals and being aware of major practitioners within your subject.

Relevant TI (technical instruction) modulettes may be included when relevant. (See module handbook for details)
The Blackboard virtual learning environment (VLE) will be available (where relevant) to support this module. Details will be supplied in the module handbook.