Presentation and Report (2,500 words, Illustrated): 100%

[Learning Outcomes 1-4]

This module will introduce you to a number of key issues and approaches to advertising and branding practices that you will encounter throughout the course. From 1950's copy based, print advertising to Facebook and co created targeted advertising.

You will also be introduced to aspects of agency practices within advertising and the development of brands. This will include consumers, target markets and market research methodologies, as well as key aspects of advertising approaches such ambient and guerrilla etc.

You will investigate the context for the developments and evolution from 1950's US advertising agency culture to today's digital focussed practices including looking at issues such as `Big Data', corporate social responsibility (CSR) and social media.

You will also investigate how digital & social are shaping the future of advertising.

The module will also introduce you to the key aspects of the advertising design process, a 360-degree approach, including semiotic analysis and develop a glossary of terms that will be useful throughout the course and beyond.

Key information on structuring information for presentations and reports will also be included in this module.

Lectures,
Discussion groups
Studio workshops
Researching & presenting appropriate themes from the module programme
Peer and tutor support feedback sessions

Key Information Set Data:
16% Scheduled Learning and Teaching Activity
84% Guided Independent Study

Library
Abm studio
Data projector
Studio computers
Internet access
The design archive

Blackboard (VLE) will be available to support this module.

Barfoot, C, Burtenshaw, K and Mahon, N. (2011) The Fundamentals of Creative Advertising. Edition: 2. AVA Publishing.
Johnson, M. (2012) Problem Solved: A Primer in Design, Branding and Communication. Edition: 2nd. Phaidon Press.
Mahon, N. (2011) Basics Advertising 03: Ideation. AVA Publishing.
Phillips, P.L. (2012) Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage. Allworth Press.
Barry, P. (2012). The Advertising Concept Book: Think Now, Design Later. Thames and Hudson Ltd.
Miller, L and Aldridge, S. (2012) Why Shrink-Wrap a Cucumber?: The Complete Guide to Environmental Packaging. Laurence King.
Olins, W. (2008) The Brand Handbook by Wally Olins. Thames & Hudson.
Burkhart, J. (2013) Newsjacking - The Urgent Genius of Real-time Advertising by Jon Burkhart. Thames & Hudson.
Hegarty, J. (2011) Hegarty on Advertising: Turning Intelligence into Magic by John Hegarty. Thames & Hudson.
Cracknell, A. (2011) The Real Madmen: The Remarkable True Story of Madison Avenue's Golden Age. Quercus.
Sherrington, M. (2003) Added Value: The Alchemy of Brand Led Growth. Palgrave Macmillan.
Klein, N. (2001) No Logo. Flamingo.
Chandler, D (2007). Semiotics: The Basics. Routledge.

Periodicals:
Creative Review
Design Week
The Drum: Modern Marketing & Media
Websites:
www.superbrands.co.uk
www.buzzfeed.com
www.warc.com
www.thedrum.com
www.creativereview.co.uk
www.designweek.co.uk
www.mintel.com
www.staffs.ac.uk/study