Project work will provide the framework through which learning will take place. This will integrate the practical with the theoretical and the technical aspects of advertising and brand communications. There will be studio work, including introductory seminars/lectures, followed by group tutorials and critiques to present findings/visuals.

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

Bowdery, Rob, Basics Advertising 01: Copywriting (AVA: 2008)
Burtenshaw, Ken, The Fundamentals of Creative Advertising (AVA: 2006)
D&AD, The Copy Book (Taschen: 2011)
Hegarty, John, Hegarty on Advertising: Turning Intelligence into Magic (Thames and Hudson: 2011)
Heller, Steven, Art Direction Explained, At Last! (Laurence King: 2009)
Mahon, Nik, Basics Advertising 02: Art Direction (AVA: 2010)
Pricken, Mario, Creative Advertising: Ideas and Techniques From The World's Best Campaigns, (Thames & Hudson: 2004)
Sawyer, Robert, Kiss & Sell: Writing For Advertising, (AVA Publishing: 2005)

Advertising and brand management studios.
Access to Thompson Library
University computing facilities
Art and Design Mac workshops.
The Blackboard virtual learning environment will be available (where relevant) to support this module. Details will be supplied in the module handbook.

A portfolio of creative and copy in response to a given brief (see module handbook) including creative solutions on concept boards, pitch document, individual workbooks (LO 1 - 4)

Key Information Set:
100% Coursework

Copywriting and art direction are keystones in the brand communications process. The combination of words and images appropriate to the target audience is the visible end result of research into a specific problem and its context, creative thinking in both visual and written language, and
appropriate use of media.

This module will help you to develop your skills in the areas of copywriting and art direction by working on advertising briefs as part of a team. You will research current practice and market trends as well as target audiences and correct use of tone-of-voice, writing and visual style.

This module will focus exclusively on through-the-line advertising activities and it will develop your ability to work as a member of a creative team (art director & copywriter) tasked with developing/communicating a brand to a target audience. You will explore current industry practice and trends in popular culture.

Applying different media channels/vehicles you will communicate your final ideas paying close attention to production values and detail.