ALA202 - Copywriting and Ideation
Unit details
Year: | 2019 unit information |
---|---|
Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Trimester 1 Unit Chair: | Richie Barker |
Prerequisite: | ALA101 or ALA102 |
Corequisite: | Nil |
Incompatible with: | Nil |
Scheduled learning activities - campus: | 1 x 2 hour seminar per week |
Scheduled learning activities - cloud (online): | Online independent and collaborative activities including seminar overview (recordings provided) and online seminar tasks (combined 2 hour per week equivalence) |
Note:Commencing 2019 |
Content
This unit builds students’ ability to solve complex communication problems and develop creative copy and concepts for both traditional and new media platforms. Students will explore approaches to ideation that emphasise the social and cultural contexts in which advertising is produced and learn to prepare strategically sound copy platforms. Consumer-focused research and creative strategies will be examined to enable students to critique spoken and textual messaging and apply this insight to the development of 'big ideas' that are communicated through persuasive advertising concepts and copy.
Assessment
Assessment 1 (Individual) - Writing Exercises (1600 words or equivalent) - 40%
Assessment 2 (Individual) - Copy and Concept Critique (800 words or equivalent) - 20%
Assessment 3 (Individual) - Portfolio (1600 words or equivalent) - 40%