Copywriting and Creative Execution (9119.2)

Availability

Syllabus

This unit will focus on the overall creative development process. Concentration is on idea generation and concept development with a focus on art direction (encompassing visual communication elements and artistic style) and writing advertising copy for branded products, services, organizations, events and ideologies in print media, the internet (including social media), television, radio, posters and collateral material.
Lectures and workshops will cover the psychological appeals, creative thinking, selling strategies, and the importance of content, structure, creativity, style and context.

Learning Outcomes

On completion of this unit students will be able to:

1. demonstrate the knowledge and skills to write effective advertising copy for any medium;

2. know how to think creatively, critically and visually, to conduct copy research, and to evaluate their own writing and the writing of others;

3. understand how to adapt content and style to suit different applications and media;

4. understand the writer's legal, social, ethical and professional responsibilities.

Contact Hours

3 hours per week

Prerequisites

None.

Corequisites

None.

Assumed Knowledge

NONE

Incompatible Units

Restrictions: This unit is not open to students who have passed 6812 Copywriting

Equivalent Units

6812 Copywriting