Introduction To Advertising (Online)

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The course looks at contemporary advertising through the media of television, press and posters and the creative ideas behind them. We examine some of the diverse approaches taken to convey information for a wide range of clients, from charities to fast-moving consumer goods...

Taught by: Francine Galea.

Description

The course looks at contemporary advertising through the media of television, press and posters and the creative ideas behind them. We examine some of the diverse approaches taken to convey information for a wide range of clients, from charities to fast-moving consumer goods. The relationship between words and pictures is discussed and the crafts employed in their production, such as photography, typography and the layout itself. Students initially work on a choice of briefs and produce ideas to communicate their ideas effectively through the concept of a visual working with a headline. Once you have completed your first ad you will go onto to tackle a more difficult project encompassing more types of media such as online/digital, virals, banner ads, ambient and possibly stunts that involve the internet community. The campaign will also involve writing an endline that encapsulates the campaign thought or big idea. Students at this point in the course will be encouraged to write their own briefs, choosing their own products, which is an important asset to have when it comes to putting together your own advertising portfolio.

Once ideas and layouts are approved students will get the ads to Mac stage i.e. produced in various computer programmes such as Photoshop or lndesign. Do not worry if you do not have these skills l will put you with someone who does as this replicates what would happen in a real agency environment. Students always work to their own layouts which demonstrate where headline, visual, copy and logo are placed. Then students' source a great photographic shot and then they go onto choosing interesting typefaces which are relevant to the ideas and product. All of this stage is what we refer to as art direction.

On the course, you will also learn the value of branding your product, so that your multi media campaigns have a way of being identified from their main competitors in terms of art direction, choice of typeface and colour.

As for the students who are interested in being copywriters, there will be an opportunity to write copy for one of your headline based ads; copy that will flow from the headline and then go on to write the product benefits in an interesting and compelling way.

D&AD Advertising Awards Book and other books such as The Copy Writers Bible are used as a bench mark for students to obtain a good understanding of what constitutes a good ad. This is very important to help students make judgments on their own work, which is crucial when it comes to working as a creative in advertising

At the end of the course a TV and radio brief are set. Students will learn to write scripts which will have a visual description on the left, and all the audio, voiceover, etc. on the right side. When one script has been drafted students go on to make up storyboards with the voice over written under the pictures of scenes in the commercial, ending with a packshot.

The running of an advertising agency is discussed throughout the course as well as how the creative teams fit within the environment working alongside account men, production people, and the creative director within his creative department.

Drawing skills are not a necessity for the course. The emphasis is on ideas that engage us, 'the consumers', in a stimulating and compelling way.

Course Schedule - 8 weeks: 1.5 hours of live class per week

Week 1:Look at the principles of creative advertising

  • Examples of good advertising in various mediums
  • Discuss which mediums students will work on
  • Discuss what subjects students will learn on the course
  • Go through a choice of briefs

Week 2: How adverts work in their communication

  • Go through students work on the first briefs with critiques, explaining how headlines work with visuals

Week 3: Discussion on art direction, branding and writing body copy

  • Art direction
  • Working to a layout
  • Carrying out a photographic shoot
  • Production values
  • Branding with examples
  • Discussion on how body copy flows from a headline

Week 4: Principles of putting an advertising portfolio together

  • What comprises an advertising portfolio
  • Handouts on the subject
  • Testimonies from past students who have gained jobs in creative departments since my courses
  • Brief of the second project, with students writing briefs for products for online mediums

Week 5: Discussion on digital / online advertising mediums

  • Banner with examples
  • Viral with examples
  • Ambient with examples
  • Experiential with examples
  • Critique of online work

Week 6: Discussion on TV production

  • New brief for TV project
  • Discussion on how to draft a TV script with examples

Week 7: Examples of award winning TV advertising

  • Students will also put forward their favourite TV ads for discussion

Week 8: TV Scripts Critique

Tutor information

Francine Galea has over twenty experience in advertisng, working as an award winning art director / copywriter. She has covered all creative mediums including TV, radio, press, direct mail and web-based advertising, in agencies like Saatchi and Saatchi and EURO RSCG.

Materials

Please ensure that you have the following materials to hand:

  • Black pens of different width and paper for sketching
  • A computer with Illustrator, Photoshop or Indesign programmes. Skills in these programmes is an advantage but not an absolute necessity, as the generation of ideas is key.
  • Digital or phone camera or a scanner to send layouts




Details for booking

Alternative Dates and Times

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