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Introduction To Advertising

Introduction To Advertising

Central Saint Martins
Taught by
Francine Galea


This beginners course will teach you the fundamentals of producing advertising ideas in all mediums including press, posters, ambient, phone apps, digital, and TV commercials.

Throughout the course, famous and historical examples of award winning advertising in various mediums will be discussed. Students will be encouraged to source their favourite adverts in various mediums and present them in class.

There will be an opportunity for prospective copywriters to write body copy for their ads. The principles of art direction will also be discussed.  There is no pressure for students to limit themselves to the role of either copywriter or art director, but they will be encouraged to work in pairs, thereby emulating the industry structure of creative teams.

The process of getting a job in advertising creative departments will be discussed, backed up by testimonials from two alumni who have gained jobs in the industry.

Topics covered

  • Headline writing
  • Forming a creative team
  • Working to a variety of briefs
  • Making a headline work with a visual
  • Principles of art direction
  • Presenting work to a creative director
  • Writing a captivating end line/slogan
  • Writing persuasive body copy that sells the product
  • Putting together a great advertising portfolio
  • Creating campaigns in different mediums
  • Drafting a TV script

Entry requirements: None

Level: Beginners

Please note: This course is for students aged 18 and older

Tutor Description

Francine Galea has over twenty experience in advertising, 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.


Please bring with you to the first session:

  • A pen
  • A notepad
  • An A3 layout pad
  • A USB memeory stick (2GB)

Available dates