58118 Principles of Advertising
UTS: Communication: Communication and LearningCredit points: 8 cp
Result Type: Grade, no marks
Requisite(s): 58116 The Ecology of Public Communication
There are also course requisites for this subject. See access conditions.
Handbook description
Students are introduced to the principles and practice of advertising and its unique role in business and society. Creativity in advertising is examined through an exploration of the art and science of advertising and how these apparent contradictions influence principles and industry practice. Students learn how to develop and present a range of creative ideas appropriate to the various stages of effectively promoting a product, service or idea in sectors as diverse as public, private and not-for-profit.
Subject objectives/outcomes
At the completion of this subject, students are expected to be able to:
- evaluate advertising strategies
- explain ethics and the principled use of advertising
- research consumers, products and expression of ideas
- produce creative concepts relevant to a specific audience and their use of the media
- present campaign work in a professional and articulate manner.
Contribution to graduate profile
This subject makes a major contribution to students' capacity to apply their knowledge and skills in advertising practice, inquire critically and to communicate effectively.
Teaching and learning strategies
The subject is delivered in lecture and tutorial mode.
There will be a weekly one-hour lecture on key content, which may include guest lectures from industry in areas of particular expertise, plus a two-hour tutorial. The tutorial sessions are designed to enhance students' understanding of topic content by means of practical creative exercises and class activities. The activities will include case studies, class tests, student presentations of their own work and practical group exercises. Weekly reading of prescribed texts is essential for student learning. Each week tutorial activities will rely on students having either read material ahead of time or sourced examples of advertising to work on in the session. Students will be advised of these requirements in the first lecture. Students will have independent access to computer labs and graphic design software. Self-directed tutorials will be available to guide their use in creative concept production.
Content
- Principles of advertising; the notion of brands and advertising's role in business and society; social and cultural perspectives; advertising industry in Australia; principles of practice, regulation, the law and ethical considerations; and advertising challenges.
- Use of theories in strategic research and planning for advertising purposes; understanding audience motivations; analysing advertising strategies and recognising appeals to the consumer; the creative brief and the single-minded proposition.
- Consumer use of print media/channels; integrated campaigns; use of stereotypes and semiotics; Australian creativity and appeals in advertising.
- Creative ideas and concept presentation for print media/channels; copywriting basics, e.g. headlines, and principles of layout and design.
- Persuasive presenting; selling creative ideas.
Assessment
Assessment item 1: Advertising Principles & Strategy Report
| Objective(s): | a, b, c, e |
| Weighting: | 50% |
| Task: | Students produce a strategy report of 1,500 words in which they devise an advertising strategy for a product or service (nominated by lecturer). This requires research into the product, its competitors and potential for relating to an audience. Students will critique the strategies and appeals used by the product by analysing five advertisements relevant to the category or issue (sourced from any media). The analysis will draw on sound principles from the literature in the practice areas of research, strategy, creative, execution of ideas and media, as well as advertising's responsibilities in business and society. This analysis forms the basis of a one-page idea-generating creative brief. This brief will inform their creative concepts for Assessment 2. |
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Assessment item 2: Linked Advertising Concepts
| Objective(s): | b, d, e |
| Weighting: | 30% |
| Task: | In response to the creative brief produced in Assessment 1, students will use the theories taught in the subject to produce five alternative creative ideas as rough layouts in A4 portrait format. They will write a one-page recommendation that justifies their choice of one of the ideas and its connection to those theories. Students will execute the selected idea in more finished form as a semi-comprehensive layout, suitable for presenting the idea as a full-page ad in print and in one other print medium/channel relevant to the audience identified in the brief, e.g., transit advertising, direct mail, etc. Students must attach a copy of their creative brief from Assessment 1. |
| Assessment criteria: |
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Assessment item 3: Class Presentation
| Objective(s): | e |
| Weighting: | 20% |
| Task: | Students give a 10-minute presentation of their work to show how their application of the principles of advertising and their research for Assessment 1 informed their creative brief and led to their thinking and campaign recommendations. |
| Assessment criteria: |
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Minimum requirements
Attendance is important in this subject because it is based on a collaborative approach which involves essential workshopping and interchange of ideas with other students and the tutor. An attendance roll will be taken at each class. Where possible, students should advise the tutor in a timely manner if they are unable to attend.
Students who fail to attend 85 per cent of classes may be refused to have their final assessment item assessed (see Rule 3.8).
Required text(s)
Wells, W. Spence-Stone, R. Moriarty, S. & Burnett, J. 2008, Advertising Principles & Practice: Australian Edn. Frenchs Forest, Pearson Education Australia.
Indicative references
Aitchison, Jim. 2008, Cutting Edge Advertising: How to create the world's best print for brands in the 21st century, Singapore, Prentice Hall.
Barry, Pete 2008. Think Now, Design Later. A complete guide to creative ideas, strategies and campaigns, NY, Thames & Hudson.
Bendinger, Bruce. 2002, The Copy Workbook, Copy Workshop Publishers, Chicago.
Berger, Arthur, A. 2007, Ads, Fads and Consumer Culture, Lanham, Maryland, Rowman & Littlefield.
Berger, W. 2001, Advertising Today, London, Phaidon.
Berman, Margo. 2007, Street Smart Advertising, Lanham, Maryland, Rowman & Littlefield.
Bond, Jonathan; & Kirshenbaum, R. 1998, Under the Radar (Talking to Today's Cynical Consumer) New York, Wiley.
Burtenshaw, Ken; Mahon, Nik; & Barfoot, Caroline. 2006, The Fundamentals of Creative Advertising, Lausanne, AVA Publishing.
Corstjens, Judith. 1990, Strategic Advertising: A Practitioner's Handbook, Oxford, Heinemann.
Crawford, Robert. 2008, But Wait, There's More: A History of Australian Advertising, Carlton, MUP.
Evans, Martin, Jamal, Ahmad & Foxall, Gordon. 2009, Consumer behaviour Chichester, England; Hoboken, NJ: Wiley.
Gabay, Jonathan, J. 2003, Teach Yourself Copywriting, Abingdon, Oxon, Hodder & Stoughton.
Hawkins, D. Neal, C And Chester, P. 1997, Consumer Behaviour: Implications for Marketing Strategy, 1st Australian Edn., McGraw Hill.
Herzbrun, David. 1997, Copywriting by Design - Bringing Ideas To Life With Words And Images, NTC Business Books.
Himpe, Tom 2008. Advertising is Dead, Long Live Advertising, London, Thames & Hudson.
Hovland, Roxanne; Marquette, Joyce; & Haley, Eric 2007, Readings in Advertising, Society & Culture, Armonk, NY, ME Sharpe, Inc.
Jewler, A Jerome; & Drewniany, Bonnie L 2001 7th Edn, Creative Strategy in Advertising, Belmont, Wadsworth Thomson Learning.
Lane, W. Ronald; Whitehill King, Karen; & Russell, J. Thomas 16th Edn, Kleppner's Advertising Procedure 2005 Upper Saddle River, NJ, Pearson Education.
Moriarty, Sandra; & Duncan, Tom. 2nd Edn 1995, Creating & Delivering Winning Advertising/Marketing Presentations, NTC Business Books.
Newman, Michael 2003. Creative Leaps: Lessons in Effective Advertising, Singapore, J Wiley & Sons.
Newman, Michael 2004. The 22 Irrefutable Laws of Advertising, Singapore, J Wiley & Sons.
Ogilvy, David. 1985 Ogilvy On Advertising NY, Crown.
O'Shaughnessy, John; & O'Shaughnessy, Nicholas J. 2004 Persuasion in Advertising, London, Routledge.
Percy, Larry; Rossiter, John R; & Elliott, Richard 2002 Strategic Advertising Management, Oxford, OUP.
Pricken, Mario 2004 Creative Advertising: Ideas & Techniques from the World's Best Campaigns, NY, Thames & Hudson.
Schiffman, Bednall et al. 2004, Consumer Behaviour, Australian edn, Frenchs Forest, Pearson Education.
Schultz, Don E; Tannenbaum S; & Allison A 1996 3rd edn, Essentials of Advertising Strategy, Illinois, NTC Business Books.
Shoebridge,N. 1992, Great Australian Advertising Campaigns, Sydney, McGraw-Hill.
Spence, Edward; & Van Heekeren, Brett 2005, Advertising Ethics: Basic Ethics in Action, Upper Saddle River, NJ, Prentice Hall.
Steel, Jon 1998, Truth, Lies & Advertising, New York, Wiley & Sons.
Sullivan, Luke 2000. Hey Whipple Squeeze This: A Guide to Creating Great Ads, New York, J Wiley & Sons.
Sutherland, Max 1993. Advertising and The Mind Of The Consumer, Sydney, Allen & Unwin.
Swanepoel, K et al 2004 One Show Interactive: Advertising's Best Interactive & New Media, AVA Publishing.
Williams, Robin 2004. The Non-Designer's Design Book, California, Peachpit Press.
