University of Technology, Sydney

Staff directory | Webmail | Maps | Newsroom | What's on

58118 Principles of Advertising

Warning: The information on this page is indicative. The subject outline for a particular semester, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

UTS: Communication: Communication Studies
Credit points: 8 cp
Result type: Grade, no marks

Requisite(s): 58116 The Ecology of Public Communication
These requisites may not apply to students in certain courses. See access conditions.
Anti-requisite(s): 50497 Advertising Principles and Production AND 59330 Advertising Practice

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:

  1. evaluate advertising strategies
  2. explain ethics and the principled use of advertising
  3. research consumers, products and expression of ideas
  4. produce creative concepts relevant to a specific audience and their use of the media
  5. present campaign work in a professional and articulate manner.

Contribution to course aims and graduate attributes

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
Criteria:
  • Relevance of advertising theory and principles
  • Significance of ethical explanations
  • Relevance of consumer and product knowledge
  • Specificity of the proposition for the audience in the creative brief
  • Coherence of the media/channel selection and placement
  • Clarity of expression
  • Accuracy of academic referencing.

Assessment Item 2: Linked Advertising Concepts

Objective(s): b, d, e
Weighting: 30
Criteria:
  • Relevance of theory and principles to idea generation
  • Specificity of concept to the audience/proposition identified in the brief
  • Originality or strength of idea
  • Suitability for the product
  • Appropriateness for the media/channel characteristics
  • Unity of the creative idea across those media/channels

Assessment Item 3: Class Presentation

Objective(s): e
Weighting: 20
Criteria:
  • Clarity and specificity of presentation structure
  • Efficacy of presentation techniques
  • Appropriateness of choice and use of props/equipment
  • Engagement of the audience

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.

Students must submit a 2-3 page proposed outline of their strategy report in Week 4. The outline could take the form of a table of contents with a few sentences for selected subheadings to convey the thrust of each section. Students who do not submit this draft outline due in Week 4 will be ineligible to have their assignments assessed.

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 will be refused to have their final assessment item assessed (see Rule 3.8).

Required texts

Wells, W. D., Spence-stone, R., Crawford, R., Moriarty, S., and Mitchell, N. (2011). ADVERTISING, Principles and Practice. (Australian 2nd edition) French's Forest. NSW. Pearson

Recommended texts

See weekly readings under subject resources at UTS Library under 59333

http://www.lib.uts.edu.au/drr/search.html?q=59333

References

Aitchison, Jim. 2008, Cutting Edge Advertising: How to create the world's best print for brands in the 21st century, Singapore, Prentice Hall.
Altstiel, Tom & Grow, Jean, 2010, Advertising creative: Strategy, Copy + Design, Los Angeles, Sage Publications.
Barry, Pete 2008, Think Now, Design Later. A complete guide to creative ideas, strategies and campaigns, NY, Thames & Hudson.
Belz, Frank-Martin & Peattie, Ken 2009, Sustainability Marketing, Chichester, UK, John Wiley & Sons.
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, John 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.
Fletcher, Winston, 2010, Advertising: A Very Short Introduction, Oxford ; New York, Oxford University Press.
Gabay, Jonathan, J. 2003, Teach Yourself Copywriting, Abingdon, Oxon, Hodder & Stoughton.
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. 2011, 10th Edn, Creative Strategy in Advertising, Belmont, Wadsworth Thomson Learning.
Landa, Robin, 2010 Advertising by design : generating and designing creative ideas across media, Hoboken, N.J., John Wiley & Sons.
Lane, W. Ronald; Whitehill King, Karen; & Reichert, Tom 2011 18th Edn, Kleppner's Advertising Procedure, Upper Saddle River, NJ, Pearson Education.
Leiss, W Kline, S, Jhally, S. 1997, Social communication in advertising: persons, products, & images of well being, New York, Routledge
Maslow, Abraham, H. 1987, Motivation and personality, New York : Harper & Row.
McStay, Andrew. 2010, Digital Advertising, Basingstoke, UK, Palgrave Macmillan.
Moriarty, Sandra; & Duncan, Tom. 2nd Edn 1995, Creating & Delivering Winning Advertising/Marketing Presentations, NTC Business Books.
Neumeier, Marty 2006. The Brand Gap, Mew Riders, Pearson.
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 2009 Strategic Advertising Management, Oxford, OUP.
Pricken, Mario 2010, Creative strategies : Idea management for marketing, advertising, media and design, London, Thames & Hudson.
Schiffman, Bednall et al. 2008, Consumer Behaviour, Australian edn, Frenchs Forest, Pearson Education.
Schultz, Don E 2009, Building Customer-Brand Relationships, Armonk, NY, ME Sharpe.
Shoebridge,N. 1992, Great Australian Advertising Campaigns, Sydney, McGraw-Hill.
Solomon, Michael R 2011, Consumer Behaviour: Buying, having and being, Upper Saddle River, NJ, Pearson, Prentice Hall
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 2008. Advertising and The Mind Of The Consumer, what works, what doesn't and why. Crows Nest, Sydney, Allen & Unwin.
Swanepoel, K et al 2004 One Show Interactive: Advertising's Best Interactive & New Media, AVA Publishing.
Williams, Martin 1997. Interactive Marketing, Prentice Hall, Sydney
Williams, Robin 2004. The Non-Designer's Design Book, California, Peachpit Press.

Other resources

UTS Library databases such as World Advertising Research Center (Warc)

See weekly reading suggestions for this subject under subject resources at UTS Library