This unit is an overview and a practical experience of the creative process. Students will produce a body of work in response to an advertising brief. This will be a vehicle on which to develop their creative thinking and ability to apply visual knowledge to successfully answer the criteria of the brief.

We will look at the importance of brief analysis and how this helps with the creative process. We will examine the elements used to enhance the visual interpretation of international creative advertising ideas taking into consideration all the aspects which will help’ sell’ the idea to the target audience.

We will look at the brand image, identity and personality. The student will collect visual data to identify the tone of voice, character and mood of the communication to enable the correct choice of styles for the visual and typographical elements. This unit will explore how to use this knowledge to enhance their proposition through the consideration of the formal and compositional elements of art direction.

This unit will encourage students to be creative in their response to the brief and to think beyond the first response to the problem. The student will undertake an exploration of media interpretations to best communicate the proposition visually.

Advertising uses many forms of communication. Letterforms have social, emotional and historical connotations. We will look at the anatomy of type and how changing weight, size, space and orientation can change emphasis. Think of a typeface as the clothes which words wear.

You cannot communicate correctly if you do not understand the nuances of various cultures, whether they be cultural, social or economic. To this end we will look at the importance of research and how this is also fundamental to creativity. The best inspiration is based on knowledge.

We will look at the connotations of the visual building blocks and undertake visual analysis. Ideally you will become obsessively curious.

“In advertising an idea results from a new combination of specific knowledge about products and people with general knowledge about life and events.” This unit will include lecture delivery by unit lecturers and also practitioner guest lecturers. This unit is assessed by 100% course work. We look forward to meeting you..