You’ll develop an understanding of the process of ideas generation (Ideation) through this unit, as well as the tools to build a substantial volume of creative work.
You’ll design creative solutions in response to a variety of different advertising briefs, aimed at a wide range of audiences and different media channels. Briefs will be provided by organisations such as the Design & Art Directors Association (D&AD), Young Creative Network (YCN) or through live industry projects.
You’ll plan creative strategies, do research, develop concepts, copywrite and work on art direction with other students, before dividing into specific project teams.
The unit will allow you to investigate and reflect upon your own individual creative processes, and develop personal strategies for improving the quality and quantity of your work.
Your progress in project development, presentation and production will be monitored regularly by staff and visiting industry practitioners.
Creative Portfolio Building:
You’ll learn about award-winning campaigns from across the world, to inspire your own creativity and aspirations. You’ll look at how digital and social media are used for advertising campaigns. Core study areas will include art direction, copywriting, ideas generation and the presentation of ideas in terms of visualisation and portfolio management. You’ll engage in debate about key questions such as creative objectives, what agencies look for in student portfolios, how advertising creativity aligns with effectiveness, the use of the media as part of the idea, and how to make ideas stand-out.
Cultural Influences on Advertising:
You will explore recent cultural theory, including postmodernism, postfeminism, postcolonialism, posthumanism and postcapitalism. You will explore the significance of the global context for promotional cultural production, along with the development of digital media communication technologies over the last twenty years. You will analyse a wide range of advertising-related texts, drawing on both theoretical approaches and your own cultural experiences.
This unit will help you plan your long-term career. You will explore and critically analyse the media, publishing and creative industries in the UK and globally. You will also research career opportunities in your chosen industry and produce professional development plans. You will complete a four-week work placement or freelance assignment.
On this unit you’ll enhance your research skills in preparation for the major project. You’ll focus on research methods and techniques that are used in the industry and develop career-based skills.
Master’s Project (Practice Project, Consultancy Project or Dissertation):
You will design, produce and present a demanding piece of work in your chosen area of study, after agreeing the format and structure with your supervisor. You will be expected to synthesise approaches and methodologies and demonstrate initiative and independent thinking.