Unit Synopses for Creative Advertising

KCP360 Advertising Creative: Introduction

This unit provides an introduction to the creative side of advertising, involving the
development of creative strategies, creative concepts, and the crafting of persuasive ideas.
The unit is the foundation for further work in creative advertising, and provides students with a
thorough grounding in creative advertising history, industry practices, strategies and concept
development.

KCP361 Advertising Creative: Electronic and Print Media

This unit develops core skills in the creative production of advertising for key electronic and
print media: TV, radio, cinema, interactive, paper, print, magazine, and outdoors. It examines
how creative advertisers use these media principles for creating effective ads; the media
influence in the creative process; how to present concepts for each medium; and the roles,
steps and components of creative advertising production. Through this process, students
expand their understanding of and skills in developing ads for the key electronic and print
mediums.

KCP362 Advertising Creative: Copywriting and Art Direction

Copywriting and art direction are fundamental to creative advertising practice. Both tasks exist
at the front end of advertising: copywriters and art directors help to bring advertising
campaigns to life through creative concept development, writing, and liaising with both clients
and artists. This unit examines contemporary advertising theory and practice and develops
practical skills in writing and art directing. Case studies examine a wide range of advertising
campaigns, including campaigns to sell products, corporate reputations, and not-for-profit
organisations.

KVP100 Graphic Design

New modes of reproduction, display platforms and transmission devices are reshaping the
way text, image and message can be communicated. As creative advertisers, it is important
for you to develop new ways of approaching graphic design processes in order to confidently
utilise traditional and contemporary media, as well as produce innovative cross-media
outcomes. This unit emphasises skills and understandings that contribute to innovative
outcomes of client briefs.

KKN600 Advertising Creative: Major Project

This unit will give students the opportunity to take a creative director role in the production of
a pitch for a transnational brand. The major project includes the development of three
fundamental outcomes: a creative strategy for a major advertising campaign, an advertising
campaign, and a rationale. Students will be required to publish, exhibit or perform a formal
presentation to relevant industry parties.