GDT 518

COMMUNICATION DESIGN
COPY WRITING
zuhailiakmal@gmail.com

MODULE DESCRIPTION

This module is to bridge the gap between the conceptual and technical aspects of communication design.
Apart from that, it is linked to the development and application of visual language in communicating to a
specific audience.

MODULE OBJECTIVE

Students will explore through studio based projects, the practical concerns of visual communication
practices such as schedules, design rationale, creative briefs, situation analysis and design strategy.

TEACHING AND LEARNING METHODS

This module is based on the professional modes of operation. It will be delivered through lectures,
demonstrations, group critiques, one-on-one critiques, working in both classroom and computer labs,
and formal exercises leading up to projects.

LEARNING OUTCOMES

By the end of the semester, students will have an opportunity to develop their writing skill in the entire
process of design, while gaining insight into the client-designer relationship.

REFERENCE BOOK/ WEBSITES

1. Pricken, M. (2006). Creative Advertising: Ideas and Techniques from the Worlds Best
Campaign. New York. Thames & Hudson Ltd.
2. Rose, G. (2007). Visual Methodologies: An Introduction to the Interpretation of Visual
Materials. London. Sage Publications.
3. Shaw, M. (2009). Copywriting: Successful Writing for Design, Advertising and Marketing.
United Kingdom. Laurence King Publishing Ltd.
4. Ads of the World. (n.d). Retrieved from http://adsoftheworld.com/
5. Computer Arts. (n.d). Retrieved from http://www.computerarts.co.uk/
6. I Have an Idea. (n.d). Retrieved from http://ihaveanidea.org/academia/
MATERIAL LIST

Students are expected to bring their research folder and sketchbook to class.

PLAGIARISM

Plagiarism, defined as using another writers ideas or expressions without adequate acknowledgment,
undermines the very foundation of education, which is a quest for the truth.

Work shall be deemed plagiarism: (1) when prior work of another has been demonstrated as the accessible
source; (2) when substantial or material parts of the source have been literally or evasively appropriated
(substance denoting quantity; matter denoting qualitative format or style); and (3) when the work lacks
sufficient or unequivocal citation so as to indicate or imply that the work was neither a copy nor an
imitation. This definition comprises oral, written, and crafted pieces. In short, if one purports to present an
original piece but copies ideas word for word or by paraphrase, those ideas should be duly noted.
- Alexander Lindey, Plagiarism and Originality, 1952.

GRADING SCHEME

RESEARCH (60%)

Strategy Book (100%)

1. Executive Summary (2%)
2. Agency Profile (2%)
3. Situation Analysis (16%)
History (2%)
Market (2%)
Competition (2%)
Current Target (2%)
SWOT Analysis (8%)
4. Research (21%)
Research Process (2%)
Target Audience (12%)
o Who they are
o Where they are
o Where they shop
o Their buying habits
o Demographics
o Psychographics
Method (4%)
Findings (3%)
5. Creative (37%)
Creative Brief (10%)
Campaign (5%)
Branding (5%)
Creative Process (5%)
Creative Executions (12%)
o Television
o Radio
o Print
o Interactive
o Outdoor
o Non-traditional
6. Media (16%)
Content Delivery (2%)
Media Quintiles (2%)
Television (2%)
o Strategy
o Rationale
Radio (2%)
o Strategy
o Rationale
Print (2%)
o Objective
o Rationale
Interactive (2%)
o Objective
o Rationale
Outdoor (2%)
o Objective
o Rationale
Non-traditional (2%)
o Objective
o Rationale
7. Conclusion (2%)
8. References (4%)
 COURSEWORK (40%)

Strategy Book (20%)

1. Visually Appealing (10%)
2. Finishing Touches (5%)
3. Binding (5%)

Campaign (80%)
1. Strategy (30%)
Overall (10%)
o Conceptual Design
o Clarity
Media (10%)
Execution (10%)
2. Final Presentation (20%)
3. Design Experimentation (10%)
4. Sketchbook (10%)
5. Team Evaluation (10%)

TOTAL (100%)

CLASS SCHEDULE

WEEK TOPIC ASSIGNMENT/PROJECT

05/7 - 09/7 Introduction to the course
Ice-breaking

12/7 - 16/7 Teams Final Project - Assigned

Briefing on Strategy Book
Copywriting 101

19/7 - 23/7 Situation Analysis

a. History
b. Market
c. Competition
d. Current Target
e. SWOT Analysis

26/7 - 30/7 Research Methodology Situation Analysis - Draft

Target Audience Research Methodology
a. Demographics Application - Assigned
b. Psychographics
WEEK TOPIC ASSIGNMENT/PROJECT
02/8 - 06/8 Values, Attitudes and Lifestyles (VALS)
Research Methodology Application
a. Role-playing

09/8 - 13/8 Agency Visit/Videos/Guest Speaker Research - Draft

Advertising for Peanuts
Brand Mood Board

16/8 - 20/8 Creative Brief

Campaign
Branding
Creative Process
Creative Executions
Television
Radio
Print
Interactive
Outdoor
Non-traditional

23/8 - 27/8 Design Process

Sketches
Number of viable ideas
Resources / Inspiration

30/8 - 03/9 Creative Development

06/9 - 10/9 Content Delivery Creative - Draft

Media Quintiles

20/9 - 24/9 Presentation Zen Media - Draft

a. Powerpoint dos and donts
b. The Art of Persuasion
c. Presentation Rockstar

27/9 - 01/10 Designing the strategy book Conclusion - Draft

Layout Executive Summary - Draft
Bookbinding

04/10 - 08/10 Sketches

Printing
a. Preparation
b. Execution
c. Follow-up
d. Proofing

11/10 - 15/10 Final Presentation Strategy Book -

Submission
 FINALPROJECT
COMMUNICATION DESIGN
COPY WRITING
zuhailiakmal@gmail.com

PROJECT BRIEF

Twisties has always been different from any other snack aroundcheesy, crunchy and intensely flavored.
Much more than a mindless munch, Twisties has long been the most engaging snack experience around.
Today Twisties are in half the households in Malaysia. Hundreds, maybe thousands of new snacks have
come around since 1950, but none of them have that unique combination of shape, flavor and crunch that
is the Twisties experience. None of them can satisfy that craving for snack stimulation the way Twisties
can.

Develop a strategy book as a way to celebrate Twisties larger-than-snack status. The purpose of the
strategy book is to:

create greater appeal to certain target audience by adjusting marketing mix elements to
market requirements
counterbalance the possible drop of sales due to the release of new generation snack

One hard bound copy of the book should be submitted to the Faculty of Art & Design by 5 p.m. on Friday,
October 15th, 2010.

PROJECT REQUIREMENTS

The general format of the strategy book is as follows:

1. Executive Summary
2. Agency Profile
3. Situation Analysis
History
Market
Competition
Current Target
SWOT Analysis
4. Research
Research Process
Target Audience
o Who they are
o Where they are
o Where they shop
o Their buying habits
o Demographics
o Psychographics
Method
Findings
5. Creative
Creative Brief
Campaign
Branding
Creative Process
Creative Executions
Television
Radio
Print
Interactive
Outdoor
Non-traditional
6. Media
Content Delivery
Media Quintiles
Television
o Strategy
o Rationale
Radio
o Strategy
o Rationale
Print
o Objective
o Rationale
Interactive
o Objective
o Rationale
Outdoor
o Objective
o Rationale
 Non-traditional
o Objective
o Rationale
7. Conclusion
8. References
Agency:

Team Members:

Class/Group:

BREAKDOWNS
RESEARCH (60%)

Strategy Book (100%)

1. Executive Summary (2%)
2. Agency Profile (2%)
3. Situation Analysis (16%)
History (2%)
Market (2%)
Competition (2%)
Current Target (2%)
SWOT Analysis (8%)
4. Research (21%)
Research Process (2%)
Target Audience (12%)
o Who they are
o Where they are
o Where they shop
o Their buying habits
o Demographics
o Psychographics
Method (4%)
Findings (3%)
5. Creative (37%)
Creative Brief (10%)
Campaign (5%)
Branding (5%)
Creative Process (5%)
Creative Executions (12%)
Television
Radio
Print
Interactive
Outdoor
Non-traditional
 BREAKDOWNS

6. Media (16%)
Content Delivery (2%)
Media Quintiles (2%)
Television (2%)
o Strategy
o Rationale
Radio (2%)
o Strategy
o Rationale
Print (2%)
o Objective
o Rationale
Interactive (2%)
o Objective
o Rationale
Outdoor (2%)
o Objective
o Rationale
Non-traditional (2%)
o Objective
o Rationale
7. Conclusion (2%)
8. References (4%)
 BREAKDOWNS
COURSEWORK (40%)

Strategy Book (20%)

1. Visually Appealing (10%)
2. Finishing Touches (5%)
3. Binding (5%)

Campaign (80%)
1. Strategy (30%)
Overall (10%)
o Conceptual Design
o Clarity
Media (10%)
Execution (10%)
2. Final Presentation (20%)
3. Design Experimentation (10%)
4. Sketchbook (10%)
5. Team Evaluation (10%)

TOTAL ( RESEARCH + COURSEWORK)