Sheridan Course Outlines

ADVG20417
Advertising Layout and Copywriting 3

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2015
Prerequisites: (ADVG15538)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: N/A
Version: 6.0
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students further develop their writing and layout skills to create advertising materials for magazine publications, outdoor billboards and the Internet. Students also develop commercials for radio by applying appropriate scriptwriting methodology to effectively advertise a given product or service. Through interactive lectures, workshops, group projects, in-class activities and lab sessions, students create written and visual solutions to advertising challenges. Through the application of industry specific critiquing standards, students review and evaluate advertising creative material.

Program Context

Advertising

Program Coordinator: Cathryn Oliver

This course is the third course offered with the creative stream of the advertising program and is essential for students considering a career in advertising. It builds on the creative skills learned in other courses by providing practical skills in the creation of magazine, outdoor and radio commercial creative materials that allow students to successfully contribute to the creative product.

Course Critical Performance and Learning Outcomes

 Critical Performance
By the end of this course, students will have demonstrated the 
ability to apply creative and analytical skills to produce effective 
advertising and marketing materials.


Learning Outcomes
To achieve the critical performance, students will have demonstrated 
the ability to:

1.  Develop relevant creative objectives and strategies for a 
    specified communication problem.
2.  Formulate multiple solutions to advertising communication        
    problems.
3.  Write effective advertising headlines and copy for a variety of 
    media.
4.  Create visual interpretations of communication messages.
5.  Design communication materials via manual and electronic
    layouts.
6.  Collaborate effectively with other students on common goals.
7.  Practice effective time management principles.
8.  Present advertising materials orally and visually in a 
    professional manner. 
9.  Evaluate and critique advertising materials.

Evaluation Plan
Students demonstrate their learning in the following ways:

Assignments       50%
2 Creative projects
Group Work        20%
1 Creative plan and presentation
Lab Tests         30%
Photoshop and InDesign exercises

Appropriate business attitudes and behaviours need to be 
demonstrated including meeting deadlines, proper meeting etiquette and 
techniques, professional presentations and the demonstration of respect 
for peers and their learning environment. Deadlines are of vital 
importance in the advertising industry and the late penalties incurred 
for missing them are outlined in Advertising Program Expectations 
document.

A student must average at least 50% on the non-group components of 
the evaluation plan (as well as at least 50% overall)in order to
receive credit for this course

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

	Communication		Critical Thinking & Problem Solving		Interpersonal
	Numeracy		Information Management		Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam	Portfolio	Interview	Other	Not Eligible for PLAR
X	X

Notes: N/A

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Fall 2015
Professor: Tba
Textbook(s):

REQUIRED:  Creative Strategy in Advertising by Jewler and Drewniany
Thomson Wadsworth.  ISBN 0-534-62510-X

Applicable student group(s): Advertising program students.
Course Details:

Description:

Module 1 Introduction
-	Introduction to the course
-	Overview of the role of creative
-	The creative process
-	Ethics and legality
-	Photoshop and InDesign


Module 2 Creative Strategy

-	Research of the product and the marketplace
-	The Target Group
-	Strategic Statements
-	The Creative Brief
-	Photoshop and InDesign


Module 3 Magazine Advertising

-	Idea Generation
-	Advanced Typography
-	Magazine Layout Design
-	Copywriting for Magazine Advertising
-	Costs of Creative Development
-	Photoshop and InDesign
-	Project 1 due Week 7 - 25%
-	Photoshop and InDesign tests week 6 & 7 - 15%


Module 4 Outdoor Advertising

-	The Outdoor Environment
-	Outdoor Design Principles
-	Writing for Outdoor
-	New Media Approaches to Outdoor Advertising
-	Costs of Creative Development
-	Photoshop and InDesign



Module 5 Broadcast Advertising

-	Introduction to broadcast creative
-	Creating Radio Commercials
-	Writing and timing commercials
-	Formatting radio scripts
-	Costs of Creative Development
-	Photoshop and InDesign
-	Project 2 due Week 11 - 25%
-	Photoshop and InDesign tests week 11 & 12 - 15%



Module 6 Summary and Conclusion

-	Review of Topics
-	Preparation for Semester 4
-	Photoshop and InDesign
-	Group Project Presentations Due - 20%

Some details of this outline may change as a result of circumstances 
such as weather cancellations, College and student activities, and 
class timetabling.

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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