Course Name (short): Advertising Layout 4
School: All Sheridan Schools
Program(s): Advertising
Program Coordinator(s): Catherine Oliver
Course Leader or Contact: Derek Chapman
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 6.0
Status: Approved - Under Rev (AREV)

Calendar Description
Students continue honing their practical writing and layout skills and an appreciation of the creative process through the development of television commercials. Students learn how to write effective scripts for this broadcast medium through the introduction of the visual components required for television advertising.

Typical Instructional Format

Courses may be offered in other formats.

Section I Notes: N/A

Detailed Description
Students continue honing their practical writing and layout skills and an appreciation of the creative process through the development of television commercials. Students learn how to write effective scripts for this broadcast medium through the introduction of the visual components required for television advertising. Students learn the common design elements associated with the visualization and development of storyboards for client consideration. Emphasis is also given to integrating web and social networking elements into the creative mix. Through interactive lectures, workshops, group projects, in-class activities and lab sessions, students create written and visual solutions to various advertising challenges.

Program Context

 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 visual and copy solutions for television and radio 
     commercials.
2.   Write accurately timed commercials.
3.   Create television and radio scripts within the standard 
     industry 
     format.
4.   Generate the components of an integrated advertising campaign.
5.   Evaluate the effectiveness of advertising campaign elements.
6.   Design communication materials using industry standard
     software.
7.   Relate creative solutions to the target group.
8.   Work collaboratively with fellow students.
9.   Present advertising materials orally and visually in a 
     professional manner. 

Assignments         50%
2 Creative projects.
Group Work          20%
1 Creative campaign development and presentation.
Lab Tests           30%
Photoshop and InDesign in-class exercises and tests.

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.

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

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

Module 1 Introduction
Week 1
-	Introduction to the course
-	Overview of assignments and tests
-	The creative elements involved in the creation of a  
        television commercial
-	The TV commercial brief
-	Photoshop and InDesign


Module 2 Television and Radio Commercials
Weeks 2-7
-	Writing television commercial scripts
-	Formats and timing for TV scripts
-       Writing radio scripts
-	Visualizing and storyboarding for commercials
-       Production software for radio commercials
-	Types of TV commercial
-	Brief for Project #1
-	Photoshop and InDesign


Module 3 Campaign Development
Weeks 8-10
-	The Idea
-	Designing common campaign elements
-	Relating the campaign to the target group
-	New media approaches to campaign development

-	Project 1 due Week 7 - 25%
-	Photoshop and InDesign tests week 6 & 7 - 15%


Module 4 Self Promotion
Weeks 11-13
-	Self evaluation
-	Creating a self-promotional book
-	Developing a personal brand
-	Photoshop and InDesign
-	Project 2 due Week 12 - 25%
-	Photoshop and InDesign tests week 11 & 12 - 15%


Module 6 Summary and Conclusion
Week 14
-	Review of topics and portfolios
-	Photoshop and InDesign
-	Group Project Presentations Due - 20%