ADVG19254
The Creative Process		 Sheridan
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
 

Land Acknowledgement

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Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2018
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: PRE: Program acceptance, entrance requirements

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Natasha Millar
Course Leader or Contact: Joe Musicco
Version: 20180904_01
Status: Approved (APPR)

Section I Notes: N/A
 
 
Section II: Course Details

Detailed Description
Students explore the creative process used in the development of advertising content, with a focus on print and display media. Students formulate strategies in order to create persuasive communication pieces for a chosen advertiser, which relies on an understanding of the use of typography, layout design, headline development, and copywriting. Students also take an advertising idea from rough sketches through to final layouts and demonstrate the ability to conceive, write, design, edit, evaluate, and produce marketing communication materials using industry-standard techniques and principles.

Program Context

 
Advertising and Marketing Comm Program Coordinator(s): Natasha Millar
This course is the first offered within the creative stream of the advertising program and is essential for students considering a career in advertising. It introduces learners to the advertising creative process and provides practical tools and skills used in the development of multimedia advertising materials and content.

Advertising/Marketing CommMgmt Program Coordinator(s): Natasha Millar
This course is the first offered within the creative stream of the advertising program and is essential for students considering a career in advertising. It introduces learners to the advertising creative process and provides practical tools and skills used in the development of multimedia advertising materials and content.


Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability to apply strategic and creative thinking skills to the production of effective advertising and marketing materials.
 
Learning Outcomes:

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

  1. Identify the key facts, the target audience, the objective and the main message of an advertisement through the development of a creative strategy.
  2. Recognize the various written and visual components of an advertisement.
  3. Generate multiple ideas based on a creative strategy.
  4. Develop hand-drawn concepts and rough layouts utilizing various advertising elements.
  5. Write effective advertising headlines and copy that relate to a specific target group in order to meet an established advertising objective.
  6. Design layouts using recognized design principles such as balance, eye flow and composition.
  7. Critique advertisements using specified criteria and principles.
  8. Produce a finished ad layout and copy sheet using industry-standard software.
  9. Explain their design choices for their original advertisement in the form of a presentation.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 5 Individual Creative Projects (5 @ 10%)50.0%
 Final Presentation20.0%
 Lab Work15.0%
 Test15.0%
Total100.0%

Evaluation Notes and Academic Missed Work Procedure:
All courses within the Advertising and Marketing Communications - Management program use the same late penalty policy. The penalty for a late assignment is 10% of the total value of the assessment for the first 24-hour period after it is due. For every additional 24-hour period, 20% will be deducted. After the third day (72 hours), the grade will be recorded as a zero (0) for that evaluation. There will be no resubmission of work unless, under exceptional circumstances, this has been agreed to or suggested by the instructor. 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 Colleges and Universities requirements:

 

Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.

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):

  • Portfolio
    Notes:  
 
 
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.
Instruction Mode: In-Class
Professor: Multiple Professors
Resource(s): N/A
Applicable student group(s): Advertising students.
Course Details:

Module 1 – Introduction

  • Introduction to the course
  • What is advertising strategy? What is layout and copywriting?
  • Overview of the projects and evaluation plan
  • Mac Lab: Introduction to the Mac. Overview of projects and tests.

 

Module 2 – Creative Strategy

  • Ad preparation and planning: Creative briefs, objectives, and target markets
  • Project 1: 5W’s and 1H (10%)
  • Project 2: Creative strategy (10%)
  • Mac Labs

 

Module 3 – Copywriting

  • Types of headlines
  • Writing for print and display ads
  • Consumer language and body copy
  • Formatting copy sheets
  • Mac labs

 

Module 4 – Layout Design

  • Components of an ad
  • Layout design: principles and formats
  • Mac labs

 

Module 5  – Idea Generation

  • Idea generation: concepts, brainstorming
  • Headlines and visual approaches
  • Project 5: Concept roughs (10%)
  • Mac labs

 

Module 6 – Ad Production

  • Font styles and usage
  • Role and use of colour and composition in print and display advertising
  • Production of final ad
  • Lab - Digital layouts (15%)
  • Mac labs

 

Module 7 – Summary and Conclusion

  • Review of semester 1; Overview of semester 2
  • Project 7: Final ad presentation (20%)
  • Lab test (15%)

 

Sheridan Policies

It is recommended that students read the following policies in relation to course outlines:

  • Academic Integrity
  • Copyright
  • Intellectual Property
  • Respectful Behaviour
  • Accessible Learning
All Sheridan policies can be viewed on the Sheridan policy website.

Appropriate use of generative Artificial Intelligence tools: In alignment with Sheridan's Academic Integrity Policy, students should consult with their professors and/or refer to evaluation instructions regarding the appropriate use, or prohibition, of generative Artificial Intelligence (AI) tools for coursework. Turnitin AI detection software may be used by faculty members to screen assignment submissions or exams for unauthorized use of artificial intelligence.

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. 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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