This module deepens your understanding of the role and practices of an Art Director in advertising introduced in HA5301. In this module, the task of translating messages and moods, benefits and values is extended to that of the design of a fully integrated campaign. This module will allow you to experiment with a core advertising campaign message and produce a number of visual, typographical, editorial, social or content ideas that all adhere to the same core messaging
You will be provided conceptual frameworks through which to critically analyse integrated 360 campaigns, further explore how emerging technologies such as Snapchat Spectacles and Ad Blocking software are changing the advertising landscape. Narrative and digital. Practical projects involving the creation of prototype integrated advertising campaigns which will give students the opportunity to explore the practices and theories of producing concepts and content across multiple channels (social, TV, online, digital, experiential, immersive). The module will investigate how the multi-channel nature of advertising strategies affects the design of the message.
On successful completion of the module, students will be able to:
Teaching and learning strategy is guided by the Art School ethic of 'Thinking through Making'. There will be a series of tutor-led sessions, supported by seminar and workshop activities to test and embed understanding of the themes and theory introduced. Alongside this dynamic students will be given projects requiring the students to plan and prototype advertising messages. Students will be encouraged to explore different techniques in video production and editing, narrative, interaction and immersive making use of the film production studios and available technicians. They will be encouraged to explore different ways of creating footage (eg. iPhone/Gopro/CGI/animation/). As with all the modules in the degree, emphasis is on using design skills as tools to demonstrate and explain their ideas not as final objects in themselves. These projects will be based on advertising briefs provided by the module leader or will be sourced from agencies, brands or businesses.
The module will make use of the Virtual Learning Environment (VLE) Canvas for communication and dissemination of information between students and staff as well as making online learning materials available to all. Students should check this site on a daily basis for module information, timetables, sign-ups, updates and additional information and teaching materials.
All courses based in the Kingston School of Art offer students free access to the online video tutorial platform Lynda.com. This provides a wide range of subjects to choose from, many with downloadable exercise files, including software tutorials covering photography, graphics, web design, audio and music, CAD and Microsoft Office software, as well as courses on Business and Management skills. Some of these are embedded in the curriculum and offer additional self-paced learning, others may be taken at will by students wishing to broaden their employability skills in other areas.
| Definitive UNISTATS Category | Indicative Description | Hours |
|---|---|---|
| Scheduled learning and teaching | Tutor-led sessions and workshops | 48 |
| Guided independent study | Reading and preparation for workshops Project | 252 |
| Total (number of credits x 10) | 300 | |
Summative assessment is carried out on the project work which will comprise a video explanation of an integrated advertising camaign, a finished video, example content and an accompanying multimedia blog report explaining the visual language used and how the video will fit into a multi-channel campaign. Milestones of project proposal and a mid-term review will be used to guide the work. Project surgeries will be used to provide formative assessment.
| Learning Outcome | Assessment Strategy |
|---|---|
| 1) Critically analyse the visual language used in film advertising messages | Multimedia reflective blog report |
| 2) Apply knowledge of image composition and production to the creation of an organisation's film advert | Integrated advertising campaign, video and example content |
| 3) Design film adverts that convey intended mood, message and values of an organisation and/or its products and services | Integrated advertising campaign, video and example content |
| 4) Understand how advertising messages need to work across different channels | Multimedia reflective blog report |
| Description of Assessment | Definitive UNISTATS Categories | Percentage |
|---|---|---|
| Integrated advertising campaign, video & example content | Coursework | 70% |
| 2,000 word plus reflective multimedia blog | Coursework | 30% |
| Total (to equal 100%) | 100% | |
It IS NOT a requirement that any element of assessment is passed separately in order to achieve an overall pass for the module.
Works cited are for initial reference only. Module leaders will further enhance and focus it depending on project and assessment tasks.
Adobe Creative Team (2014). Adobe Premiere Pro CC Classroom in a Book. Pearson: San Francisco.
Barry, P. (2016). The Advertising Concept Book. Thames & Hudson Ltd: London.
Pricken, M. (2008). Creative Advertising. Thames & Hudson Ltd. London.
Levine, R. (2003). The Power of Persuasion: How we are bought and sold. John Wiley & Sons: New York.
Library of video content - Box of Broadcasts
Steel, J. (1998). Truth, Lies, and Advertising: The Art of Account Planning. John Wiley & Sons: New York. Berger, J. (2016). Contagious: Why Things Catch On. Simon & Schuster: New York.