Module title: Concept Creation

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: DES11127
Module leader: Rodger Stanier
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

no

2018/9, Trimester 1, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Iain Macdonald
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching methods including their alignment to LOs
The module is delivered in a creative studio environment with three hour workshops, supported by tutor input and teaching, over twelve weeks. A variety of audio visual resources, group discussion and self directed methods (independent learning and study) will be used You will be actively involved throughout. You will learn the language of the Creative Brief [LO1, 3] and be encouraged to interrogate the product/service to be advertised and go on to support your creative concepts with research. You will view weekly showreels of the UK’s latest commercials and learn to identify the work of individual agencies [LO1, 2, 5]. The role of the copywriter and art director will be explored and you will be encouraged to experience both disciplines before deciding where their talent lies [LO4]. Ultimately, you will work together in pairs on a variety of creative briefs. [LO6] You will present your own work and engage in critical evaluation of their creative ideas. You will keep a log book to reflect your thinking and progress.

Embedding of employability skill/PDP/Scholarship
The aim of the module is to equip students with the knowledge and skills required in an advertising agency creative department. There is regular engagement with industry through the IPA, and visiting guest speakers from the industry will, on occasion, set a brief of their own. The students will go on to benefit from their feedback, which increases their understanding of the expectations of the professional practitioner. PDP will be enhanced by active participation in reflection.

Assessment
You will submit a portfolio of creative outcomes (100%) which will include evidence of research and analysis [LO1], and creative development (2D/4D) [LOs 2, 5]. Virtual and physical proposals will be will be presented on screen and/or in print [LOs 4,5]. Projects will be assessed with an oral presentation to your tutors and peers [LOs 3, 6]. Formativ

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Supervised time in studio/workshop 60
Independent Learning Guided independent study 140
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 100 1-6 12 HOURS= 0, WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Description of module content:

Through practice, you will explore the creative process from strategy to final concept, and the various triggers that can be used to produce credible, memorable advertising. You will learn to interrogate the advertising brief and critically reflect on your own creative strategy and that of others. You will consider key elements of successful advertising, including the effectiveness of a “headline” as a stand-alone communication and the impact of a strong visual that needs no copy to explain it, and the role of photography, illustration, design, branding and language. You will be introduced to the different writing styles, formats and technical terms required for a range of media platforms. The generation of ideas will be formalised into projects, culminating in a series of creative presentations, where you will showcase your work and debate and defend their advertising.

Learning Outcomes for module:

Upon completion of this module you will be able to:
LO1: Recognise and understand the verbal and visual features, terminologies and conventions used in creating advertising.
LO2: Demonstrate critical awareness of a range of creative skills and technologies used across industry and the media.
LO3: Utilise creative strategies to interpret and respond to a range of advertising creative briefs.
LO4: Understand the role of copy and how to create effective advertising text.
LO5: Develop appropriate and innovative creative solutions for advertising to a professional standard.
LO6: Work effectively in a team situation, making an identifiable contribution to the partnership or group.

Indicative References and Reading List - URL:

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