Core Module Information
Module title: Concept Creation

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

Module code: DES11127
Module leader: George Shepherd
School School of Arts and Creative Industries
Subject area group: Art Design and Photography

There are no pre-requisites for this module to be added

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.

Full Details of Teaching and Assessment
2023/4, Trimester 1, In Person, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: George Shepherd
Module Organiser:

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

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 100 1~2~3~4~5~6 12 , WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
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