Module title: Advertising Theory and Practice

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: JAC09110
Module leader: Gary Lunt
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

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2017/8, Trimester 3, FACE-TO-FACE,
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Jasso Lamberg
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching methods including their alignment to LO's
The main methods used on this module are lectures, accompanied with in-class discussions, and project work. Lectures will cover both practice (LO1–LO5) and theoretical aspects (LO6). Theory will further divide into practice-oriented themes (e.g. branding theory), as well as topics oriented towards understanding and analysing advertising (e.g. communication theory, semiotics). Often theory and practice will be interwoven while at other times they will have their own dedicated sessions. Students will examine case studies and examples of advertising independently, which will feed in-class debates (LO1 & LO6). Practical skills, such as constructing creative briefs and media plans, are developed through a group assignment (LO2–LO5).

There is an emphasis on verbally reporting and presenting work. The students will develop their presenting skills through both formative and summative assessments, as well as in-class discussions. This is done to reflect the professional practices in the field where verbal presentations, such as pitching one's ideas, are often crucial (LO4).


Formative Assessment:
Starting from the very first week, you will be working in a team to develop an advertising campaign plan. This group work is submitted on week 9 as an in-class presentation, with accompanying visual aids of your choosing (LO2–LO5), and a handout detailing your work (LO1–LO5). Your work will be discussed critically with the lecturer and other groups. This will also cover to some extent the group dynamics of your team (LO5). It is your duty to record the feedback (e.g. record audio or take notes), just like in a real-world situation (LO5).

In addition to these formative assessments, you will receive formative feedback at other points during the module as you perform smaller non-assessed tasks, like analysing advertising and reading case studies (LO1, LO3, LO4, LO6)

The formative assessment and feedback will develop your practical skills, but also helps sharpening your analytical skills which you will need in the final summative assignment.


Summative Assessment:
Your final assignment will be an individually conducted analysis of advertising, presented as an essay. You will need to work on your essay throughout the course – including alongside your group project. In your writing you will need to demonstrate:

1. An understanding of how advertising is created and how it works on a practical level (LO1–LO3).

2. Capability to utilise appropriate theories, concepts, and terminology in critical analysis of advertising (LO6).

The essay needs follow guidelines and formatting for academic writing (LO4) and will be submitted on week 13 via Turnitin.


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 24
Independent Learning Groupwork (Independent Study) 24
Independent Learning Guided independent study 152
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 100 1-6 13 HOURS= 0, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2018/9, Trimester 1, Face-to-Face,
Occurrence: 002
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Jasso Lamberg
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching methods including their alignment with LO's

In this module you will be taught with a combination of styles and methods - these will include online tutorials, face to face lectures and opportunities to work on your own. Through reading set texts, case studies and applying ideas and concepts to adverts and articles you will be 'acting' with and applying ideas immediately.

Assessment (formative and summative)

The summative assessment will correspond directly to an advertising agencies style & structure: the first three assessments will all be individual and due within the first ten weeks of the course and include: a brand audit, creative brief and media plan (these will total 20 percent of your final mark each).

The second component will include two pieces of group work: an integrated advertising campaign with an accompanying creative (visual) element (both the report & the creative will carry a total of 20% each).

Formative assessment in class will consist of online discussions, case studies and seminar discussion of past and current advertising campaigns.

Supporting equality and diversity & Internationalisation

The very nature of advertising demands consideration of globalisation, internationalisation and careful consideration of minority and diversity issues. These themes will be interwoven within the recommended literature and examples employed by the instructor.

Embedding of employability skills/PDP/Scholarship

The aim of this module is to consolidate skills and techniques acquired in past modules and put them into practice whilst also extending them. These skills will be developed through all forms of assessment and will enable students to transfer and apply previous knowledge base.

Research & teaching linkages

Staff interests and industry experience link directly to this module.

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 Lecture 12
Face To Face Tutorial 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Project - Practical 20 1,2 8 HOURS= 0, WORDS= 1000
Oral Presentation 20 1,5 8 HOURS= 0, WORDS= 1000
Project - Written 20 1,3 8 HOURS= 0, WORDS= 1000
Essay 20 1-6 14 HOURS= 0, WORDS= 3000
Practical Skills Assessment 20 1-6 14 HOURS= 0, WORDS= 0
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Description of module content:

This module provides you with a comprehensive introduction to both practice and theory of advertising, or in other words, creating and understanding advertising. Practice will cover themes such as planning adverts, brands, creative briefs, and media plans. In the theory sessions you will explore how various theories from different fields can be used to open insights to advertising and its place in society. You will develop an advertising campaign working in small groups. Working on your own, you will conduct an analysis of advertising and present this in essay form.

Learning Outcomes for module:

Upon completion of this module you will be able to:
LO1: Demonstrate an understanding of the scope and defining features of advertising, and an integrated knowledge of its main areas and boundaries.
LO2: Apply professional skills, techniques, practices to creating advertising.
LO3: Draw on a range of sources in making judgements, including understanding the possibilities of different media forms and how to utilise them in advertising.
LO4: Present information routinely in advanced and specialised form, for example as pitches, in support of established practices in advertising.
LO5: Exercise autonomy and initiative at a professional level in creating advertising in small groups, showing an awareness of the roles and responsibilities of yourself and others.
LO6: Demonstrate critical understanding of a range of principles, principal theories, concepts and terminology applicable to analysing advertising.

Indicative References and Reading List - URL:
JAC09110 Advertising Theory and Practice