Core Module Information
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: Media and Humanities


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.

Full Details of Teaching and Assessment
2022/3, 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: Gary Lunt
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.

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

Summative Assessment:
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).

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

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

Indicative References and Reading List - URL:
Contact your module leader