DG1S51 - Copywriting 31 Jul 2018 - 01 Sep 2027 | Version 3
Associated Module Information
| Module Code: | DG1S51 | ||
|---|---|---|---|
| Module Title: | Copywriting | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Lee Thomas, Molly Owens | ||
| Module Team: | Steven Wright, Hollie James, Alexandra Hollyman | ||
| First Intended Intake: | SEP 2017 | Final Year of Intake: | |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 4 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100048 - design | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 3 |
|---|---|
| Valid From | 31 Jul 2018 |
| Valid To | 01 Sep 2027 |
Module Aims
• Develop your ability to write copy for different advertising formats and for different target audiences, adopting the language, tone and style accordingly
• Introduce appropriate typographic skills and apply this knowledge to a variety of advertising outcomes
• Combine copywriting, typography and image-making within an appropriate creative advertising outcome
Content Summary
Advertising is a word-based form of communication, and the ability to write effective creative copy is one that is always in demand. Whether it’s the pithy headlines and straplines of bus shelter posters or the more engaging essays on the London Underground, being able to write creatively for an advertising campaign is as important – if not more so – than being able to visualise one.
This module allows you to explore and experiment with the creative impact of words, on their own or alongside images.
You’ll be taught by expert writers and presenters from a variety of backgrounds, and be given exercises designed to develop your ability to write concisely and for a range of audiences and scenarios.
You’ll create dialogue and study examples from drama and comedy, improving your skills in grabbing attention, generating interest, building desire and prompting a reaction from the audience.
And to enhance your confidence in presenting to others, you’ll develop a short routine or talk to deliver to a small audience.
Throughout the course of the module you will experiment with different types of writing, and will have portfolio of work by the end of the module.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 8 |
| Project supervision | 20 |
| Supervised time in studio/workshop | 20 |
| Independent Study | 100 |
| Directed Study | 52 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Analyse the use of copy, dialogue, plot, voice, character development and brand voice essence in historic and contemporary advertising campaigns. |
| LO2 | Write effectively for a range of media, appropriate to a specific professional context and adapted accordingly to the type of message, medium and audience. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Visual Journal 1 | Analysis of a range of advertisements and other formats (e.g. social media, earned media, moving image commercials and short films, print, OOH, short and long copy).Your journal is the place to let loose your opinions on advertising messages you’ve seen, no matter what the medium. | 0 | 1200 | 30 | No | 40 |
| Asynchronous Assessment | Portfolio 1 | An individual portfolio of writing, comprised of a number of assignments throughout the semester. This is an opportunity to write for a variety of media and audiences, and a place for experimentation, as well as an opportunity for you to find your ‘voice’. | 0 | N/A | 70 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Visual Journal 1 | ✔ | ✔ | |
| Portfolio 1 | ✔ | ✔ | |