Curriculum Information

In recent years, the nature of the established advertising formats of print, radio and broadcast have been challenged. But where some in the industry see a threat, others see opportunities to engage with customers, and to communicate with audiences in new and exciting ways. This might include (at the time of writing) product placement, celebrity endorsement, social media, and online video. But the area is moving so quickly, what is current today might be obsolete tomorrow.

This raises a lot of questions about ethics and legal issues, about what constitutes advertising at all.

This module provides an opportunity to explore some of these opportunities by developing the knowledge of a selection of these aspects. It also focuses on the recently emerged area of ‘experience design’ and the impact this has on advertising strategies, from retail design to pop-up activities.

New technologies often require the application of specialist skills, however as Advertising Designers and Creatives there is an expectation that students develop an understanding of the principles of navigation, interactivity, and non-linear sequences in order that they can develop appropriate creative content in the future.

This module provides you with the opportunity explore the necessary tools, techniques, skills, and language required in the production of creative advertising outcomes for digital and experience.
You will explore vocabulary of narrative, sequence and sound, alongside exploring the principles of interactivity and navigation through the exploration of various case studies.

You will produce a detailed proposal for a campaign in response to a set brief, working in a team and to certain constraints (e.g. audience, location, budget, timing), and then produce the campaign following feedback.