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1. Rationale
Copywriting and art direction are fundamental to creative advertising practice. Both tasks exist at the
front end of advertising: copywriters and art directors help to bring advertising campaigns to life
through creative concept development, writing, and liaising with both clients and artists. This unit
builds on the introductory creative advertising units. It examines contemporary advertising theory and
practice and develops practical skills in writing and art directing. Case studies examine a wide range
of advertising campaigns, including campaigns to sell products, corporate reputations, and not-for-
profit organisations.
2. Aims
3. Objectives
4. Content
The unit will combine lectures, seminars, and workshops to develop practical skills in creative
advertising. Guest lecturers from industry will discuss current case studies and work experiences.
Students will participate in critiques of contemporary advertising and peer review of creative work.
6. Assessment
7. Resource Materials
Required text:
Recommended reading:
Atchison, J. (1999) Cutting edge advertising: How to create the world’s best print for brands in the 21st
century. Singapore: Prentice Hall.
Moriarty, S. (1991). Creative advertising: Theory & practice. Englewood Cliffs, NJ: Prentice Hall.
Schudson, M. (1993). Advertising, the uneasy persuasion (3rd ed.). London: Routledge.
8. Risk Management
There are no out of the ordinary risks associated with this unit.
No responsibility will be taken for absence incurred in other QUT course units as a result of this
program.
9. Academic Integrity
Students are expected to display complete integrity in all their academic work. In particular, activities
such as plagiarism and cheating or any activity designed to defeat the purposes of assessment are
breaches of academic integrity. QUT's policy on academic dishonesty is at Student Rule 29
(http://www.qut.edu.au/admin/mopp/Appendix/append01cst.html). Details of University definitions of
cheating and plagiarism and range of penalties will be provided in the documentation students receive
in week 1.