You'll study units which introduce you to the process involved in creating a successful advertising campaign in your first year, encouraging you to develop your writing skills and learn how to communicate with your audience.
The unit will be delivered through three briefs that will specify the problem/s to be explored through researching creative thinking models, as well as research into art direction, copywriting, digital media and creative direction you will explore and promote a product, service or event of your choosing. Through this unit you will be introduced to appropriate practical and technical skills through workshops related to your briefs, art direction, copywriting supported by mac skills.
Visual Communications: Context and Theory
This unit is based on a series of illustrated lectures that introduce a number of key historical and contemporary contextual frameworks for visual culture and communication practices, encouraging you to begin to identify changing relationships between visual culture, communication and wider social and cultural concerns.
This unit will introduce you to Art Direction, whilst exploring the creative and practical processes involved in creating a successful advertising campaign. The unit will provide you with a variety of creative thinking tools that will enable you to learn techniques of ‘interrogation’ and how to ask ‘creative questions’.
In this unit you will explore copywriting, the vernacular of your audience, long and short copy and its relationship with media. You will also explore the ‘endline’ through creating a proposition/promise within the context of advertising.
This unit will introduce the role of digital media in advertising. Digital channels and platforms have created a seismic shift in the way that brands advertise, but that is not without its challenges. The proliferation of online media has changed customer interaction with brands. In this unit you will understand the role of digital media in advertising, explore the different channels and platforms available to brands.
We'll give you the platform to create and experiment with strategic concepts and ideas in your second year.
You’ll explore a variety of strategies deployed by the world’s leading advertising agencies.
This unit will explore verbal, written and visual language in conjunction with genre in order to better understand creative and strategic communication exploiting ‘storytelling’. You will also be expected to consider the impact of technology within advertising practice, and the use of ‘direct targeted’ advertising.
Contextual and Theoretical Perspectives
We'll encourage you to position your own practice by recourse to a variety of theories, contextual frameworks and critical evaluations. You'll be introduced to a variety of research methods to facilitate independent study towards coherent, self-reflective argument in written form.
This unit will consider how you as an Art director, Copywriter or Digital Creative create ad campaigns that clearly connect with the viewer, and will capitalise on your prior learning. Through a D&AD brief (or other student competition including IPA, Creative Circle, etc) you will consider your audience/s and how they may respond to ad campaigns that you will create using verbal, written, visual and behavioural language.
Study Abroad (optional)
This optional unit will allow you to spend a period of time in an overseas educational institution.
You'll realise your professional and research skills through the creation of a series of holistic campaigns and a dissertation, culminating into a folio of work that will allow you to graduate with a strong knowledge of the industry and your potential role within it.
Personal and Professional Practice
This unit is primarily about you and your future. Three briefs will be delivered in this unit. You will, through negotiation, select your favourite award winning ad campaign produced by the ad agency you wish to work with. Subsequently, you will produce a case study applying a variety of theories. Thereafter you will produce a pastiche/parody of the ad you selected, followed by a promotional material for the agency and a piece of self-promotion directed at the agency
Research and Professional Practice
The briefs for this unit have been designed for you to apply and celebrate your learning as well as your career aspirations affording you the opportunity to synthesize your learning in Art Direction, Copywriting or Digital Media. For the most part, you will determine the content through negotiation. However, it is expected that aspects will reflect an international content, and test your creative directorial skills.
You'll undertake a substantial period of sustained, individually negotiated research on a subject related to the contextual and/or theoretical concerns of your discipline or chosen area of practice, towards the provision of structured written argument.
This course offers the opportunity to study abroad for part of your second year. To find out more about studying abroad as part of your course please see the Study Abroad section:
The course fees per year for 2019 entry are:
- UK and EU students - £9,250
- International students - £15,500 (standard fee)
- International students - £14,800 (full early payment fee)
The fees for 2020 entry have not been confirmed but will be listed here as soon as possible.
Find out more about our course fees and any financial support you may be entitled to:
These fees are correct for the stated academic year only. Costs may increase each year during a student’s period of continued registration on course in line with inflation (subject to any maximum regulated tuition fee limit). Any adjustment for continuing students will be at or below the RPI-X forecast rate.
Our BA (Hons) Advertising course has links with some of the biggest names in the advertising industry, including:
- Ogilvy & Mather
- Bartle Bogle Hegarty
- CHI & Partners
- Beattie McGuinness Bungay