AD4102: Advertising Language

AD4102: Advertising Language

Please note this module descriptor is indicative of the structure of this course and may be subject to change.

Module Title Advertising Language
Module Code AD4102
Module Tutor Carl Halford
School School of Arts
CAT Points 15
Level of Study 4
Brief Description

It’s not all words, words, words - the best advertising copywriters actually write as little as possible. This module explores the use of language in advertising campaigns to make people smile, cry, laugh, question, or learn something new. You'll write stories as short as a tweet, attention-grabbing headlines and taglines with no more than 3 words, and tell a brand’s story across multiple mediums. Together with your creative partner you will create copy-based executions for ad campaigns, radio spots, websites, videos, social media, TV commercials and anything else that can help build sell your product or brand.

Indicative Syllabus

A number of lectures, seminars and exercises culminating in a minimum of 2 x copy-based advertising campaigns will help students explore the process of writing creative copy for a range of advertising mediums. You will have industry-led practice of generating persuasive advertising material with special emphasis on the copywriting content. Students will identify the various approaches used in writing for a variety of different advertising forms.

Learning Outcomes

A student passing this module should be able to:

  1. Recognise and use various textual elements, including headlines, subheads, body copy, and tagline propositions.
  2. Use appropriate language and tone of voice, to create attention-grabbing advertising campaigns that can engage, disrupt, persuade and inform.
  3. Understand the importance of target markets, conversational language, unique selling points, brand values and have the ability to turn a product or brand’s technical features into emotional, human-centred benefits.
  4. Recognise the application of various copywriting styles for a variety of different mediums (social media, tv scripts, headlines, tagline propositions, etc).
  5. Understand the relationship between the creative team (art director and copywriter) and the responsibilities of the writer in terms of grammar and punctuation.
Learning and Teaching Activities Scheduled Contact Hours: 30
Independent Learning Hours: 120
Assessment (For further details see the Module Guide) 001: 100% Portfolio: Portfolio / creative projects 4000 words of equivalent
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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