BA (Hons) Advertising & Design

Introduction To Advertising 1 (20 credits)

Introduction to the fundamentals of advertising with emphasis on conceptual process and development, and basic advertising methodologies and techniques. Course material covers various functional areas of advertising and integrated brand promotion, including creative, media, research, consumer behaviour, sales promotion and interactive advertising. Topics also include how advertising relates to society in cultural, social, ethical and regulatory contexts. Students will focus on identifying and solving big problems, concept ideation, designing for human interaction, branding digital spaces, iterative refinement, prototyping and communication of novel solutions. At each stage of the design process students will practice conveying their ideas by leading critiques and through presentations.

Introduction To Advertising 2 (20 credits)

This introductory module includes an overview of the advertising industry and its current component parts and working methods. Students will be involved with the basic analysis of adverts both in radio and in TV campaigns and be encouraged to make analytical judgements.
Students become acquainted with the terminology and jargon of the advertising industry as well as with the various media that it employs. Students will be encouraged to begin to critically evaluate some of the basic arguments about the role advertising plays in social, economic, political and marketing environments etc.
The module also seeks to encourage students to recognise the contribution advertising makes within the broader communications industry as a whole and its relationship and relevance with graphic design and marketing. Students will also become aware of the structures of the advertising agency and the ways in which it plans and executes its creative campaigns through account management, media production and scheduling etc. as well as the differences between ‘below the line’ and ‘above the line’ campaigns as well as ‘through the line’ work.

The module looks at how to take the ideas and strategies, so important to the advertising process, and develop them into presentation visuals.

Introduction to Digital Imaging (20 credits)

Designed to ensure digital literacy in the areas of vector vs bitmap graphics, typography basics & colour output & integration for print & web, which are topics covered in detail. The main topics of this course are based on basic to intermediate level skills in Photoshop, Illustrator, output for print & web.

Technique will be practiced through a series of creative photographic assignments where the focus is on creative image making. Assignments will be designed to explore a range of photographic genres including portraiture, still life and documentary.

Visual Communication (20 credits)

This module will explore the fundamental principles of two-dimensional design and how these principles relate to visual communication. Through direct, hands-on participation in assignments and independent projects, students will work toward developing their own unique “visual language.” Experimentation with composition, visual hierarchy, typographic design, colour interaction and visual narrative will be stressed. It will also focus on finding one’s “voice,” more specifically the form, shape, line, space and colour that are central to a personal vocabulary. Also, it is an introduction to the various aspects of graphic communication, and will cover concepts, typography, layout and general graphic techniques.

Design Theories, Practitioners and Context (20 credits)

Join with students from other design courses to explore the most significant movements, theories and practitioners that have shaped design thinking and approaches over the years.

Introduction to Motion Graphics (20 credits)

This module will develop your skills in motion design, with a range of approaches and techniques that will allow you to design, plan, edit and create movies using motion graphics and special effects.
You will be introduced to the audio-visual language of time-based media and use a range of industry-standard software in order to communicate your designs and ideas. You will learn how to create and synchronize moving graphics, video, sound, animated elements and visual effects to create dynamic and effective movies.
Demonstrations and hands-on studio tutorials will help to extend your knowledge and understanding of the techniques, looking at how they fit into the wider creative context of design and communication. Practical assignments will allow you to experiment with and demonstrate both technical and creative ability, and will allow you to explore the use and application of these technologies.

Integrated Campaigns (20 credits)

The module looks at a coordinated approach to working on advertising campaigns.
It encourages students to begin to work more closely in creative teams and to work together on a semester long series of advertising campaigns, which seek to integrate the working aspects of the advertising agency. The work is based in the creative side of the industry and students will be expected to develop an awareness of through the line work and the impact of an integrated approach.
Both above and below the line work is used in the module and students are encouraged to recognise the importance that design plays in the successful campaign that may employ a through the line and more integrated approach to advertising.
Students will be engaged in all aspects of agency work in areas such as client relationships, constructing and writing the brief, language, format, commissioning work, persuasion and rhetoric, branding, creative approaches and working to deadlines.
The work should also be based around the need for the strong ‘idea’, in a campaign format that will transcend different media options and can be expressed in different creative ways, dependant on the media solution chosen.

Branding and Identity (20 credits)

The module explores the position the brand plays in a total communication environment, in marketing generally and primarily in an advertising campaign. The student is introduced to the relationship and differences between the product and the brand and the importance’s of the personality of the brand and its market position.
The work will include an exploration of the various industries where branding is an important function such as the service, financial, retail and management industries. The importance of developing the identity and personality to the brand and the role it has in addressing and forming consumer needs and wants is explored. Issues relating to branding are discussed such as why branding exists, why is it important, it’s status and the contribution advertising makes to it.
Students are also encouraged to reflect on the importance design (graphic design) makes to the brand identity, and to recognise the importance marketing plays in the communication of its identity and the perception of its values.

The Book (20 credits)

The advertising industry is charged by its clients to produce creative and effective solutions to address specific business problems and challenges. The engine room of any agency’s work is the creative department and more specifically the creative teams who create and devise the campaign ideas.
Potential creatives generally present a portfolio of work to the agency for critique. Agencies are looking for raw creative talent, someone who is enthusiastic, willing to learn and can demonstrate the ability to produce lots of creative. They aren’t looking for the finished article but they are looking for someone that they can invest their future reputation and successes upon.
The module is therefore specifically aimed at developing a portfolio, or book of creative work appropriate to a career in the advertising industry. A series of campaigns of various contexts will be employed to develop a strong creative basis on which successful and effective advertising is based, where the individual creative approach, working practice as well as working to deadlines are regarded as of pivotal importance to the success of the student and their potential to succeed in the industry. You are also required to put together an online portfolio, this can be something that you have built yourself or you can utilise one of the many free portfolio sites available

Graphic Communication (20credits)

Students will expand their knowledge and understanding of visual communication by applying their ideas across a variety of Graphic Design formats both traditional and contemporary. Whilst the focus will always be on idea generation the application across various formats such as packaging and the subsequent exploration of materials, image generation and typography will allow students to strengthen their practical skills and knowledge.

Global Issues and the Ethical Designer (20 credits)

Continue to study the context, development and theories behind your own chosen specialism and support your practical work, helping you to focus on your choice of dissertation topic in Stage 3.

Continue weekly life drawing looking at environment and figurative drawing practice.

Motion Graphics 2 (20 credits)

In this module you will understand how to combine some of the key techniques learned at stage one, to create more advanced effects. You will continue to research and experiment with new techniques and explore the creative and visual possibilities of professional motion graphics. This module advances your skills in motion design using industry standard applications such as Adobe After Effects.
Practical assignments will allow you to demonstrate technical and creative abilities and presentation skills. Very importantly, they will allow you to explore the use and application of these technologies within a real world context.

Creative Team Campaigns (20 credits)

This level three module gives another opportunity to produce more work for the ‘Book’ ie: the graduate’s advertising portfolio that will eventually be presented to potential employers in the advertising industry.
Students are encouraged to network with the industry in order to begin to profile themselves and their work. Although competition briefs may form part of the module students are nevertheless encouraged to enter themselves into high profile advertising and design competitions such the British Design and Art Direction Association in Integrated Communication, Brand Identity, Open Brief Advertising Campaigns Poster campaigns etc.

Design Research project (20 credits)

Develop an in-depth investigation into a particular issue or topic that is relevant to you as a developing designer, or an issue inspired by wider society.
Utilize and build on your knowledge of various design and theoretical disciplines and techniques gained in previous THD modules, or from studying at other colleges.
Gain research and organizational skills through an introductory lecture, tutorials and discussion. Complete the module with a dissertation (3500 to 4500 words), supported by a clear central question and hypothesis relevant to the chosen topic. Research conducted in this module can be used as the foundations for your major final project in the module EXD300, although this is not compulsory.

The Book 2 (20 credits)

The advertising industry is charged by its clients to produce creative and effective solutions to the commercial imperatives on which it survives and prospers. The engine room of the agency’s work are the creative teams who create and devise campaigns that facilitate their client’s aspirations. A portfolio of work presented to the agency from a potential employee is the basis on which the agency commits its reputation and successes. The module is therefore specifically aimed at developing a portfolio or ‘book’ of creative work appropriate to a career at the creative forefront of the advertising industry.
The series of campaigns produced in this module is designed to work on a quick turnaround. (Approx one week per campaign).
A series of campaigns specific to different media is required to develop a full understanding of target market and media usage. The creative ‘idea’ should ideally be ‘media neutral’ and therefore flexible enough to be ‘pushed/executed’ through a range of media.
All the work is to be based around a strong strategy and clear creative ‘idea’.
Working to tight deadlines, time management should be regarded as an important part of your planning during the module. It is also of pivotal importance to the success of the student and their potential to succeed with in the industry.

Final Major Project (60 credits)

Produce a project that will be the centrepiece of your showcase to future employers, demonstrating your fresh and creative approach to your discipline. Develop new and specific skills, explore creative direction and be immersed in the exploration of broad, deep, enquiring and focused communication.