units

VCO2402

Faculty of Art and Design

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 1, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Art and Design
OfferedCaulfield Second semester 2010 (Day)

Synopsis

This unit introduces students to the specific skills, demands, practices and opportunities in advertising. A series of assigned projects involving press, print, signage and television applications, students explore the parameters, opportunities and constraints of these various contexts. Students are expected to develop basic skills in all areas of advertising including, concept creation, visualisation, copy writing and art direction. The ethics of practice and the moral responsibility of advertising are actively discussed and debated.

Objectives

  1. have competence in conceptualising, visualising, copywriting and art direction in the context of advertising;
  2. understand and be able to implement research analysis, problem solving, creative teamwork and Brief compliance;
  3. be able to engage the imagination toward the ingenious connections between certain products (whether goods or services) and the desires of a given market;
  4. be ready to consider ethical questions concerning the persuasive powers of advertising;
  5. understand and be able to apply the rules of occupational health and safety appropriate to the unit of study.

Assessment

Major projects: 60%. Minor projects: 40%

Chief examiner(s)

Russell Kennedy

Contact hours

12 hours per week including: 4 studio hours and 8 independent study hours per week

Prerequisites

OHS1000

Co-requisites

VCO2004

Prohibitions

VCO2401