ADVERTISING: THE CREATIVE PROCESS

KEY TOPICS ◾ Advertising and sponsorship – location, messages and audience ◾ Evaluating claims and appeals in advertising ◾ Examining the design and production of advertisements ◾ Product placement in programmes LEARNING OBJECTIVES After completing this unit, teachers will be able to: ◾ Analyze the advertising process as a means of communicating information ◾ Explore concept development in advertising, including technical and creative strategies ◾ Deconstruct the key ingredients that go into an advertisement and its emotional appeal ◾ Assess the impact of advertising messages on specific target audiences ◾ Explain how the concept of ‘active’ audiences applies to advertising, or more specifically, how audiences negotiate meaning (i.e. how we explain the success of some advertisements and not others) ◾ Identify the latest trends in advertising ◾ Identify product placements in programmes as indirect advertising (mixing editorial and commercial content)