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ADVT12-242: The Creative Process in Advertising and Marketing Communication

Description

The successes of powerful advertising campaigns are predicated by the creative insights that provide ''cutting-edge'' message differentiation. Contemporary & historical case studies illustrate the critical economic value of innovative & creative communication perspectives -the essence of effective advertising. The challenge for the industry is therefore, how to discover & develop techniques leading to creative insights while nurturing & sustaining creative minds. Whilst there is a role for logical, linear, critical thinking, the creative process compels us to also recognise the value of different ways of thinking leading to ideation & problem solution. Different thinking involves becoming comfortable with ambiguity, contradictions, uncertainty, novelty & the unexpected as we engage in divergent, convergent, Janusian, lateral & abstract thinking approaches. In this subject students experiment with developing concepts through play, the iterative process, accepting & valuing the lessons of ''failure'' and the importance of evaluating necessary creative risk. They will further analyse thought processes, idea synthesis & transformation through case studies demonstrating different creative practices & processes. They will further use these different perspectives in approaching message creation.

Subject details

TypeUndergraduate
CodeADVT12-242
EFTSL0.125
FacultyFaculty of Society & Design
Semesters offered
  • September 2018 [Standard Offering]
  • September 2019 [Standard Offering]
Credit10
Study areas
  • Communication and Creative Media
Subject fees
  • Commencing in 2018: $4,247
  • Commencing in 2019: $4,290

Learning outcomes

1. Explore and experience the multiple types of thinking that can be used in developing creative insights into problem framing and articulation.
2. Use and evaluate the effectiveness and appropriateness of creative process methods developed by academics, industry, design collectives and the military in addressing creative challenges.
3. Demonstrate confidence in creative team activities and develop creative resilience. They will learn to identify barriers to creativity and develop strategies to overcome them
4. Understand how creative processes are used in cross-disciplinary groups for higher order problem solving through case studies, current research and world events.
5. Recognise and gather resources in order to articulate and execute a comprehensive thought shifting pitch

Enrolment requirements

Requisites: ?

Nil

Restrictions: ?

Nil

Subject outlines

Subject dates

Standard Offering
Enrolment opens15/07/2018
Semester start10/09/2018
Subject start10/09/2018
Cancellation 1?24/09/2018
Cancellation 2?01/10/2018
Last enrolment23/09/2018
Last withdrawal?05/10/2018
Teaching census?05/10/2018