ADVERTISING: THE CREATIVE PROCESS
KEY TOPICS
◾ Advertising and sponsorship – location, messages and audience
â—¾ Evaluating claims and appeals in advertising
â—¾ Examining the design and production of advertisements
â—¾ Product placement in programmes
LEARNING OBJECTIVES
After completing this unit, teachers will be able to:
â—¾ Analyze the advertising process as a means of communicating information
â—¾ Explore concept development in advertising, including technical and creative strategies
â—¾ Deconstruct the key ingredients that go into an advertisement and its emotional appeal
â—¾ 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)
â—¾ Identify the latest trends in advertising
â—¾ Identify product placements in programmes as indirect advertising (mixing editorial
and commercial content)