Level One

Creative advertising 1

This module is an introduction to visual communication and creative advertising practice. Studio-based activities are aimed at developing creative and critical practices that underpin the principles of visual language and perception by focusing on key communication themes. Working methodologies are introduced that facilitate the generation of ideas and concepts with a view to producing extensive open-minded, speculative and informed solutions. Studio-based projects explore concept-generation skills and the application of imagery as a means of effective transmission of message. It will also examine certain psychological and cultural factors that influence and determine the process of visual perception and communication.

Image and communication 1

The module presents a broad programme of practical, studio-based study that requires the application of both analytical and lateral thinking processes. Research will inform the generation of creative ideas and the imaginative use of media, materials and techniques. Through the development of typographic, lens-based and visualising competencies, project work enables the creative investigation of a wide range of 2D, 3D, digital and time-based media that informs the realisation of inventive visual communication. It will also examine certain psychological and cultural factors that can influence visual solutions. Studio-based projects explore creative writing skills combined with the application of imagery in the effective transmission of message.

Advertising: context and culture 1

An introduction to themes that explore both historical and contemporary cultural production and consumption. It is primarily aimed at developing a working awareness of the wide-range of social, political and historical conditions, which inform visual culture and communication. Inter-disciplinary study is central to this module. Ways of understanding how culture impacts upon advertising and visual communication will be informed by concepts drawn from visual and material culture, social and cultural history, philosophy, sociology, and psychology. Research skills required for the presentation of findings are introduced and applied.

Level Two

Creative advertising 2

A deeper understanding of advertising practice will be gained through the scrutiny of ‘strategy – concept – execution’ as an important creative process. Techniques for the generation of copious ideas and strategies to solve a wide range of problems combined with effective teamwork underpin activities in this module. Psychology and communication theories inform the practical projects that explore the wide variety of advertising media available to creative advertising practitioners. The advertising industry is examined and contextualised through studio-based activities with a view to inform level three study and individual creative career ambitions.

Image and communication 2

Central to the module is the process of making informed decisions that result in appropriate creative solutions to advertising problems. By further developing inventive approaches of utilising visual languages, students explore different methodologies and practical techniques for realising and executing creative ideas. Studio-based projects explore sonic and visual media together with copywriting techniques to enable the expression of creative concepts and strategies.

Advertising: context and culture 2

This module further develops understanding of contemporary issues that affect the practice of creative advertising. The objective of the module is to provide a framework for the exploration and effective articulation of theoretical issues that contextualise advertising, including the social context. The module also provides the opportunity to further develop and enhance research, project planning and presentation methodologies, which are essential preparation for level three study. As such, students will develop skills in relation to research, analysis, evaluation and communication of information leading to a greater level of creative confidence and autonomy.

Level Three

Creative advertising 3

This studio-based module allows the exploration and production of engaging advertising campaigns that creatively exploit a wide range of different media and demonstrate the factors that impact upon effective communication such as insight and human truth. Innovation, initiative and creative independence are core components enabling the student to develop a higher level of autonomy. Strategies for successful teamwork – as well opportunities for individual study – are explored and developed. Students will produce a final portfolio of highly effective and creative work that explores important themes including audience surprise, delight and engagement whilst demonstrating an advanced understanding of strategy origination, concept creation and effective execution.

Advertising: External Links

Through the production of a final portfolio of work and the documentation of ongoing liaison with the advertising industry this studio-based module enables the students to explore opportunities and requirements of the creative communication industries. An appreciation of professional practice standards and expectations is developed through the initiation of a dialogue with current practitioners within advertising and related communication disciplines. National and international competitions are undertaken as a means of understanding and gaining insight and knowledge of qualities appropriate to the industry. The final portfolio of work – together with a high standard of verbal presentation skills – is central to this unit enabling the student to demonstrate creative ability and comprehension of the discipline.

Advertising: context and culture 3

The module is an opportunity to explore a topic of individual choice that is appropriate to the context of advertising realised in the form of a dissertation. Through a process of negotiation and tutorial support a distinctive programme of self-directed study and research is determined. The module enables the development of competences in self-managed study and the application of in-depth research methodologies. It requires the application of research and presentation skills developed earlier in the programme as a means of effectively communicating a deeper understanding of the theories, issues and themes that contextualise the practice of advertising. The development and underpinning of critical judgment that is central to this module requires strategies for liaison, engagement and interaction with relevant scholarly and professional subject sources and authorities.

Level one

At level one students gain familiarity of working with still and moving images along with developing an understanding of visual language, typography and contextual studies. This level provides an essential foundation in visual communication skills, knowledge and working methodologies.

Level two

By the end of level two students will be experienced in answering advertising briefs of a professional and commercial nature, that reference effective communication with defined audiences. The creative advertising fundamentals of strategy, concept and execution are learned through studio practice.

Level three

During level three students produce a professional standard body of work in the form of a portfolio of wide ranging and engaging advertising campaigns that encompass the varied communication channels within advertising. At this level students are encouraged to demonstrate initiative through national and international student competitions, such as D&AD and YCN, which have relevance to their career aspirations – a process that is further enhanced and extended through professional liaison activities.

• The course provides a rich teaching environment where a range of highly qualified and experienced practitioners with strong industry links are available to students
• Study visits to enhance students’ personal and educational experience. Previous destinations have included London, Amsterdam. Prague and New York
• An active visiting lecturer programme lets you learn from the experiences of professional design and creative advertising specialists
• Students are encouraged to build their professional experience by entering national competitions such as D&AD (British Design and Art Direction), Clear Channel Student Design Awards and the Young Creatives Network national competition briefs. Our students are regularly successful in these awards.

Graduates from this course pursue careers within creative departments of advertising agencies, while other career opportunities exist in the communication and marketing industries. Graduates may choose to study at postgraduate study at recognised specialist institutions, while others are working in major advertising agencies including Wieden + Kennedy, Ogilvy, Foam and Inferno.

Portfolios should demonstrate evidence of creative thinking and enquiry. Visual awareness and problem-solving ability should be reinforced through a range of art and design work. This could include drawing, design work, photography and a willingness to utilise a range of media, materials, processes and techniques.

Applicants will require one of the following:

• 280 UCAS points, with a minimum of 100 points (grade B or above at A Level) in a relevant art/design subject
• Foundation Art and Design (Pass)
• Equivalent Scottish, Irish or Overseas qualifications
• An equivalent qualification to those listed above i.e. Access to Higher Education Certificate.

All applicants will be required to have at least five GCSEs, including a pass in GCSE English Language and evidence of an art/design subject. Mature students with relevant experience and/or portfolio of work are selected on individual merit.

Students are not generally interviewed for the programme. However in special circumstances we may request students for an interview.

For further information and funding your study please see our Fees & Funding pages.

Fees and Funding