ASSIGNMENT 1 OF 1: – Portfolio of Individual Coursework
Creative Advertising and Copywriting
Assessment Briefing
SECTION A Prepare an individual portfolio containing either two analytical critiques of advertising campaigns that you feel passionately about ie that you admire, although you could also adopt a different position depending upon the outcome of your analysis.
Or
SECTION B ONE analytical critique of an advertising campaign, together with ONE advertising concept creation for an existing consumer brand. The latter task should include at least three different (but complementary) creative executions. These executions should be presented as creative concepts of either A3 or A4 size (portrait or landscape or a mix of the two) and may be submitted as either mono or colour but as concepts/rough visualisations. They do not need to be developed further than this descriptive categorisation ie no finished visuals please!
With regard to the advertising campaign creative critiques/analysis, your report/coursework submission needs to address the following FOUR areas for EACH campaign:
What might have been the nature and content of the creative brief (relevant for the critique element) and what are you proposing for the creative brief (if you are undertaking the creative concept option).
What do we know about the effectiveness of the campaign? (as part of a critique element)
What is there to admire about the campaign and why? (part of the critique element)
What is distinctive about the campaign? (for both critique & creative options)
Your complete coursework must be individual (although you can work up concepts and critiques initially developed in-class) and be between 2250 – 3000 words in length. You may, if you wish, place any third party sourced data or narrative in your appendix and this will not form part of your word count range. However, your own narrative should be identified as such and will be considered as part of the word count limit/range.
You should also include visual examples of the campaign to be critiqued as well as the creative executions of the proposed advertising concepts if this option is chosen. With regard to both options, the advertising campaigns should be UK originated ie created in the UK for a UK (or part thereof) audience via UK (accessible) media. If in doubt, please discuss your proposals etc with me prior to developing further.
Your portfolio coursework assessment will be judged against the following criteria:
Overall Presentation, layout & structure
Depth, detail and approach undertaken within the advertising analysis/critique
References to recognised creative advertising analysis/critique authors/models
Extent of comparisons with direct competitor’s advertising on both the critique task(s) and the creative concept task (if this latter option is chosen).
Depth of research/situation analysis relating to both critiques and (where relevant) creative concept proposals.
Credibility and detail contained within the supporting creative brief – required for both exercises ie advertising critique & (if relevant) creative concept task. Variations in approach will be required depending on whether you are attempting to replicate the original creative brief for the critique(s) or whether you are developing your own advertising brief for the original creative concept option.
Degree of creativity/distinction of the creative concept option (if chosen) and the quality of the execution – but concept only (ie no finished work) is expected
Last Completed Projects
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