Art Direction for Advertising

Aim

This unit focuses on developing skills and understanding in working within creative teams to generate visual concepts for advertising using visual communication and typographical skills.

Learning outcomes

LO1 Understand the roles and working methods of creative teams in advertising

1.1 Research and evaluate the working methods of creative teams in advertising

1.2 Work effectively as part of a creative team to devise verbal and visual ideas for advertising

LO2 Be able to produce complex concepts for visual advertising media

2.1 Devise relevant, imaginative and effective responses to advertising briefs

2.2 Verify that complex concepts have been communicated effectively

LO3 Be able to manage the development and production of a visual concept for advertising

3.1 Direct the work of others from a range of creative disciplines

3.2 Use sensitivity and judgement in realising own objectives through the work of others

LO4 Be able to evaluate the effectiveness of a visual concept in meeting a brief

4.1 Evaluate the visual concept in terms of technical quality, aesthetic appeal and meeting the needs of the client

4.2 Evaluate the overall effectiveness of the visual concept.