Overview

This unit introduces students to the fundamental skills required of advertising copywriters, in the context of the operations of an advertising creative department. It builds confidence in all writing and creative thinking skills.

Requisites

Prerequisites
ADV10001 Principles of Advertising

Equivalent
ADV201(C) - Concept Development and Copywriting (Discontinued)  and LCA201 - Concept Development and Copywriting (Discontinued)

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Teaching Period 1
Location
Online
Start and end dates
10-March-2025
08-June-2025
Last self-enrolment date
23-March-2025
Census date
04-April-2025
Last withdraw without fail date
02-May-2025
Results released date
Teaching Period 3
Location
Online
Start and end dates
03-November-2025
08-February-2026
Last self-enrolment date
16-November-2025
Census date
28-November-2025
Last withdraw without fail date
02-January-2026
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Adapt and apply basic writing skills to a variety of media
  • Develop concept skills and the ability to develop a diverse range of ideas
  • Critically analyse advertising concepts and writing examples
  • Apply appropriate communication and persuasion theories to advertising copywriting
  • Systematically and effectively plan advertising copy
  • Apply appropriate research methods, legal and ethical considerations to concepts and copywriting
  • Develop ideas for new media: social media, mobiles, online gaming, applications, crowd sourcing and internet

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Lecture		1.00 12 weeks 12
On-campus
Class		2.00 12 weeks 24
Specified Activities
Various		3.00 12 weeks 36
Unspecified Activities
Independent Learning		6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Learning activities		3.00 12 weeks 36
Online
Directed Online Learning and Independent Learning		9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
AssignmentIndividual 25% 1,2,3,4 
Class Exercise PortfolioIndividual 30% 1,2,3,4,5,6,7 
Major AssignmentGroup 45% 4,5,6,7 

Content

  • Creativity in advertising
  • Concept development
  • Tailoring concepts to different media
  • Production and design choices
  • How grammar, style and punctuation affect advertising impact
  • Broadcast writing
  • Writing for online audiences
  • Editing and revising copy
  • Writing and culture, ethics and the law

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.