MA Creative Advertising (Full Time)

This challenging master’s course has been designed by industry professionals and is aimed at graduates who wish to work in the creative side of the advertising industry.

You will explore the theories behind advertising and work to live agency briefs to create advertising across a wide range of media. Studying in an environment that simulates the advertising sector, you will be constantly challenged to push the boundaries of your creativity to find innovative solutions to industry briefs.

The course aims to foster debate across different disciplines and you will study alongside other students in the School of Communications, developing a broader appreciation of media and culture.

We have our own e-learning facilities, social networking sites and blogs to enrich your learning experience, and the majority of course material is available electronically via our online learning platform, myCourse.By the end of the course, you will graduate with a professional portfolio that will help you to succeed in this dynamic industry.

Industrial focus

Our experienced teaching team has strong links with professional bodies, enabling you to develop invaluable contacts in the advertising world and to meet key industry figures. You are encouraged to gain work experience as part of the course and we will support you in your quest for a placement at a top agency. Through our close links with Design & Art Direction (D&AD) and the industry, your work will be critiqued by top creative directors and you will also participate in agency visits, guest lectures and careers events.

Course content

Creative Portfolio Building: You will work on a variety of creative briefson this unit that is designed both for practising advertising creatives and for students who wish to enhance their portfolio. Students work either individually or in pairs, simulating
the traditional two-person creative team format favoured by the
majority of mainstream advertising agencies. Regular group critiques and one-to-one portfolio ‘surgeries’ will provide opportunities for a high level of feedback.

Ideation: This unit promotes and develops creative thinking and problem-solving skills, addressing the need for individuals and teams who can think 'outside the box’, and apply fresh ideas to real-world problems. Practical demonstrations, exercises and task simulations will enable you to gain a deeper knowledge of creative tools and their use in generating advertising concepts and ideas. You will record and reflect on your ideas, observations and experiences in an individual portfolio which will take the form of a visual journal. In addition, you will engage in a group project involving the production of a multimedia advertising campaign fora client.

Cultural Influences on Writing and the Media: This unit offers a broad introduction to late twentieth-century cultural theory framed by the notion of ‘post’ thinking, incorporating postmodernism, postfeminism, postcolonialism, posthumanism and poststructuralism. Drawing on these theories, you will examine the triangular relationship between societal discourses (relating to gender, sexuality and ethnicity, for example), cultural production and audience. The focus will be on analysing a wide range of fictional, non-fictional and promotional cultural texts, emphasising their complex, fluid and ambiguous nature. The unit aims to place these cultural texts within a global context shaped by the rise of new media communication technologies over the last 20 years.

Professional Practice: This unit has been designed to enable you to plan your long-term career. You will explore and critically analyse the media, publishing and creative industries in the UK and around the world. You will also research the opportunities in your chosen industry and produce reflective and relevant professional development plans. You will be required to secure a work placement, freelance assignments or relevant work-related experience for one month in order to strengthen your knowledge of the industry and refine your skills. The unit is complemented by a programme of guest lectures by representativesfrom the media, publishing and creative industries.

Major Project: You will design, execute and present a demanding piece of work that deploys a systematic and in-depth understanding of the skills and debates relevant to your discipline of study. The project can take a number of different forms depending on your discipline and you will negotiate its structure and template with your supervisor. Your project should synthesise approaches and methodologies in the field and demonstrate initiative and autonomy in its execution.

Assessment

This course is assessed using a variety of methods that mirror industry practice. You will take part in workshops and work on live commercial briefs and presentations, using industry-standard media production facilities.

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Key career skills

Creative thinking and problem solving, copywriting and art direction, report writing, presentation and teamwork.

Projects/work experience

You will be encouraged to embark on some work experience as part of the Professional Practice unit. Key to your professional success will be experience of working in an agency environment, and this unit has been specifically designed to assist you in planning your future career.

Why Solent is special

• Prospective employers will be invited to view your work at the D&AD New Blood exhibition, and
  at other industry events throughout the year.
• You will be taught by a talented team of tutors who have strong links with industry through employer liaison panels, industry bodies (CIPR, D&AD, IDM, NAWE), and individual businesses.
• You will become part of a creative, stimulating faculty, working alongside photography, film,
  graphic design, visual arts and fashion students.
• You will be encouraged to join Solent Creatives, a newly formed agency in the University that aims to match students’ talents with local business needs. This offers an invaluable opportunity to enhance your portfolio with freelance assignments.

Course length

12 months full-time