| 課程目標 |
此課程主在引介廣告創製流程及創意元素相關的訴求策略、敘事結構與符號應用。透過理論與實務作品的觀摩與討論，引領同學透過敘事與符號的視角，養成與探尋廣告創意實作與研究分析的另一有效取徑。每節課的講授內容，都同時含括局部策略、理論與對應的廣告作品，方便每位同學同時汲取理論與實用兼備的廣告新知。 |
Objectives |
The theories and techniques learned in this class will provide students an overview and understanding of symbol as it applied to the creative strategy and performance of advertising.
This course brings to light the creative process as it lives in the advertising agency, especially in the creative department. This class covers various aspects of advertising, including the selection of appeal strategy, the narrative structure of ad message, and the application of symbol. Moreover, we will together analyze successful CF and print-ads and determine the useful principles operating in these ads. |