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2017/18 Taught Postgraduate Module Catalogue

DESN5210M Visual Communication

15 creditsClass Size: 40

Module manager: Dr Kishore Budha
Email: k.n.budha@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2017/18

This module is not approved as an Elective

Objectives

This Module is designed to focus attention on the fundamentals of initiating and visualising creative ideas for advertising and brand communication and to explore the relationship between research, strategy, concept and visualization. In order to convince clients to support a creative concept for a communication campaign the creative advertiser must be able to present creative proposals in a concise, coherent verbal and visual form which illustrates strategy, communication message and the potential for future development and extension.

Advocacy skills, speed of thought and concise visual rendition of creative ideas are essential abilities in the initiation of advertising concepts.

In addition this module will address visual communication in the wider context of delivering creative concepts to audiences from varied cultural and social environments by concentrating predominantly on visual content.

Learning outcomes
- demonstrate specialist knowledge in visualising research findings, producing concept boards and proposing creative solutions;
- conduct appropriate and effective verbal presentations;
- produce effective visuals applying an advanced understanding of concepts, information and techniques informed by knowledge at the forefront of visual communication;
- pro-actively formulate ideas and hypotheses utilising visual language to communicate creative concepts and evaluate proposals;
- conduct effective critical review and evaluation of current issues within the professional practice of advertising and brand communications.

Skills outcomes
- Visualise research findings and concept boards.
- Apply visual language to communicate creative concepts.


Syllabus

- Analysis of data and the presentation of research findings.
- Brainstorming, lateral thinking and idea creation workshops.
- Visualization techniques to enhance development of the creative concept.
- Visualization techniques to aid the process of critical review and evaluation.
- Integrating visual and textual concepts into an effective visual communication message.
- Visual and textual language techniques.
- Presentation workshops, visual and verbal - the scope and format of assessed work will be discussed.
- Overview of current industry practice, management and organisation.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Lecture52.0010.00
Practical72.0014.00
Seminar52.0010.00
Private study hours116.00
Total Contact hours34.00
Total hours (100hr per 10 credits)150.00

Private study

It is a necessary requirement that advanced level students are able to conduct effective research and develop their own creative proposals independently, demonstrating their unique ability to generate original ideas and to present those ideas in visual form.

The seminar sessions are designed to provide feedback to current proposals, the student should demonstrate their ability to evaluate the validity and appropriateness of that feedback and develop the communication concept accordingly.

Equally the visual development and articulation of the creative concept relies upon individual judgement and analysis and this must be learnt through personal exploration and experimentation, testing the proposal, employing recognised methods, against the strategic aims of the communication objective.

Opportunities for Formative Feedback

Student progress is monitored through the group seminar sessions where each student presents their creative proposal to their tutors and peer group. Bi-weekly feedback and advice is given in order to assist the student in achieving their objective.

The module is supported by practical sessions which aid the development of understanding and exploration into visualisation techniques and methods relevant to conceptual proposals and strategies.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
ReportProject report - 1,500 words case study report examining an aspect of professional practice20.00
Oral Presentation5 minutes10.00
Poster PresentationConcept Boards and visuals illustrating strategy and communication concept or theme10.00
Reflective logRecording and identifying the creative concept or theme and documenting the development of ideas to a creative conclusion15.00
PortfolioDemonstrating the creative execution of a communication concept45.00
Total percentage (Assessment Coursework)100.00

Project Report - 1500 word case study report examining an aspect of professional practice. Poster presentation - Concept Boards and visuals illustrating strategy and communication concept or theme. Reflective Log - Recording and identifying the creative concept or theme and documenting the development of ideas to a creative conclusion. Portfolio - Demonstrating the creative execution of a communication concept

Reading list

The reading list is available from the Library website

Last updated: 29/08/2018

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