2018/19 Taught Postgraduate Module Catalogue
DESN5220M Persuasion
15 creditsClass Size: 40
Module manager: Mr MIke Sheedy
Email: m.t.sheedy@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2018/19
This module is not approved as an Elective
Objectives
The objective of this module is to develop an understanding of how a compelling text within an advertising concept or communication message can motivate, mobilise, persuade and ultimately influence consumer behaviour.To further understand the social, economic and political implications of the effect of advertising and brand communications in consumer societies.
Learning outcomes
- Understand persuasive techniques in a visual, verbal and textual context.
- Understand the effects of theme, metaphor, symbolism and rhetoric.
- Elicit specific responses from particular target audiences.
- Employ the use of context in order to enhance the communication message.
- Create an arresting/persuasive visual statement about a product or service.
- Compose persuasive and compelling copywriting.
Skills outcomes
- Manipulate content and context to deliver an affective campaign message.
- Utilise a range of relevant media which could include audio and visual arts, copywriting, sound, music, radio, photography, film, illustration and fine art.
- Construct compelling content, delivered in a concise form.
- Ability to make effective decisions based on strategic objectives.
- Work creatively within the legal, statutory, and regulatory framework that exists in the UK and abroad.
Syllabus
- Identifying target audience response.
- Defining clear objectives and establishing the desired effects of content.
- Creating affective and memorable outcomes.
- Generating a persuasive creative concept for an advertising brief or - communication campaign.
- Practical workshops in copywriting.
- Lecture programme:
> Persuasion - methods and techniques of persuasion.
> Language, linguistics, copywriting, typography.
> Emotion - compelling stories / case studies.
> Persuasion or Propaganda? Ethical issues in advertising and design.
> Breaking the Rules - the scope and format of assessed work will be discussed.
Teaching methods
| Delivery type | Number | Length hours | Student hours |
| Lecture | 5 | 2.00 | 10.00 |
| Practical | 7 | 2.00 | 14.00 |
| Seminar | 5 | 2.00 | 10.00 |
| Private study hours | 116.00 | ||
| Total Contact hours | 34.00 | ||
| 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 type | Notes | % of formal assessment |
| Report | Project report - 1,500 words | 20.00 |
| Oral Presentation | 5 minutes | 10.00 |
| Poster Presentation | Concept Boards and visuals illustrating strategy and communication concept or theme | 10.00 |
| Reflective log | Recording and identifying the creative concept or theme and documenting the development of ideas to a creative conclusion | 15.00 |
| Portfolio | Demonstrating the creative execution of a communication concept | 45.00 |
| Total percentage (Assessment Coursework) | 100.00 | |
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 websiteLast updated: 13/11/2018 09:25:33
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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