1 Semester

3 Hours per Week

Hawthorn

Nil

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit of study in the Graduate Diploma of Arts (Commercial Radio).

Aims & Objectives:

This unit of study is designed for students to explore, understand and master the processes involved in writing radio commercials. Structured assignments will lead the student through the process of interacting with an advertising client and gaining the skills to understand and interpret the needs of that client. Students will also gain skills in working as part of the sales team, and the ability to liaise with technical production staff.

Teaching Methods:

Lecture and Tutorial

Assessment:

Client Scripts 20%, Local Business Scripts 40%, Final assessment scripts 40%

Content:

Students will interview local businesses to obtain information to write advertising, and will write scripts for a variety of clients. Students will develop the ability to condense information into a script of pre-determined time length, which effectively communicates the message to its intended target. They will also learn to layout the script ready for client approval and recording. Integral to this process is the development of a clear understanding of the nature of the listening audience and their interaction with the radio medium.

Reading Materials:

Ayling, G, Rapid Response Advertising, Woods Lane Publishing, Sydney, 1998.
Crompton, A, The Craft of Copywriting, 2nd edn, Hutchinson Business, London, 1987.
Dawson, J, Screenwriting, A Manual, Oxford, 2000.
Drewniany & Jewler, Creative Strategy in Advertising, Wadsworth, 2001.
Garrand, T, Writing for Multimedia, Focal Press, 1997.
Hilliard, R, Writing for TV, Radio and New Media, Wadsworth, 2000.
Karls, J & Szymanski, R, The Writer's Handbook, National Textbook Company, 1990.
Meuller, L & Reynolds, J, Creative Writing, National Textbook Company, 1990.
Schulberg, B, Radio Advertising, NTC Business Books, Illinois, 1989.
Williams, R, Keywords, Fontana, 1989.