Advanced Media Concepts-2
This course focuses on creating impactful video ads by applying creativity, storytelling, and strategic thinking. Students will explore different advertising appeals, derive insights from observations, and develop strong “big ideas” to drive effective communication. Emphasis is on conceptual development, ideation, and applying storytelling principles for video campaigns.
The whole semester.
- 01Introduction to Advanced Media Concepts
- 02Creativity in Video Advertising
- 03Observation and Insight Derivation
- 04Big Idea Development
- 05Storytelling Principles for Video Ads
- 06Emotional Appeal in Advertising
- 07Rational Appeal in Advertising
- 08 · MidtermHumorous Appeal in Advertising
- 09Audience Understanding and Targeting
- 10Brand Language and Messaging Consistency
- 11Concept Generation and Multiple Executions
- 12Visual Storyboarding and Sequencing
- 13Shot Composition and Camera Angles
- 14Pacing, Timing, and Editing Techniques
- 15Critique and Refinement of Video Concepts
- 16Developing PPM before production
Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.
Students will create 3 video ads (60 seconds each) for a single brand: 1 focusing on emotional appeal, 1 on rational appeal, and 1 on humorous appeal. Each ad must include clear storytelling, a coherent visual language consistent with the brand, and proper planning using PPM.
The project will be assessed on originality, creativity, clarity of big idea, strategic relevance, and execution quality.
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