國立中山大學109學年度第2學期廣告創意課程大綱

國立中山大學 109學年度第2學期課程教學大綱

National Sun Yat-sen University 109Academic year Course syllabus

中文名稱
Course name(Chinese)

廣告創意

課號
Course Code

ICM540

英文名稱
Course name(English)

ADVERTISING CREATIVITY

課程類別
Type of the course

講授類

必選修
Required/Selected

選修

系所
Dept./faculty

行銷傳播管理研究所碩士班

授課教師
Instructor

張榮華

學分
Credit

因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，授課方式調整如下：Since COVID-19, if distance learning is necessary, the teaching methods would adjust as follows:

同步遠距【透過網路直播技術，同時進行線上教學，得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術，同時進行線上教學並同時錄影，課程內容可擇日再重播，得採Microsoft Teams、Adobe connect等軟體進行】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習，得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程，經評估無法採遠距課程教學，後續復課後密集補課

★遠距教學軟體操作說明連結

因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，評分方式調整如下：Since COVID-19, if distance learning is necessary, the evaluation would adjust as follows:

1.Participation(online)：30%
2.Assignment ：35%
3.Final project：35%

課程大綱 Course syllabus

本課程教學大綱已提供完整英文資訊（本選項僅供統計使用，未提供完整英文資訊者，得免勾記）【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】

廣告是整合行銷傳播中的要角，也是企業宣傳的利器；近年來更因為數位媒體的發達，使得廣告有了更多的樣貌。本課程旨在討論廣告策略的行成與廣告創意的展現。有創意的廣告是否即是好廣告？即是具有說服力的廣告？本課程將以不同的主是討論廣告的本質，並配合同學實來實際體會廣告的策劃與執行。
Advertising usually plays a critical role on communication strategies. Recently, because of new media (e.g., digital and mobile platforms), advertising has different ways to approach the target audience. The main purpose of this course is to discuss the nature of advertising and creativity. Moreover, another important questions is that a creative ad would be a good one? In this course, all students will understand what is creativity and what is advertising through several activities and assignments.

課程目標 Objectives

1. 培養對廣告的鑑賞觀念 (The ability of advertising evaluation)。
2. 增進企劃製作廣告的能力 (The ability of advertising planning)。
3. 輔助未來相關廣告就業的準備 (Preparing for the position of advertising industry)

授課方式 Teaching methods

講授、討論、報告
Lecture, discussion, presentation

評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference

1.Participation：20%
2.Assignments：40%
3.Final project ：40%

參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念，不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use

序號	作者	書名	出版社	出版年	出版地	ISBN#
No.	Auther	Title	Publisher	Year of publish	Publisher place	ISBN#
1	Arens and Weigold	Contemporary Advertising (15ed)	McGraw-Hill (華泰代理)	2017	New York	9781259921261

每週課程內容及預計進度 Weekly scheduled progress

週次	日期	授課內容及主題
Week	Date	Content and topic
1	2021/02/21~2021/02/27	Introduction
2	2021/02/28~2021/03/06	Advertising and branding
3	2021/03/07~2021/03/13	Creative strategy of advertising (1)
4	2021/03/14~2021/03/20	Creative strategy of advertising (2)
5	2021/03/21~2021/03/27	Message appeals and endorsers(1)
6	2021/03/28~2021/04/03	Message appeals and endorsers(2)
7	2021/04/04~2021/04/10	TV and radio ads (1)
8	2021/04/11~2021/04/17	Assignment 1 contest
9	2021/04/18~2021/04/24	TV and radio ads (2)
10	2021/04/25~2021/05/01	Printed ads
11	2021/05/02~2021/05/08	Service ads
12	2021/05/09~2021/05/15	IMC and budget planning
13	2021/05/16~2021/05/22	Assignment 2 contest
14	2021/05/23~2021/05/29	Using digital interactive and social media
15	2021/05/30~2021/06/05	Using out of home, exhibitive, and supplementary media (1)
16	2021/06/06~2021/06/12	Using out of home, exhibitive, and supplementary media (2)
17	2021/06/13~2021/06/19	Happy New Year!!
18	2021/06/20~2021/06/26	Final project presentation

課業討論時間 Office hours

時段1 Time period 1:
時間 Time：星期一依規定免登
地點 Office/Laboratory：依規定免登
時段2 Time period 2：
時間 Time：星期二依規定免登
地點 Office/Laboratory：依規定免登

系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university

系所學生專業能力/全校學生基本素養與核心能力
basic disciplines and core capabilities of the department and the university

課堂活動與評量方式
Class activities and evaluation

本課程欲培養之能力與素養 This course enables students to achieve.

紙筆考試或測驗 Test.

課堂討論︵含個案討論︶ Group discussion (case analysis).

個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment.

群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.

個人口頭報告 Indivisual oral presentation.

群組口頭報告 Group oral presentation.

課程規劃之校外參訪及實習 Off-campus visit and intership.

證照/檢定 License.

參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions.

課外閱讀 Outside reading.
課外閱讀 Outside reading.
課外閱讀 Outside reading.

※系所學生專業能力 Basic disciplines and core capabilities of the department

1具備良好的理解、表達、與溝通能力。 1 With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.

2.具備行銷傳播學業知識與技能，並有效分析與解決問題。 2. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.

3.以數位行銷與社會文化行銷之專業成就全方位生涯發展。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.

4.發揮領導與團隊精神，能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.

5.具備專業倫理觀念，明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.

※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university

1.表達與溝通能力。 1. Articulation and communication skills

2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities

3.終身學習能力。 3. Lifelong learning

4.倫理與社會責任。 4. Ethnics and social responsibility

5.美感品味。 5. Aesthetic appreciation

6.創造力。 6. Creativity

7.全球視野。 7. Global perspective

8.合作與領導能力。 8. Team work and leadership

9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature　

本課程與SDGs相關項目：The course relates to SDGs items:

尚未建立SDGS資料

本課程校外實習資訊: This course is relevant to internship:

本課程無註記包含校外實習