國立中山大學 111學年度第2學期 課程教學大綱

National Sun Yat-sen University 111Academic 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

 3

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：
　　　　　　　　 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：

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

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題討論廣告的本質，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.AutherTitlePublisherYear of
publish		Publisher
place		ISBN#
1Arens and WeigoldContemporary Advertising (15ed)McGraw-Hill (華泰代理)2017New York9781259921261

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
WeekDateContent and topic
12023/02/12~2023/02/18Introduction
22023/02/19~2023/02/25Advertising and branding
32023/02/26~2023/03/04day off
42023/03/05~2023/03/11Creative strategy of advertising
52023/03/12~2023/03/18Message appeals and endorsers(1)
62023/03/19~2023/03/25Message appeals and endorsers(2)
72023/03/26~2023/04/01TV and radio ads (1)
82023/04/02~2023/04/08day off
92023/04/09~2023/04/15Assignment 1 contest
102023/04/16~2023/04/22TV and radio ads (2)
112023/04/23~2023/04/29Printed ads
122023/04/30~2023/05/06Service ads
132023/05/07~2023/05/13Assignment 2 contest
142023/05/14~2023/05/20Using digital interactive and social media
152023/05/21~2023/05/27Using out of home, exhibitive, and supplementary media
162023/05/28~2023/06/03Final project presentation
172023/06/04~2023/06/10Self-learning
182023/06/11~2023/06/17Self-learning

課業討論時間 Office hours
　　　　　　　　 時段1 Time period 1:
時間 Time：星期一14:00~16:00
地點 Office/Laboratory：CM4089
時段2 Time period 2：
時間 Time：星期三10:00~12:00
地點 Office/Laboratory：CM4089

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.
※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.V V V V    
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. V V V V    
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 skillsV V V V    
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV V V V    
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 appreciationV   V V    
6.創造力。 6. CreativityV   V V    
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:

　　　　　　　　
SDG1-消除貧窮(No Poverty)
SDG2-消除飢餓 (Zero Hunger)
SDG3-良好健康與福祉(Good Health and Well-being)
SDG4-教育品質(Quality Education)
SDG5-性別平等(Gender Equality)
SDG6-乾淨水源與公共衛生(Clean Water and Sanitation)
SDG7-可負擔乾淨能源(Affordable and Clean Energy)
SDG8-優質工作與經濟成長(Decent Work and Economic Growth)
SDG9-工業、創新和基礎建設(Industry,Innovation and Infrastructure)
SDG10-減少不平等(Reduced Inequalities)
SDG11-永續城市(Sustainable Cities and Communities)
SDG12-責任消費與生產(Responsible Consumption and Production)
SDG13-氣候行動(Climate Action)
SDG14-海洋生態(Life Below Water)
SDG15-陸域生態(Life on Land)
SDG16-和平、正義和穩健的制度(Peace,Justice And Strong Institutions)
SDG17-促進目標實現的全球夥伴關係(Partnership for the Goals)
本課程和SDGS無關

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

　　　　　　　　 本課程包含校外實習（本選項僅供統計使用，無校外實習者，得免勾記）
The course includes internship.(For statistical use only. If the course without internship, please ignore this item.)

實習定義：規劃具有學分或時數之必修或選修課程，且安排學生進行實務與理論課程實習，於實習終了取得考核證明繳回學校後，始得獲得學分；或滿足畢業條件者。(一般校內實習請勿勾選此欄位)

Internship: The required or elective courses should include credits and learning hours. Students should participate in the corporative company or institution to practice and learn the real skills. An internship certification must be handed in at the end of internship to get the credits or to fulfil the graduation requirements.

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