VSCA 331 - Time-Based Advertising

Time-Based Advertising emphasizes storytelling and narrative strategies. Although the critical and technical skills essential to the production of live action short digital films will be included in this course, students will focus on the process and principles of creating original and persuasive stories. At the same time, students must critically reflect upon their own work, the work of their peers and contemporary industry output.

Case studies will be used to examine examples of the utilization of time-based media to address advertising and design communication problems. Students will be expected to be proactive in exploring contemporary developments and bringing back their observations and critical analysis to class for discussion. Subjects will include television commercials, on-line media and other media currently used in context of modern global advertising. In addition to producing their own advertising during the course, students will develop their awareness of issues such as:

  • the creative and production process, writing, and directing a short film
  • the utilization of digital film as a communication tool within a strategic context
  • the nature and role of the audience
  • the impact of changing distribution methods upon the role of digital film in advertising

Emphasis will be placed upon the development of the ability of students to generate creative, critically informed, targeted digital time-based content. Students will be expected to work collaboratively with other students both in the production and critical evaluation of their digital film output.

Course Credits:


Course Prerequisites

Completion of all 200-level VCD Major Studio requirements, VSCA 221 Concepts II, VSCM 225 Design Technology I and VSCT 226, or consent of the Chair in consultation with the instructor. Preference will be given to SCD students within their declared Stream.


A30059Fitzgerald, Ian
8:30am - 12:50pm room: ONLINE