Zelda Malan

This practical course looks at contemporary advertising through the media of television, press and posters and the creative ideas behind them. We examine some of the diverse approaches taken to convey information for a wide range of clients, from charities to fast-moving consumer goods. The relationship between words and pictures is discussed and the crafts employed in their production, such as photography, typography and the layout itself. Students initially work on a series of short briefs and produce concept work to communicate their ideas effectively. A longer brief is tackled to produce ideas and treatments that are more considered. Dialogue between students is encouraged and pair-work replicates the working practices in many advertising agencies, encouraging the exchange of ideas. Drawing skills are not a necessity for the course. The emphasis is on ideas that engage us, 'the consumers', in a stimulating and compelling way. Students should have good English language skills for this course, as much of the project work will rely on the understanding and manipulation of text.

Zelda Malan has worked in the advertising industry for many years. She teaches advertising on BA Graphic Design at Central Saint Martins.