BA(Hons) Advertising Design at University of South Wales

This course will educate students towards creating work that bridges the gap between traditional creative practices and their modern technologically facilitated counterparts from gaming, to graphic design to music and dance. It responds to the continuing appropriation of emerging digital technologies by artists with the aim of discovering new approaches for creative expression, often referred to under the umbrella term ‘Creative Convergence’. The course responds to the teaching and research interests of staff within the subjects of Music, Performance and Visual Arts, as well as colleagues in the areas related to Computer Science. You will learn how to use a variety of technologies and realise assessed projects; these may include motion capture, haptic feedback, interaction design, data sonification & visualisation, animation & sound design, and coding/scripting in relevant languages strictly for creative output. The practical seminars will act as laboratories to experiment with these technologies and enhance your skillsets, working towards a signature practice that primes them for the digital creative sector. The lectures provide a theoretical basis for you to critically position your work, further developed through student-led discussions in tutorials. The lecture content also informs the seminars, ensuring you are able to perceive the practical application of these ideas. In your first year of study, you will be introduced to the key practitioners and practices who demonstrate the ways digital technologies enrich the creative potential of traditional art forms.

Through looking at case studies, you will learn how introducing new technologies inside an organisation affects its structure, the working relationships between people, the power dynamics and the way data is exchanged. You will examine how new technologies can create resistance to change, disrupt business operations, and allow for the creation of unintended consequences. You will see how failed technological transformation projects have even led to bankruptcy for some businesses.

You will gain an understanding of the relationship between an organisational system and its environment, so that you can realise the potential of future technologies for an organisation. You will apply systems thinking to analyse problematic situations in different ways. These are skills you can continue to use throughout your career and as you move into more senior positions.