London College of Communication’s BA Advertising is one of the world’s hot breeding grounds of award-winning, new talent into the advertising and communications industries.

This future-ready degree course will prepare you as a multi-faceted communicator, developing your own unique creative voice and forward-facing approach. A regular gatherer of awards, recently it won Gold at D&AD, London; Gold at Young Lions, Cannes; Silver at Eurobest, Sweden and Silver at The One Show New York and it short lists regularly in the monthly international ad competition, Young Glory.

You can expect ...

You can expect to learn current advertising practices whilst also questioning latest thinking and challenging your preconceptions, so that you not only become a successful innovator today but also tomorrow. The course is structured to emulate an advertising agency where you will practice your craft and come to appreciate the conceptual, theoretical and practical aspects of advertising through to creative output and client presentation.

There will be a set programme of academic and live project briefs set by industry’s creative directors, and there will be opportunities to raise your profile through student competitions and self-initiated projects. In doing this you will draw on taught techniques for ideas-generation, research, consumer planning and story-boarding as well as pitching your idea for funding, and creatively realising your work to achieve strategic and brand goals.

Overall, you will leave the course having developed a very personal and professional approach to advertising, whereby you’ll be ready to work alone or as part of a collaborative project, creating your own future as a leader in this highly creative arena.

Graduates have gone on to work and gain placements in world leading advertising and communication agencies such as Anomaly London, Mother London, BBH London, BBH New York.

Tutors on this course ...

Course Director, Jo Hodges who is also the Creative Practice Tutor for Years One, Two and Three. She is experienced as an award winning creative with leading agencies in London and has worked as an art director, copywriter and advertising consultant for top advertising and marketing agencies in London and Paris. Jo also has a background in film with awards and international production credits alongside her being a senior practising lecturer at LCC. Jo is also presently co authoring the fundamentals of Digital Advertising for AVA Publishing.

Senior Lecturer, Grant Rose, has an award winning industry track record in Design and Advertising with specialist skills in Brand Development, Art Direction, Creative Direction, Advertising, Typography and Corporate Branding. Grant has taught on the BA Graphic Media Design programme and has now brought his expertise to BA Advertising.

Dr Nicky Ryan, leads the extremely popular and invaluable VCT dissertation programme for the School of Design. Year One and Two students describe the programme as 'mind expanding' and recognise VCT as an underpinning to studies in advertising. Prior to coming to LCC, Nicky worked in the fashion industry for 15 years in buying, marketing, visual merchandising and merchandise management before taking up a career in teaching.

Alumni include ...

Multi award winning creatives, Alred Malmros and Alexander Hernesten at respective agencies, Poke and Anomaly; Carol Haidar, Account Planner at Google; Gaelle De Gasquet, Account Manager at Universal McCann; Luisa Bundy, Account Manager at Grey Partnership and Davide Russo, Creative Director at CGI Company NY.

What students say ...

“In our last week class in Launch we discussed ... video advertisements and how much impact they have on people. According to Sir John Hegarty: ‘A commercial is not a poster on wheels’; I believe this is completely true, as there is much more to a commercial than just animated pictures.

“We were introduced to some of the great examples of how commercials can express much more than just a product, famous movie ... and documentary directors Michel Gondry and Spike Jonze have done that”, Year One Student, anonymous.

“Our Intro to Higher Education lesson was about typography and how using fonts in various ways can create a great identity for a business or agency. This was great because it linked in with our agency work really well”, Year One student, anonymous.

This course is taught within the School of Media at LCC.

Learning and teaching

Courses in UAL span a broad range of art, design, communication, business, media, science and communication subjects. So the ways in which you learn and how your time is used will vary according to the specific course you are studying; this may be in studios, labs, classes, involve working alone, learning from peers in pairs or groups, or with external partners. Most importantly, no matter which course you enrol on, you will learn not only about your subject but also about how you learn and how to increase your knowledge base.

Our courses will guide you to take increasing responsibility and ownership of your work and your learning. We do this so that you will be ready and able to take full advantage of the full range of opportunities offered by the creative industries in the global economy. 

Assessment

Assessment always sounds austere and foreboding, but it is not. We see assessment as a very real part of learning, rather than just a means of looking back at past work and measuring achievement; we believe that assessment helps you plan future work and develop new ideas.

Your work will be assessed through projects or portfolios, with written papers or research journals, and, on some courses, examinations. You will be graded according to a set of marking criteria that relate to such things as research, subject knowledge, methodology, and your capacity to analyse and reflect on your achievements. So don’t be afraid of assessment - it is the way to progress.

Year 1

• Introduction to Study in Higher Education
• Launch
• Pitch
• Contextual and Theoretical Studies 1

Year 1, BA (Hons) Advertising will give you the foundation in current thinking and practice in advertising, but will also give you the tools to challenge and experiment with existing models.

Introduction to study in Higher Education: This unit will introduce you to studying at higher education level including aspects of research and writing as well as fundamental principles of design practice

Launch: This unit aims to ‘launch your voice’ as an advertising communicator. Through a programme of team and individual study you will be given a foundation in the skills necessary to undertake research, analysis, interpretation and presentation of information as related to advertising and related communications. You will also be encouraged to experiment with ‘models’ of advertising to enable you to debate /formulate new models and ideas.

Pitch: Building on your theoretical and practical research and application of understanding of advertising and communication language in Launch, through team and individual work, you will create a pitch project presentation and develop this for final production for communication in advertising to industry.

Contextual and Theoretical Studies 1: Contextual and Theoretical Studies (CTS) Year 1, encourages you to consider visual communication within historical and cultural contexts. Viewed as an element of design and communication CTS is explored as both a methodology and a critical context through which you can locate and develop your own approach to contemporary professional practice. The aim of CTS is to provide an underpinning in critical thinking that reinforces the relationship between studio practice and theory.

Year 2

• Collaborative Project
• Persuasion
• Futurising
• Contextual and Theoretical Studies 2

Year 2, introduces you to the psychological and consumer behavioural aspects that underpin advertising communications, how they relate back to practice. Also, Year 2 will give you the technological tools to future proof skills. Please note year two is also an important step to enabling you to formulate ideas for your final major project (Dissertation). As mentioned before throughout the course, Theory tutors will be on hand alongside your creative tutors to help you develop your personal ideas that will eventually form your dissertation.

Collaborative Project: As media converges it is necessary for Advertising Communicators to become conversant with fellow media practices. Advertising communicators can be described as being at the forefront of solvers of a communication problem, but this is only part of the communication story. Whilst different media artists and designers look at the communication story from differing angles, in order you fully understand the context of your own study, you will be given the opportunity to take place in a collaborative project with students on other courses on live projects and in competitions.

Persuasion: Broadening your practical and theoretical understanding of advertising communication in Launch and Pitch in Year 1, Persuasion in Year 2 aims to develop a critical understanding of the consumer’s reception of advertising and will underpin the technical and creative explorations in Futurising, also in Year 2. Persuasion will give you the basic toolkit to plan creative communications based on consumer behaviour. Various theoretical perspectives will be explored ranging from the sociological, the psychological and cultural and how you as a developing planning practitioner can relate this back to creative practice.

Futurising: Constant technological and societal changes mean as an advertising communicator you have to constantly review your practice. In order to future proof your practice and critical thinking skills this unit aims to provide you with the technical skills to become self sufficient in your practice. It will provide you with the technical skills to become a self sufficient in realising your work from concept through to the finished article. It will also critically engage you with cutting edge media and communication platforms to support you in the formulation of ideas advertising communication for the future. Skills taught in Futurising will also be linked to the Digital Portfolio unit in Year 3 which aims to consolidate skills and enable students to have a future proofed portfolio that is ready for industry. Futurising will also direct your thinking to developing a dissertation (final major project) in Year 3 based on your creative practice.

Contextual and Theoretical Studies: The aim of this unit in Year 2 is to develop your broader knowledge and understanding of the historical, social, theoretical and cultural developments of contemporary visual culture. You will have the opportunity to further contextualise various aspects of design, media and communication theory in its broadest sense by focusing on specific options.

Diploma in Professional Studies

The Diploma in Professional Studies is an optional Industrial placement year between the second and fourth year of the course. The Diploma in Professional Studies is a managed year of professional experience largely undertaken in the design profession in a variety of national and international locations. Students are selected during the second year on the basis of a detailed year out proposal, portfolio and studentship.

Year 3

• Content Creation and Future Shaping (Self-initiated Individual Exploration)
• Digital Portfolio
• Contextual & Theoretical Studies 3 (Dissertation)

Year 3 develops your individual practice and consolidates learning outcomes throughout the course in the culmination and creation of a cutting edge portfolio of work and dissertation for exhibition and industry.

Content Creation and Future Shaping: In this unit you will be supported in formulating an individual self initiated ‘blue skies’ major advertising project and working practise that plays to your strengths and individual aims and objectives as an advertising communicator.
You can opt to do an industrial theoretical research style project or create an evaluative creative practical project for exhibition and their portfolios, or a themed combination of both formed in agreement with tutors.

Digital Portfolio: Building on skills attained in Futurising in Year 2, as part of your professional and personal development as an advertising communicator, your portfolio of work, theoretical or practical, needs to reflect current industry standards and be industry ready for presentation. To achieve this work created in your co unit of Content Creation and Future Shaping will be explored through a variety of digital formats. For example, you may decide to create an entirely on line digital portfolio . Alternatively, you could create a film viral or a communication app that acts as direct ‘advertisement’ of your work. Please note, the format of the digital portfolio will be decided in conjunction with your tutor.

Students have graduated to work in leading advertising and communications agencies at every level of industry e.g. Alfred Malmros Creative at Anomaly London. Other students have gained work as account planners or account managers.

Also given the strong narrative skills acquired during the course students can also go on to become content creators in production and film companies.

Enterprise and employability at UAL

We know what it takes to be successful in your chosen field. Your tutors are professionals in their own right and understand what you need to help you establish your career. Staff in our Centre for Student Enterprise and Employability (SEE) are dedicated to helping you build up work-relevant skills, knowledge, experience and networks throughout your time here. You will also benefit from our many relationships with industry, which give our students exclusive opportunities and access to networks and funding.

Artists and designers tell us they value UAL's informed engagement with their career and professional practice development and our ability to offer them practical advice, guidance and opportunities across the wide spectrum of possible professional pathways - as entrepreneurs and employees. Staff value the resources and skills UAL makes available to help them deliver effective professional and career development through the curriculum.

Find out more

ArtsTemps (SEE) is the UAL in-house recruitment agency placing students and graduates in paid temping roles within the University. 

Creative Opportunities (SEE) is the UAL job vacancy and work placement website for students and graduates and advertises hundreds of creative job and placement opportunities each month.

Get more information and advice on employment and creative careers for all UAL students and graduates.

Recruitment and admissions

The BA Advertising course team recognise applicants come from a broad spectrum of backgrounds from across the world. The course in the main attracts students who apply direct from A level or other equivalent qualifications but it also welcomes students from Foundation Diploma in Art and Design and other art courses as well as mature students who may have worked in industry.

Entry requirements (Home/International/EU)

For admission to the BA Advertising course applicants normally need:

• 240 UCAS tariff points but a minimum of 160 UCAS tariff points (gained at GCE Advanced level) will be considered, supported by passes in three other subjects at GCSE Grade C or above. 
• Alternatively, you will be considered if you have achieved 1 subject at GCE Advanced level and Foundation Diploma in Art and Design, supported by passes in three other subjects at GCSE Grade C or above. In addition, the University of the Arts London Awarding Body Level 3 Foundation Diploma in Art and Design will be considered.        
• We also accept people with the equivalent qualifications obtained through a National Diploma, Access, NVQ and a variety of other pre-University level qualifications including International and European Baccalaureate. Other qualifications, including overseas, may be considered.
• We also accept those with relevant professional and vocational qualifications.
• The subjects the Course Team will be looking for in your application are wide ranging: your A levels (or equivalents) would ideally be achieved at grade C or above and may include English, History, Media, Business, Art and Design or other Social Science subjects.

Other entry routes

We also welcome applicants such as mature students who do not have formal qualifications but may have relevant experience. Students applying to this course will be expected to demonstrate a specific interest in this area of study and should have a commitment to engaging with Advertising Theory and practice. In such cases students applying on the basis of their previous experience or who wish to enter the course with through Accreditation of Experiential Learning (AEL) or Accreditation of Certificated Learning (ACL) processes should apply via UCAS and will be guided by the admissions staff on the AP(E)L processes.

Language requirements (International/EU)

• International and EU students: In the case of applicants whose first language is not English, then IELTS 6.0 (or equivalent) is required.
• If your first language is not English you should check you have achieved the correct IELTS level in English. Further information is available on our International Applications page. 
• International Applicants, please visit our International Applications page for further details regarding International Admissions.

Study Abroad applicants

International undergraduate students can apply to join this BA course for a period of up to three terms as a Study Abroad student. Please visit the Study Abroad website for details on how to apply or contact the Study Abroad office:

T: +44 (0)207 514 2249
E: studyabroad@arts.ac.uk

Deferred entry

For Home/EU applicants, the Course Leader will determine whether deferred places are available for the course. If you wish to defer your place, it is advisable to indicate this on your application form and/or discuss this with the admissions team and course leader before/after applying at the earliest opportunity. In all cases, deferred places will only be held for one year.

International applicants are normally permitted to defer entry to any programme of study for one year only, after which they will be asked to re-apply.

Admission procedures

The selection procedures for the course adhere to the Equal Opportunities policy of the University of the Arts London. Applications are normally made through UCAS. Applications for this course are assessed on the basis of qualifications and the personal statement. If more information is required, a member of the course team may contact the applicant and in some cases, may request the candidate to attend an interview.

Student selection criteria - what do we look for?

All applications will be considered by the course team and offers will be made based upon the following selection criteria.

1. The team will consider three key elements when making a decision on your suitability to join the course:Firstly they will look at your qualifications (or projected results).
2.  Secondly, they will review your academic or personal reference.
3. Then they will scrutinise your personal statement.

The personal statement is a very important part of your application and should demonstrate to the team that you are interested in advertising and that you have thought very carefully about why you want to study on this course.

You should take great care when writing your personal statement to ensure that it is well written, clear and free of any spelling mistakes. It is your biggest chance to impress the team by demonstrating your appreciation of what the course can offer you and how you feel it might help you in the future. It is also an opportunity for you to state what you feel you would bring to the course. Through their personal statement, applicants should show a strong interest in Advertising. This can be demonstrated through work experience, studying and personal experience and their ambitions for personal development as a student at the LCC.

Portfolio advice

There is no requirement for a portfolio for entry onto this programme.

Interview advice

Occasionally an applicant will be invited for interview who has either requested to discuss their application with the course director or who the course director feels would benefit from discussing their application prior to final consideration.

If you are invited for interview you can prepare yourself in advance by thinking of questions that you may have for the course director and also re-familiarising yourself with your UCAS personal statement from which the course director’s questions will probably arise. The interview will be relatively informal and will take place, normally, at the LCC.

Students are admitted to the course having fulfilled the necessary entry requirements and on the basis of their potential to benefit from the programme.

Minimum UAL entry requirements

Read about the University's Regulations on Admissions.

UK/EU Applicants

You will need to apply through the UCAS online application system.

You can find London College of Communication (LCC) courses listed under University of the Arts London on the UCAS website. All LCC UCAS course codes can be found on the course ‘Facts’ tab (at the bottom) or on the UCAS website.

Our University code is U65

There is no 'Campus Code' for London College of Communication

If you are a UK or EU student and you have an admissions enquiry please use the Online Course Enquiry Form selecting LCC as the College you are interested in. For additional enquiries please use the contact information as below:

T: +44(0)20 7514 6599

International Applicant Enquiries

If you are a non-EU international student admission enquiries should be made through the International Office. For additional enquiries please use the contact information as below:

T: +44 (0)20 7514 8138
E: international@lcc.arts.ac.uk

Study Abroad Applicants

International undergraduate students can apply to join this BA course for a period of up to three terms as a Study Abroad student. Please visit the Study Abroad web page for details on how to apply or contact the Study Abroad office on the details below:

T: +44 (0) 207 514 2249
E: studyabroad@arts.ac.uk