The “a.p.e – Advertising Principles Explained” course is comprised of 8 sessions outlined below. As well as carefully curated references, frameworks, key takeaways and exercises to help support your learning.
A Show Business
This episode outlines the foundational assumptions of both the showmanship and salesmanship advertising schools, their significance, and their implications for creative style.
Advertere
The Digital Pinch
Modern media are leading to an increasing emphasis on Salesmanship advertising. This episode shows you the opportunity for Showmanship across media today.
Creative Revolution
To spark a new creative revolution, we learn from the last. In this episode, we’re in 1960s Madison Avenue, examining Bernbach’s principles and his agency’s work to understand how to stand out.
Moto e Azione
In this episode, we revisit this principle from the ‘age of affect’ to create engaging advertising. We discuss connecting with audiences through expressivity, movement, and human interaction.
The Fluent Device
Leaving Room For The Mouse
To be remembered, create a smile in the mind. This episode explores how humour can be used to find the drama in your product – to enhance attention, ensure understanding and leave a positive impression.
Giving Triumph A Chance
In this concluding episode, we delve into the creative process, the pitfalls and benefits of research and the role of imagination in generating advertising with impact.
Solo enrolment is £1,895.
Group booking discounts are also available.
Please fill in and send your contact details to join the waitlist for our next cohort launching in Autumn 2026.
Did you miss our live Open Day? Don’t worry, you can still catch the full session on-demand.
Orlando Wood walks you through the curriculum and the high-impact skills you’ll master to elevate your career.
Access the recording now to gain the insights you need to take your next step with confidence.
Watch the discovery day webinar where Orlando will walk you through the course format and content, as well as explore the principles of great advertising!
