| 1 | 第1週｜台灣廣告的回顧Week 1｜Review of Taiwanese Advertisements介紹台灣近年電視、網路及平面廣告的發展與特色，並分析其文化背景與受眾反應。Introduction to recent Taiwanese TV, online, and print advertisements, analyzing cultural context and audience reactions. | |
| 2 | 第2週｜各國廣告的回顧
Week 2｜Review of International Advertisements
比較各國廣告風格差異，如美國、日本、法國等地的創意手法與溝通策略。
Comparison of advertising styles from countries such as the U.S., Japan, and France, focusing on creative techniques and communication strategies. | |
| 3 | 第3週｜廣告創意入門
Week 3｜Introduction to Advertising Creativity
探討創意在廣告中的角色，介紹基本創意技巧與成功案例分析。
Discussion on the role of creativity in advertising, with an introduction to basic creative techniques and case studies of successful ads. | |
| 4 | 第4週｜創意思維與發想訓練
Week 4｜Creative Thinking and Idea Generation
進行創意思維訓練，運用腦力激盪法與聯想法進行廣告構想的發展。
Creative thinking exercises using brainstorming and associative thinking for advertisement ideation. | |
| 5 | 第5週｜消費者行為概論
Week 5｜Introduction to Consumer Behavior
分析消費者如何接收與回應廣告訊息，並探討動機與影響因素。
Analysis of how consumers receive and respond to advertising messages, including motivation and influencing factors. | |
| 6 | 第6週｜廣告目標對象分析
Week 6｜Target Audience Analysis
學習如何界定與分析廣告的目標族群，並討論市場區隔與定位策略。
Study on how to define and analyze target audiences, with a discussion on market segmentation and positioning strategies. | |
| 7 | 第7週｜消費者購買決策流程
Week 7｜Consumer Decision-Making Process
介紹購買決策的五個階段，並搭配廣告影響力進行實例分析。
Introduction to the five stages of consumer decision-making, with real examples of advertising influence. | |
| 8 | 第8週｜廣告中的消費心理應用
Week 8｜Consumer Psychology in Advertising
探討情緒、態度、品牌認知等心理因素如何影響廣告效果。
Exploration of how emotional appeal, attitudes, and brand perception influence advertisement effectiveness. | |
| 9 | 第9週｜期中報告準備與提案
Week 9｜Midterm Proposal Presentation
學生進行廣告創意提案展示，說明創意構想、目標對象與策略。
Students present advertising proposals explaining creative ideas, target audience, and strategy. | |
| 10 | 第10週｜期中報告發表與回饋
Week 10｜Midterm Presentation and Feedback
進行同儕回饋與教師講評，強化學生對創意表達與策略整合的掌握。
Peer feedback and instructor critique to strengthen students’ creative expression and strategic integration. | |
| 11 | 第11週｜心理學：認知與態度在廣告中的運用
Week 11｜Psychology: Cognition and Attitude in Ads
介紹認知心理學與態度理論在廣告中的應用，舉例說明影響力機制。
Application of cognitive psychology and attitude theories in advertising, with examples of influence mechanisms. | |
| 12 | 第12週｜心理學：行為階段與廣告對應策略
Week 12｜Psychological Stages and Advertising Strategy
說明消費者行為變化階段與對應的廣告訊息設計策略。
Explanation of behavior stages in consumers and corresponding message strategies in advertising. | |
| 13 | 第13週｜創意腳本撰寫技巧
Week 13｜Techniques for Writing Creative Scripts
教授廣告腳本結構、場景設計與敘事手法。
Instruction on ad script structure, scene planning, and storytelling techniques. | |
| 14 | 第14週｜創意文案寫作訓練
Week 14｜Creative Copywriting Training
訓練學生撰寫吸引人的標題與廣告文字，掌握說服性語言的使用。
Training in writing compelling headlines and ad copy using persuasive language techniques. | |
| 15 | 第15週｜廣告腳本設計與分鏡圖繪製
Week 15｜Ad Script Design and Storyboarding
介紹分鏡圖製作，結合影像與腳本進行視覺表現規劃。
Introduction to storyboard creation, integrating visuals and script for planning visual execution. | |
| 16 | 廣告影片的前第16週｜廣告影片前製計畫
Week 16｜Pre-production Planning for Advertising Videos
學習攝影、場景、服裝、演員等前製要素的安排與時程規劃。
Study of pre-production elements including camera work, setting, costume, and actor scheduling. | |
| 17 | 第17週｜廣告影片後製與剪輯
Week 17｜Post-production and Video Editing
指導學生進行影片剪輯、配樂、特效與字幕處理。
Guidance on video editing, music selection, special effects, and subtitle production. | |
| 18 | 第18週｜期末作品展演與課程總結
Week 18｜Final Project Showcase and Course Wrap-up
學生發表最終廣告作品，進行同儕觀摩與綜合評量。
Students present their final advertising projects for peer review and comprehensive evaluation. | |