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Presentation
Presentation
The concept of advertising has evolved in line with globalisation, the democratisation of tools, and the diversity of available media. Today, advertising is synonymous with brand communication, encompassing content that is mobile, programmatic, social, native, among others. We live in a context where advertising is "augmented." Terms such as advertainment, viral, buzz, tryvertising, branded content, neuromarketing, advergaming, ambush, growth hacking, prankvertising, experiential marketing, cross-device, and transmedia are part of the vocabulary of advertisers' communication plans. Within this web of concepts and advertising strategies, audiovisual advertising plays a crucial role in communication and in the relationship with audiences. This module focuses on acquiring the necessary tools to produce and execute an advertising campaign, seeking to answer the question: what is the role of creativity in advertising campaigns?
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT160-24613
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
The analysis of the different times of advertising using campaigns that mark the time and the context in which they are made; the investigation of relevant campaigns in the advertising world; reflecting on the role of the director in the campaigns shown and experimenting with the different ways of approaching an advertising campaign will allow students to achieve their goals and increase their skills in the area.
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Objectives
Objectives
- Know the current reality of the advertising industry and business in the 19th century. XXI. - Analyze advertising campaigns from a creative point of view. - Understand the means and teams involved in an advertising film. - Know the cinematographic and technological language applied to advertising. - Concepts of narrative and audiovisual aesthetics. - Basic concepts of audiovisual production. - Creative processes in advertising cinema. - Thinking about and producing an advertising campaign.
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Teaching methodologies
Teaching methodologies
Samsara Pedagogical Model: - Adapts teaching to the individual needs of each student; - Recognises and values different ways of learning, allowing each student to follow their own pace and learning style; - Digital tools are used to personalise content and engage students in a more interactive way; - Stimulates collaboration, creativity, and critical thinking. Encourages sustainable practices and environmental awareness; - Utilises continuous assessment methods to monitor students' progress; - Continuous assessments provide constant feedback and support the development of students; - Promotes the integration of different areas of knowledge, breaking away from the traditional segmentation of subjects; - Encourages the connection between different forms of knowledge to provide a more comprehensive and contextualised understanding, and is committed to the inclusion of all students, regardless of their differences.
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References
References
LORENTE, J. (1989) Casi todo lo que se¿ de publicidad. Barcelona: Ediciones Folio. MORENO, I. (2003) Narrativa Audiovisual Publicitaria. Barcelona: Paido¿s. BASSAT, L. (1994) El libro rojo de la publicidad, Barcelona, Folio. GONZÁLEZ Requena, J. (1995) Espot Publicitario o las metamorfosis del deseo: ed. Ca¿tedra, Madrid, VÁZQUEZ, Bele¿n Lo¿pez (2007) Publicidad Emocional - Estrategias creativas: ed. business&Shool Esic, Madrid.
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Assessment
Assessment
AVALIAÇÃO
Divide-se em 3 momentos:
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- 6 desafios. 40%
- Filme publicitário 40%
- Dossier de A a Z* do processo. 20%
* Processo de A a Z: (Objecto final. Apresentado numa plataforma, exemplo Canvas ou similar, um resumo dos passos desenvolvidos até à apresentação do filme final. Deverá ser apresentado oralmente em sala de aula, sem acesso a tecnologia. Seguido de perguntas e respostas.
ASSIDUIDADE
As presenças são controladas. Aos 30 minutos do início da aula é feita a chamada. Caso o aluno/a não se encontre é marcada falta. Caso o aluno/a se apresente depois do tempo de tolerância pode assistir à aula independentemente de ter sido marcada falta. Caso haja justificação para o atraso ou falta do aluno/a a mesma tem de ser entregue à coordenação.
O regulamento do aluno determina a presença obrigatória em 3/4 das aulas.
EXAME
O exame consistirá na realização de uma prova com o mesmo formato da avaliação contínua. Admite-se a possibilidade de haver uma prova prévia de admissão ao exame.
Qualquer plágio ou exercício que não tenha sido integralmente realizado por alunos em contexto de exame será punido com a atribuição da nota 0 (zero).
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Mobility
Mobility
Yes
