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Presentation
Presentation
This curricular unit focuses on acquiring the necessary tools to produce and realise an advertising campaign, trying to answer the questions: What is the role of the client briefing? What is the role of the creative briefing? What is the creative concept? What is the role of advertising production? What do narrative and audiovisual aesthetics applied to the product/brand consist of?
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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
3 | Mandatory | Português
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Code
Code
ULHT24-1-23407
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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
- Analyse advertising campaigns from a creative point of view. - Understand the media and teams involved in an advertising film. - Know the cinematographic and technological language applied to advertising. - Concepts of narrative and audiovisual aesthetics. - Concepts of audiovisual production. - Creative processes in advertising cinema. - Designing and producing an advertising campaign.
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Objectives
Objectives
- Learning about different forms of the creative process. - To realise that creativity is not a gift reserved for a select few, but that it is a capacity that we all have and must enhance. - Learn to use different creative techniques deliberately and systematically. - Apply creative thinking to different areas of communication. - Bringing students closer to real creative and advertising production scenarios. - Working proactively in groups.
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Teaching methodologies
Teaching methodologies
The course is taught using the Samsara Model.
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References
References
RABIGER, Michael. (2003) Directing film techniques and aesthestics, Focal Press. KATZ, Steven d. (1991) Film directing, Shot by Shot, visualizing from concept to screen, Focal Press. HART, John (2008) The Art of the Storyboard A Filmmaker’s Introduction. Published by Elsevier. JOANNIS, H. (1992) El proceso de creacio¿n publicitaria. Bilbao: Editorial Deusto. LORENTE, J. (1989) Casi todo lo que se¿ de publicidad. Barcelona: Ediciones Folio.
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Assessment
Assessment
Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.
Exemplo:
Descrição
Data limite
Ponderação
Processo criativo, apresentado na plataforma digital Miro.
Continua
25%
Dossier de produção referente ao objeto audiovisual a produzir 25%
Continua
25%
Objeto audiovisual final
Final
25%
Dossier de A a Z do processo
Final
25%
Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...
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Mobility
Mobility
No
