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Presentation
Presentation
The concept of advertising has evolved in response to globalisation, technological democratisation, and the diversity of platforms. Today, it asserts itself as integrated brand communication through formats such as branded content, advertainment, and transmedia narratives. In this ecosystem, audiovisual advertising is strategic in the relationship between brands and audiences. The relevance of this course unit lies in its simulation of the professional workflow, structured into two moments: strategic development within an agency context (briefing and concept) and technical realisation within a production company context (production and directing). The unit intervenes in creative management and technical execution, enabling students to plan and produce campaigns. By articulating critical thinking with "know-how" practice, it prepares students for the narrative and technological challenges of a shifting industry, proved essential for their future integration into the labour market.
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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
The Agency: Strategy and Creativity Structure of the advertising industry. Analysis of audiovisual campaigns. From Client Brief to Creative Brief. Development of the creative concept. Narrative, storytelling, and brand communication. Creative pitch and client presentation. The Production Company: Production and Directing Pre-production, production, and post-production. Cinematic language applied to advertising. Organization of technical and creative teams. Production and directing of an audiovisual advertising campaign. Campaign adaptation for different platforms and formats. Presentation and critical evaluation of the final project.
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Objectives
Objectives
At the end of the course unit, students should be able to: - Analyse a Client Brief and translate it into a Creative Brief; - Develop a creative concept aligned with a brand's communication objectives; - Strategically plan an audiovisual advertising campaign; - Apply the principles of narrative, storytelling and cinematic language to advertising communication; - Understand and manage the different stages of audiovisual production, from pre-production to post-production; - Work effectively as part of a team, undertaking different roles in the development of an audiovisual project; - Conceive, produce and present an audiovisual advertising campaign, justifying the strategic, creative and technical decisions adopted.
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Teaching methodologies
Teaching methodologies
The unit adopts the SAMSARA/FILMEU pedagogical model, an active student-centred methodology based on Challenge-Based Learning. Students develop an audiovisual advertising campaign inspired by professional practice, covering all stages from Client Brief analysis to final production. The lecturer acts as a mentor, guiding and promoting critical reflection throughout the project. Each student documents their work on a digital platform, recording the research process, creative and technical decisions, and the project's evolution. Assessment is continuous and process-oriented, valuing the learning journey, the response to proposed challenges, collaborative work, and the quality of the campaign produced.
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References
References
Bibliografia Fundamental Barry, P. (2016). The Advertising Concept Book. Thames & Hudson. Bassat, L. (2017). El Libro Rojo de la Publicidad. Debolsillo. Block, B. (2020). The Visual Story. Routledge. Brown, B. (2021). Cinematography: Theory and Practice. Routledge. Hart, J. (2008). The Art of the Storyboard. Elsevier. Joannis, H. (1992). El proceso de creación publicitaria. Editorial Deusto. Katz, S. (1991). Film directing, Shot by Shot. Focal Press. Moreno, I. (2003). Narrativa Audiovisual Publicitaria. Paidós. Murch, W. (2001). In the Blink of an Eye. Silman-James Press. Rabiger, M., & Hurbis-Cherrier, M. (2020). Directing. Routledge. Rea, P., & Irving, D. (2015). Producing and Directing the Short Film and Video. Focal Press. Sullivan, L. (2022). Hey, Whipple, Squeeze This. Wiley.
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Assessment
Assessment
PT
A avaliação é contínua e incide sobre o processo de aprendizagem e o desenvolvimento do projeto, distribuindo-se pelos seguintes momentos:
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Processo criativo e desenvolvimento do conceito - 25%
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Dossier de produção da campanha publicitária audiovisual - 25%
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Produção e realização do filme publicitário - 25%
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Portefólio final do projeto ("de A a Z"), documentando todas as fases do processo criativo e produtivo - 25%
Os trabalhos são desenvolvidos em grupo, constituindo a base da avaliação da unidade curricular. Contudo, a classificação final poderá ser ajustada individualmente em função da assiduidade, da participação ativa nas atividades letivas, do contributo efetivo para o desenvolvimento do projeto e do desempenho numa prova oral individual destinada a aferir o grau de apropriação dos conhecimentos e a fundamentação das opções estratégicas, criativas e técnicas adotadas.
A assiduidade é obrigatória e as presenças são objeto de registo em todas as aulas. É admitida uma tolerância máxima de 20 minutos relativamente ao início da aula.Nos termos do Regulamento do Estudante, é obrigatória a presença em, pelo menos, 12 das 15 aulas presenciais previstas para a unidade curricular.
ENG
Assessment is continuous and focuses on the learning process and project development, distributed across the following stages:
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Creative process and concept development - 25%
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Production dossier for the audiovisual advertising campaign - 25%
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Production and directing of the advertising film - 25%
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Final project portfolio ("from A to Z"), documenting all stages of the creative and production process - 25%
Projects are developed in groups, forming the basis of the course unit's assessment. However, the final grade may be adjusted individually based on attendance, active participation in classroom activities, effective contribution to the project's development, and performance in an individual oral exam designed to assess the level of knowledge acquisition and the justification of the strategic, creative, and technical decisions adopted.
Attendance is mandatory, and a record of presence is kept for all classes. A maximum tolerance of 20 minutes from the start of the class is allowed. In accordance with the Student Regulations, attendance is compulsory for at least 12 out of the 15 scheduled face-to-face sessions for the course unit.
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Mobility
Mobility
No
