Class Production for Platforms Workshop III: Advertising

The concept of advertising has adapted to that of globalization, that of the democratization of tools and also to the diversity of the media. Advertising today is brand communication, content, mobile, programmatic, social, native, etc. We live in a context where advertising is "increased". Advertainment, viral, buzz, tryvertising, branded content, neuromarketing, advergaming, ambush, growth kacking, prankvertising, experiential marketing, cross-device, transmedia are some concepts in advertisers' communication plans. In all this texture of concepts, advertising and commercial strategies, audiovisual advertising plays an important role in communication and relationship with audiences. 

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.

This course is characterised by an active methodology centred on challenges. (Filmeu Pedagogical Framework Samsara). The student, based on their interests, prioritises the adequacy of their objectives, guided by the teacher. The teacher is responsible for monitoring, encouraging and motivating the participants' learning process. The student is invited to respond to a set of challenges presented on a digital platform, where the entire ongoing research process is recorded.

SULLIVAN, Luke, (1998), Hey Whipple, squeeze this - A guide to creating great ads: ed. Wiley

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.