Class Advertising Theory and Practices

Based on theoretical and practical assumptions, in a convergent hybrid dynamic, the curricular unit is a space for contact, learning and experimentation for students with the advertising sphere, enabling them, through teaching, consolidation and applicability of the necessary knowledge, for a holistic perception of the area. To this end, it is crucial to understand advertising, in a conceptual and empirical dimension. As a consequence, classes are simultaneously expository and operational, meaning that the dual teaching method meets the curricular unit's learning objectives.

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1. Advertising: a broad view - evolution, framework, premises, foundations and approaches: 1.1. the history of advertising: the first commercial advertisements in the press, the era of radio and television (contribution to the development of consumption and globalization) until the digital revolution and social networks; 1.2. the main advertising schools (fundamentals of advertising psychology: persuasion, cognitive dissonance theory, memory processes - short / long term, etc.); 1.3. the challenges of ethics.     2. Everyday advertising: a holistic reflection;     3. The advertising agency and the briefing; 4. Creativity and the creative process;     5. Creative strategy and advertising effectiveness.

The teaching methodologies are multifaceted, as they fosters the development of both individual skills (tests) and collective skills (group projects), since the assessment of the course unit encompasses several stages, combining theoretical and practical exercises. Within this same framework, two methods are integrated: Problem-Based Learning (ProblemBL)-a student-centered approach in which learning occurs through group-based problem-solving or case studies, promoting critical thinking and the practical application of knowledge + Problem-Solving Methodology (PSM) - a structured process for identifying, analyzing, and solving problems in a logical and efficient manner, involving the definition of the challenge, the analysis of its causes, the generation of ideas, and the implementation of the chosen solution.

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