Universitat Internacional de Catalunya
Anglès Professional per a Comunicació I
Professorat
Presentació
Professional English for Audiovisual Communication I is a 4 credits course. It will be taught during the first semester of the Audiovisual Communication course (students of 4th year) and will be focused on the field of advertising.
Brands and advertising are changing. Today, brands are not using advertising just to "sell" their products. They want to establish conversations with their consumers to create an emotional bond with them. In this new environment, the role of audiovisual communication is very important.
In the digital world, video has become the most widely used communication format, and it’s estimated that by 2022 online video will represent 82% of all internet traffic. And usually, these videos are produced and communicated in English, by large the most used language in social networks and global media. Therefore, this subject aims to facilitate the knowledge of two complementary languages: The "audiovisual" language used by brands to communicate their messages and English, as the main language of the advertising world.
Requisits previs
The entire subject will be taught in English, so it is necessary to understand the language to follow the classes and be able to work with the different materials that will be shared during the sessions.
Objectius
The main objective is to familiarize students with the processes of advertising creativity in audiovisual format, from the previous development of ideas to their subsequent production.
These processes will always be developed in English, to let students acquire the vocabulary of a global sector in which internationalization is part of the daily activities of advertising agencies and production houses.
Competències/Resultats d’aprenentatge de la titulació
- 01 - Capacitat d'adaptació a circumstàncies variables
- 02 - Capacitat de comprensió, acceptació de critiques i correcció d'errors
- 03 - Capacitat per administrar i gestionar recursos humans i tècnics
- 04 - Capacitat per treballar en equip i autònomament
- 05 - Capacitat per organitzar temps i espai
- 06 - Capacitat de desenvolupar rigor acadèmic, responsabilitat, ètica i professionalitat
- 07 - Capacitat per aplicar la deontologia i el respecte pel gremi audiovisual
- 08 - Capacitat d'anàlisi crítica, síntesi, concreció i abstracció
- 09 - Capacitat per objectivar i quantificar i interpretar (dades, estadístiques )
- 10 - Capacitat per afrontar dificultats i resoldre problemes
- 11 - Capacitat per generar debat i reflexió
- 12 - Capacitat de complir amb els terminis previstos, desenvolupar la puntualitat i el respecte pels recursos humans, tècnics i material
- 13 - Capacitat de crear comunicació oral i escrita
- 19 - Capacitat de documentació informativa
- 21 - Coneixement i domini de la cultura digital
- 24 - Capacitat de planificació i organització de projectes a curt i llarg termini
- 25 - Capacitat de potenciar al màxim el desenvolupament creatiu
- 26 - Capacitat de desenvolupar sentit del gust i la perfecció en l'acabat final i estètica dels projectes
- 50 - Capacitat per adaptar-se, entendre i aplicar les possibilitats expressives de les noves tecnologies i els seus canvis futurs
- 53 - Capacitat lingüística en català, castellà i anglès
- 54 - Capacitat de fer us amb habilitat la bibliografia, terminologia i estructures lingüístiques de la llengua anglesa relacionades amb l'àmbit de la Comunicació.
Resultats d’aprenentatge de l’assignatura
At the end of the course, 4th year students will be able to prove the following learning benefits:
• The importance of audiovisual formats for brands.
• The importance of working without frontiers. The world is our labor market.
• The key phases of the creative process, from research and strategy to the execution of the creative piece.
• The different audiovisual formats used in current advertising.
• Have tools that allow access to the labor market, both in advertising agencies, as well as production houses, in-house departments, etc.
• Knowledge of the vocabulary of the sector.
Continguts
The content of the subject is both theoretical and practical. Theory is essential to help students understand key concepts of advertising strategy and the creative process. Practical exercises will help them to integrate and assimilate theory.
1. Introduction (MC): Explain the purpose and structure of the subject:
All brands communicate. Engagement: How to get it through content. How brands use content to define their DNA and their TONE OF VOICE and why some brands are becoming direct producers of content.
2. Today's audiovisual advertising (MC): Brand advertising; product advertising; rational advertising; emotional publicity The impact and persuasion of advertising pieces.
3. The Brief (C): What is it? How to write it? How is it interpreted? Introduction of concepts as Key message; Insight, Reason why, Reason to believe; USP; brand positioning...
4. Research and strategic planning (MC): Current trends in advertising research. Big data. How to manage research, utilities, etc. What is a planner? Origin, agency planners, the importance of strategy in the creative process. Insights and the importance of the cultural background.
5. The creative process. The concept (MC): What is the creative concept. Different theories. How to identify it? How to think about concepts. Big idea.
6. The creative process. Creativity (FC): Resources for creative people: Brainstorming, random words, analogies ... How to make the idea fit into the concept. Storytelling, key visual and other creative resources.
7. Advertising audiovisual language (MC). How it has evolved from its beginnings to present day.
8. Advertising in social networks (C): Tik Tok, Instagram, Facebook ... Examples and best cases. How to succeed in content creation for social network. Segmentation by targets.
9. CREATIVE WORKSHOP (W): Shoot pieces for social networks from a brief. Value the ideas shot in class.
10. Branded Content (MC): Definition. What is Branded Content? What is its purpose? Examples and cases of success.
11. Storytelling (FP). Importance of the storytelling in the construction of an audiovisual piece. Tips and guides to build the storytelling of our ideas.
12. The creative process. Presentation (C): 50% of the success of an idea depends on the presentation. You only have one chance. How to "sell" an idea. Sales techniques. Presentation techniques, etc.
13. Presentation of creativities (FP): Students will present ideas about a previously given brief. The presentation will be done in front of the class.
14. The preliminary phase of the audiovisual creative piece (MC): Script, storyboard, animatic, videomatic ...
15. The processing of realization. (MC): Dossier of production. Why it’s done , how it is made, what it should contain. PPM: What is it, who attends… The filming. Examples.
16. Shooting (W). Shooting of the pieces developed by the students on the previous weeks.
17. Offline and online (MC). The different steps of postproduction. Which professionals are involved in each stage?
18. The future of audiovisual advertising (MC): Advertising pieces in 3D. Mapping. VR. Augmented reality…
19. The advertising-audiovisual sector (C): Situation of the market and who are its protagonists. Which agencies are the most relevant. Which producers are the ones that are developing the best campaigns, etc.
20. Debate (W). From a press article on the current state of audiovisual communication, students will participate in a debate, in which they will have to defend and argue their positions in front of the rest of the class.
Metodologia i activitats formatives
Modalitat totalment presencial a l'aula
| ACTIVITAT FORMATIVA | CRÈDITS ECTS |
|---|---|
| Classes magistrals: a les classes magistrals, el professor, no només transmet continguts o coneixements, sinó també, i sobretot, actituds, motivació, aptituds, valors, etc. També facilita que els assistents puguin manifestar les seves opinions i els seus arguments enfront de la resta d'estudiants. | 2 |
| Seminari. aquesta activitat que consistirà a aprofundir monogràficament en temàtiques específiques, d'especial actualitat en alguns casos, socialment debatudes, mitjançant treball actiu en grups reduïts. | 1 |
| Taller: espai de treball eminentment pràctic, en el qual s'adquireixen competències (comportaments observables i habituals que condueixen a l'èxit en l'acompliment d'una funció o tasca) pertanyents a matèries pràctiques o també teòriques (capacitats intel·lectuals, lògiques, crítiques, d'aprenentatge intel·lectual, estudi, citació, etc.). | 1 |
Sistemes i criteris d'avaluació
Modalitat totalment presencial a l'aula
- 10% of class attendance. Required.
- 40% of the exercises performed in class and participation.
- 50% final exam.
Bibliografia i recursos
- De Bono, Edward. (2016) Lateral Thinking. A textbook of creativity.
- Ogilvy, David. (2011) Confessions of an advertising man.
- Walter, Ekaterina. (2014) The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand.
- Judkins Rod. (2016) The Art of Creative Thinking.