Universitat Internacional de Catalunya
Soundtrack
Teaching staff
Office hours will be available to the student in the first week of class. Students are encouraged to personally contact their teacher in order arrange an appointment
Introduction
Soundtrack is one of the most important elements of the Narrative in any kind of audiovisual project. Music, voice, sound effects and silence in the Advertising are really powerful tools of persuasion.
This subject seeks to transmit that importance to the student and also endow them with the necessary knowledge, historical, theoretical and practical. For this assignment we approached all narrative languages, especially on new technologies: virtual reality, YouTube, social media…
Pre-course requirements
No pre-course requirements are needed to enrol in this subject
Objectives
The main objective of the subject is to provide the student with the necessary knowledge about sound treatment in advertising projects. In the same way the student will know the management of the tools to bring this knowledge into practice.
Competences/Learning outcomes of the degree programme
- 41 - The ability to understand and apply lighting and sound techniques of a film production
- 46 - The ability to understand and apply the different lighting, graphic and staging resources
- 48 - The ability to understand and apply the expressive possibilities of new technologies
- 52 - The ability to design and critique an audiovisual script
- 60 - Knowledge and mastery of the techniques of continuous narrative transmission
- 67 - Knowledge and mastery of the digital culture
- 74 - Knowledge and mastery of multimedia messages
- 83 - The ability and capacity to give form to a creative message
- 87 - The ability and capacity to use technology and communicative techniques
- 90 - The ability of insight, ingenuity and creativity
- 93 - To know how to manage time
Learning outcomes of the subject
- Thinking about sound, knowing their properties and taking advantage of their communicative potential
- Know specific cases of different ways of working with music, voice, sound effects and silence in advertising
- Analyze advertising from audiovisual narrative
- Use audio editing tools
- Ability to create advertising projects
- Handling of sound language on the internet
- Knowledge of the different channels of music diffusion on the internet
- Using technological tools in advertising creation
- Empowering the creative side in project design
- Ability to create an advertising campaign attending to different musical products
Syllabus
Part 1 - Sound and new technologies: uses, tools and new experiences on Advertising
1.1 Virtual reality: a new audiovisual language and immersive experiences.
1.2 Interactivity and sound: how to relate to music beyond listening and dancing.
1.3 Channels for the music diffusion: the promotion of a musical project.
Part 2 - The soundtrack on Advertising: identity, marketing and persuasion
2.1 Listening to Advertising: a story of the greatest soundtracks of consumption
2.2 Music, advertising and persuasion: how does music affect the consumer / user?
2.3 Sound identity: voices, musical styles and brands
2.4 Marketing, artists and popular music products on the internet
Teaching and learning activities
In person
| TRAINING ACTIVITY |
|---|
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. |
Evaluation systems and criteria
In person
Practices/projects: 60%
Final exam: 40%
Bibliography and resources
ADORNO, T. W, Eisler, H (2003): El Cine y la Música. Fundamentos: Madrid.
BETÉS RODRÍGUEZ, K. (2002): El Sonido de la persuasión : relatos publicitarios en la radio. Valencia : Universidad Cardenal Herrera-CEU.
CHION, M. (1999): El sonido: Música, cine, literatura… Paidos: Barcelona.
GERTRUDIX BARRIO, M. (2003): Música y narración en los medios audiovisuales. Laberinto. Madrid, 2003.
GUIJARRO, T., MUELA, C. (2000): La Música, la voz, los efectos y el silencio en publicidad: la creatividad en la producción del sonido. Madrid: CIE-Dossat.
GUSTEMS, J. (coord.) (2012): Música y sonido en los audiovisuales. Barcelona: Publicacions i Edicions de la Universitat de Barcelona.