Subject

Production and Filming

  • code 10042
  • course 4
  • term Semester 1
  • type OB
  • credits 6

Main language of instruction: Catalan

Teaching staff

Introduction

The subject aims for the student to know and identify what processes make it possible for an advertising idea to become a commercial; that is, to be aware of all the stages and processes that make possible to move from the idea to the tv ad.

Production and realization are two very different areas, but they are always connected. Therefore, it will be logical that during the course we will passed from one to the other naturally. On one hand, the most theoretical part of the realization and production will be worked and, on the other hand, the most creative side of the advertising process will be studied.

Likewise, we will learn to distinguish the different phases that make up the production and realization process of a television commercial (preproduction, production and postproduction) as well as to know the different agents that participate in this process.

Pre-course requirements

No specific prerequisites are required to pursue this subject. However, it is advisable to have previously completed the following subjects: Advertising Language, Plato, Television Communication (First course); Advertising Language Workshop (Second course) and Audiovisual Narrative Techniques (Third course).

Objectives

The main objective of the subject is to teach the student to become aware of all the phases and tasks that make up the process of creating a commercial from the point of view of its execution, both in its organizational aspect (production), as in the creative (the realization).

The secondary objectives are, on one hand, to strengthen their knowledge of language and audiovisual narrative techniques and, on the other hand, to reach artistic and analytical criteria when analyzing and elaborating in a coherent way the different documents that make up the process of realization of a commercial.

Competences / Learning outcomes of the degree programme

  • 01 - The ability to plan technical resources
  • 02 - The ability to plan human resources
  • 03 - The ability to plan personal resources (personnel, materials, seasonal...)
  • 05 - The ability to learn autonomously
  • 06 - The ability to act autonomously and responsibly
  • 07 - The ability to work in a group
  • 24 - The ability to plan and carry out audio visual and cinematographic projects
  • 25 - The ability to plan and carry out the economic repayment of a film or product
  • 26 - The ability to coordinate yourself and /or work together to / with a team
  • 41 - The ability to understand and apply lighting and sound techniques of a film production
  • 42 - The ability to understand and apply the techniques and methods of film editing and post production
  • 43 - The ability to understand and apply different television genres and formats
  • 44 - The ability to understand and apply the various stages of development of a television programme
  • 45 - The ability to understand and apply different types of programme scripts
  • 46 - The ability to understand and apply the different lighting, graphic and staging resources
  • 47 - The ability to understand and apply the processes of television programme creation
  • 48 - The ability to understand and apply the expressive possibilities of new technologies
  • 51 - The ability to understand and apply the theories and techniques of image
  • 52 - The ability to design and critique an audiovisual script
  • 53 - The ability to design and critique an audiovisual or media product

Learning outcomes of the subject

The student's learning results once the subject is completed are the following:

Know the different stages of the process of creating an advertising spot: from the idea to the postproduction, through the production.

Distinguish the different agents and roles that make up the production of an ad.

Know how to work an advertising order, executing each and every one of the phases of creating the ad.

Know how to present a project clearly exposing the ideas and making the proposal attractive.

Know how to prepare the different documents that are necessary in the process of making an announcement: from a production budget to a call sheet, through the storyboard, etc.

Have organizational capacity and know how to lead teams.

Reach the technical bases of audiovisual narrative applied to television advertising.

Use audiovisual narrative resources to adequately express creativity through models, moodboards, etc.

Know how to use different expressive audiovisual techniques.

Syllabus

1. Television advertising

              1.1. Evolution and stages of television advertising

              1.2. Audiences

              1.3. TV advertising formats

              1.4. The legal framework of television advertising

              1.5. Main characteristics of television advertising

              1.6. Structure of advertising audiovisual production

 

2. The spot

              2.1. Formal features and general structure of the commercial

              2.2. TV commercial typology

              2.3. Resources and figures in the creation of a spot

              2.4. Fundamentals of audiovisual language applied to advertising

              2.5 The briefing as the starting point of the spot

 

3. Pre-production

              3.1. The realization plan

                             3.1.1. The initial idea

                             3.1.2. The literary script

                             3.1.3. Moodboard

                             3.1.4. The storyboard

                             3.1.5. The animatic

                             3.1.6. Shooting board

                             3.1.7. The mockup

             3.2. Production plan

                             3.2.1. The script breakdown

                             3.2.2. Locations and permissions

                             3.2.3. Equipment rental

                             3.2.4. Casting

                             3.2.5. Insurance

                             3.2.6. Budget and feasibility

             3.3. PPM

 

4. Production and post-production

             4.1. Film crew: members and tasks

             4.2. The shooting schedule

             4.3. The call sheet

             4.4. Commercial filming: conditions and aspects to consider

             4.5. On-line and off-line editing

             4.6. Sound design

             4.7. The final presentation

Teaching and learning activities

In person

The work methodology of the subject is based on a previous theoretical knowledge that will be put into practice through the different exercises that will be developed during the course. The objective of the practices (which will be individual and group) is to know all the phases and processes that make up the production of a tv commercial.

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.
  • 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.
  • 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.
  • 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.

ECTS CREDITS:
  • 2,6
  • 1,5
  • 0,4
  • 1,5

Evaluation systems and criteria

In person

In this subject students will take two partial exams that will be composed of the theoretical contents of the course and will also contain questions related to the reading of articles that will be proposed throughout the course.

Likewise, students will complete a total of five practices, three of them will be worked individually and the remaining two in a group. There will also be a final group practice that can be optional delivered with the option of uploading the final grade (this optional practice will have a percentage of 10% on the final grade).

Both partial exams and practices will be subject to the spelling regulations of the Faculty.

The percentages that will be applied in this subject to conform the final global mark will be the following:

First partial exam (October 29, during class time): 15%

Second partial exam (date to be fixed, during the January exams): 15%

Practice 1 (individual) - 30 September
Analysis of a commercials bloc: 10%

Practice 2 (individual) - 21 October
Analysis of spot typologies: 10%

Practice 3 (group) - 18 November
Initial idea and literary script: 10%

Practice 4 (individual) - 25 November
Moodboard and storyboard: 20%

Practice 5 (group) - 16 December
Budget, shooting schedule and call sheet: 20%

In order to access the continuous evaluation it is necessary to have presented each and every one of the five practices that form the continuous evaluation and to have submitted to the two partial exams.

If this is not the case or if the student does not pass the subject in the first call, he will pass to the second call, which will be governed by the following specifications: a final exam consisting of all the contents of the subject (30% of the final grade), the individual delivery of the five practices specified above (50% of the final grade) and the mandatory delivery of an analytical test on a spot (20% of the final grade).

Specific percentage of the practices to be delivered in the second call:

Practice 1 (individual) - Analysis of a commercials bloc: 5%

Practice 2 (individual) - Analysis of spot typologies: 5%

Practice 3 (individual) - Initial idea and literary script: 10%

Practice 4 (individual) - Moodboard and storyboard: 15%

Practice 5 (individual) - Budget, shooting schedule and call sheet: 15%

Bibliography and resources

Bassat, L. (1993). El libro rojo de la publicidad. Barcelona: Plaza & Janés Editores.

Comparato, D. (1989). El guió: art i tècnica d’escriure per al cinema i la televisió. Bellaterra: Publicacions de la Universitat Autònoma de Barcelona.

Fernández Díez, F. & Martínez Abadía, J. (1999). Manual básico de lenguaje y narrativa audiovisual. Barcelona: Paidós.

Rey, J. (1996). Palabras para vender,  palabras para soñar. Introducción a la redacción publicitaria. Barcelona: Paidós Comunicación.

Saborit, J. (2000). La imagen publicitaria en televisión. Madrid: Cátedra.

Santana, E. (2017). Tapas de publicidad. Barcelona: Promopress.

 

Web References:

Throughout the course, students will be provided with a series of online articles and references according to the needs and interests of the group.

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