Subject

Creative Advertising

  • code 11000
  • course 3
  • term Semester 1
  • type op
  • credits 5

Main language of instruction: Catalan

Teaching staff

Head instructor

MsU Mònica MESTANZA - mmestanza@uic.es

Office hours

By means of the system of previous date for a correct organisation of the times.

Introduction

Discover the creative activity from the professional advertising point of view. The advertising understood as a business organisation (with departments, rols and people), with a system and a methodology to create and to produce advertising pieces.

Approach of the matter:
- Approach of ‘advanced’ initiation for the creativity.
- To be professional and looking for results. Will be able to choose any work to incorporate in a portafolio or to presentate to advertising festivals (Drac Novell or Laus).
- With a theoretical base focused to the practical. Especially the learning it has been through exercises and projects to potentiate the ‘doing by learning’. The 75% of the subject is practical.
- The methodology used in class looks for an intense and dynamical work, active listening and the participation from the students.
- There is team work and individual work, in and out of school schedule.

Pre-course requirements

- Availability and motivation for the learning.
- Basic management of any graphic self-publishing program.
- Nice attitude, participation at the group-class andequitable work at the work-teams.


Objectives

1. Know the advertising activity in the economic, social and cultural entourage. Also to familiarise with the creation, presentation and production of advertising pieces.

2. Comprise the rol and the function of the Creative Director in the professional organisation of the advertising agency.

3. Stimulate the students to realise works more creative in the advertising field and wake up his critical capacity in front of the creativity of advertising pieces.

4. Infer in the advertising actuality to discover or deepen in the ad agencies and the professional creatives more influential to local, national and international levels.

Competences / Learning outcomes of the degree programme

  • 04 - The ability of self assessment and professional self management
  • 06 - The ability to act autonomously and responsibly
  • 07 - The ability to work in a group
  • 08 - The ability to organise time and workspace
  • 17 - The ability to confront difficulties and resolve problems
  • 18 - The ability to work under pressure
  • 21 - The ability of abstraction
  • 80 - Relational ability to establish a competent interaction between advertiser and agency
  • 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
  • 91 - Preparation to assume risks

Learning outcomes of the subject

- To develop in complex situations or that require to manage in looking for new solutions, as much from the academical as from the professional field.
- To be a Creative Director: to choose and to manage methods, processes, techniques and collaborators/dealers suitable to any advertising project.
- To apply properly the own advertising synergies and the strategic thought.
- To use the visual and audiovisual language in a creative way, to express and present contents in public (involve with our sphere of action).


 

Syllabus

It organises in 3 blocs:

1. Introduction
- Advertising creativity: idea vs concept, to create ideas and conceptualise
- Consumer, insight, positioning and competence
- The announcement and their standard formats
- Media and advertising supports: online and offline, conventional and no conventional.

2. Advertising creativity as an active value
- The creative process: breafing, layout, project process, creativity and core of communication
- Technical of analysis and techniques to generate ideas: brainstorming, mental map, Derivas, lateral and vertical thinking
- The strategical thinking: communication strategy and creative strategy
- New advertising creative proposals online and ongoing trends in a local, national and international scope
- Resources for the creativity: the execution of the campaigns
- The big advertising festivals.

3. The ad agency: a company organised around the creativity
- Currently panorama of the advertising creative sector ongoing in Spain
- The ad agency: departments, rols and tasks
- The creative department, the art department and the creative couple.

Teaching and learning activities

In person

With the teacher intervention:
- Work sessions with all group class
- Work sessions in groups reduced
- Coaching sessions in group.

Without intervention of the teacher:
- Individual autonomous work
- Autonomous work in group.

Priority formative activities:
- Master exhibitions
- Analyses of advertising campaigns
- Extension and documentation work
- Oral-visual-staged project presentations
- Exercises in class
- External visits
- Participation of professional guests
- Debates, colloquia, discussions
- Exam or tests.


 

TRAINING ACTIVITYECTS CREDITS
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.
1
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.
0.5
Peer learning. The aim of this activity is to ensure that students gain the ability to analyse and be critical. One way of achieving this is by correcting their peers' exercises and results, etc. Each student will be evaluated twice: as both a recipient and a transmitter of critical knowledge.
0.5
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc).
1.5
Focused Praxis. Handing in occasional exercises to learn theory through practice.
1.5

Evaluation systems and criteria

In person

Avaluables aspects:
- Creation, coaching and public presentation of projects, through a series of exercises at class
- Active listening and participation
- Research and analysis of the information
- Critical capacity
- Partial and final examination.

They will realise among 15-20 fast exercises at class and 2 more extensive projects (at squad), in addition to a partial examination and a final; continuum avaluation.

Weighting:
Exercises at class: 20% (of the final note)
Projects: 40%
partial Examination: 10%
final Examination: 20%
Activity at class (participation, attitude, evolution... ): 10%.

2nd announcement:
Suspend the subject at 1st announcement permits to recover it at 2nd announcement at function of the part suspended:
- The recovery of the final and partial examination realises by means of a new examination, with the temari and the ken acquired through the practice as a matter at examining.
- The recovery of the exercises and projects realises from a practical examination at a classroom with computers, where will reproduce in a small way any of the assignments that have developed along the subject.

IMPORTANT:

- DELIVERIES: the dates and schedules of deliveries of exercises and projects, presentations and examinations (partial and final) CAN NOT BE CHANGED.
- NOT HANDING/PRESENT: an exercise or project is a 0 at the corresponding part of the final note, and not to present at a final examination at an announcement implies to pass at the following announcement.
- ASSISTANCE: it is very recommended to be able to track the subject, given his highly practical character and of appraisal continued that it persecutes.
- PUNCTUALITY: it is not permitted to enter at class passed 10 min. of the hour.
- ORTOGRAPHICAL NORMATIVE (so much for exercises, projects and examinations): the faculty penalises with -0,5 points each fault of orthography and -1 point at works realised at house. The foreign students or with some difficulty of learning accredited penalises the ones with -0,25 and -0,5 points respectively.
- PLAGIARISM: any detection of plagiarism will be considered a grave fault.


Bibliography and resources

 

BASIC BIBLIOGRAPHY
- Barfoot, C., Burtenshaw, K. y Mahon, N., 2006. Principios de publicidad. El proceso creativo: agencias, campañas, medios, ideas y dirección de arte. Barcelona: Editorial Gustavo Gili
- de Bono, E., 2014. El pensamiento lateral: Manual de creatividad. Barcelona: Paidós
- de Bono, E., 1994. El pensamiento creativo: el poder del pensamiento lateral para la creación de nuevas ideas. 12ª Ed. Barcelona: Paidós
- Harrison, S., 2010. Creatividad. Madrid: Pearson Educación
- Jardí, E., 2012. Pensar con imágenes. Barcelona: Editorial Gustavo Gili 
- Mahon, N., 2011. Ideación. Cómo generar grandes ideas publicitarias. Barcelona: Editorial Gustavo Gili
- Pricken, M., 2004. Publicidad creativa. Ideas y técnicas de las mejores campañas internacionales. Barcelona: Editorial Gustavo Gili
- Ricarte, J. M., 2000. Creatividad y comunicación persuasiva. Vol. 4 Aldea global. Barcelona: UAB
- Solana, D., 2010. Postpublicidad. Reflexiones sobre una nueva cultura publicitaria en la era digital. 2ª Ed. Barcelona: Doubleyou
- Wiedemann, J., 2008. Advertising now online. Colonia: Taschen
- Webb Young, J., 1982. Una técnica para producir ideas. Madrid: Ediciones Eresma.

 

RESOURCES

 

Free fonts:
www.dafont.com
www.1001freefonts.com
www.typography.com

 

Colour tools:
https://color.adobe.com/es/create/color-wheel/
https://www.degraeve.com/color-palette/



 

 

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