Fundamentals of Human Communication II
Module: Global Trends
Matter: Anthropology
Main language of instruction: Spanish
Head instructor
Dr. Jorge Francisco PUIGDOMÈNECH - jpuigdomenech@uic.es
Office hours
By email and personally, by appointment.
The subject of Elements of the Human Communication II aims to study the different shapes and concepts of the human being which is present in the context of communication. Drawing on the theories of the philosopher Julián Marías, a disciple of Ortega y Gasset and leading figure in Spain at the time to highlight the inherent anthropological communication phenomenon, and his anthropological concepts relating to the approaches of the German School of Advertising, it proposes a theoretical approach to the central concept of person, identified in three contexts, cinema, radio and television, in the practical part of the course.
No pre-course requirements are needed to enrol in this subject.
The students of "Elements of the Human Communication II " will be able to show the following outcomes:
• Capacity to apply the knowledge acquired in the matters of philosophy of the image, anthropology and analysis of contents.
• Capacity to design and realise models of interpretation and criticise, as well as to analyse and interpret data.
• Capacity to design contents for an advertising production and satisfy the needs with real limitations, such as how economic, environmental, social, political, ethical, health and security, promotion and sustainability.
• Capacity to work in multidisciplinary teams.
• Capacity to identify, formulate and resolve problems of interpretation of contents of communication products.
• Understanding of the ethical and professional responsibility.
• Capacity to communicate.
• Necessary general education to comprise the impact of communication contents in a world-wide context, economic, human and social.
• Recognition of the need and the capacity to take part in a permanent continuous learning setting.
• Knowledge of the contemporary problems.
• Capacity to use the technical skills and modern tools of production and analysis of advertising contents.
· 1st session
Presentation: objectives, methodology and evaluation
Advertising communication and human sciences
Analysis of radio advertising contents I
· 2nd session
Local and global communication
Analysis of radio content advertising II
· 3rd session
Artistic creation and advertising: materialism and idealism
Analysis of radio content III
· 4th session
The communicative Querelle: old versus modern
Analysis of cinematographic advertising contents I
· 5th session
The role of the unconscious in advertising
Analysis of cinematographic advertising contents II
· 6th session
Theoretical-practical exercise of continuous evaluation
· 7th session
Dynamics of human communication I
Analysis of cinematographic advertising contents III
· 8th session
Dynamics of human communication II
Analysis of television advertising content I
· 9th session
Music as a communicative phenomenon
Analysis of television advertising contents II
· 10th session
Significance of audiovisual language
Analysis of television advertising contents III
· 11th session
Audiovisual advertising and materialization of the spot
Analysis of general advertising content I
· 12th session
Psychological effects of advertising communication
Analysis of general advertising contents II
· 13th session
Philosophy or brand style
Analysis of general advertising content III
· 14th session
Rhetoric and dialectics: language and communication in the 21st Century
Analysis of general advertising content IV
TRAINING ACTIVITY |
ECTS 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. |
2 |
Focused Praxis. Handing in occasional exercises to learn theory through practice. |
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 |
Following the model of continuous evaluation, students will answer to a questionnaire on each of the sessions (40%). At the end of the course there will be a written exam on topics covered in the course (60%). For the second call, the student who has not passed the test must exceed analogous to that of the first call written test.
LIPOVETSKY, Gilles: La felicidad paradójica: ensayo sobre la sociedad de hiperconsumo. Barcelona: Anagrama, 2010.
MARÍAS, Julián: Persona. Madrid: Alianza, 1996.
McLUHAN, Marshall: Comprender los medios de comunicación. Las extensiones del ser humano. Barcelona: Paidós, 1996.
ORTEGA y GASSET, José. La rebelión de las masas. Madrid: Espasa-Calpe, 2009.
PUIGDOMÈNECH, Jordi: Lecciones preliminares de Estética. Ensayos sobre la belleza. Madrid: EAE, 2012.
SEMPERE, Pedro J.: La comunicación audiovisual. Madrid: Instituto Nacional de Publicidad, 1968.
TORRALBA, Francesc: El arte de saber escuchar. Barcelona: Milenio, 2007.