Universitat Internacional de Catalunya
Creative Advertising
Teaching staff
Through a previous date (by email) for a correct organisation of the time.
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 (IMMA Awards, 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 and equitable work at the work-teams.
Objectives
1. To know the ongoing advertising activity at the economical-social-cultural environments and also the creation, the presentation and the production of advertising pieces.
2. Comprise the rol and function of the Creative Director toward the professional organisation of the advertising agency.
3. Stimulate students to work more creatively in the advertising field and wake up his critical capacity in front of the creativity ad pieces.
4. Discover the actuality of some influential agencies and creative people at the local, national and international field.
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.
- Discover the creative rol in any advertising or PR organisation to: choose and manage processes, methodologies, technicians and collaborators/suppliers to adapt to any typology of 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 is organised in 3 blocs:
1. Introduction
- Advertising creativity: idea vs concept, to create ideas and conceptualise
- Consumer-target, insight, positioning, USP 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.
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
- Johnason, S., 2011. Where good ideas come from: The natural history of innovation (ebook). NY: Riverhead Books
- 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 image banks:
www.freejpg.com.ar
www.morguefile.com
www.wga.hu/index1.html
Colour tools:
https://color.adobe.com/es/create/color-wheel/
https://www.degraeve.com/color-palette/
Free fonts:
www.dafont.com
www.1001freefonts.com
www.typography.com