Universitat Internacional de Catalunya

Workshop: Advertising Spot

Workshop: Advertising Spot
6
16345
3
Second semester
OB
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Introduction

From strategic conceptualisation to final production and post-production, this course focuses on the comprehensive development of an advertising spot. With a 100% practice-based and industry-oriented approach, students will work in teams, simulating the environment of an advertising agency or production company, responding to a realistic brief and presenting an audiovisual piece adapted to industry standards with the collaboration of creative and technical professionals.

Pre-course requirements

Having passed the courses Advertising Audiovisual Communication and Advertising Audiovisual Narrative.

Objectives

  • Develop a creative concept based on a brief.
  • Translate advertising concepts into audiovisual narratives.
  • Communicate advertising ideas to the audiovisual team in order to produce the project envisioned by the client.
  • Work with different professional roles within agencies and production companies (creative director, executive producer, etc.).
  • Produce audiovisual content aligned with brand objectives.

Competences/Learning outcomes of the degree programme

  • CN02 - Recognise the textual, graphic and audiovisual expressive and narrative resources used to create effective persuasive messages in advertising and public relations.
  • CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
  • CP01 - Work effectively in professional advertising and public relations teams, adapting to multidisciplinary and changing environments.Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
  • CP02 - Communicate persuasive arguments orally and in writing in Catalan, Spanish and English, demonstrating strong skills in summarising and memorisation.
  • CP05 - Manage relationships between advertisers and agencies effectively, applying media planning and buying strategies in multi-channel advertising and public relations environments.
  • CP07 - Produce audiovisual advertising projects using core techniques in storytelling, recording, editing and post-production for a range of formats and media channels, taking economic viability into account.
  • CP09 - Create multi-platform advertising content using narrative and digital marketing strategies adapted to different formats and channels.
  • CP10 - Create graphic and visual elements by applying principles of design and visual communication to advertising and public relations campaigns.
  • HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
  • HB08 - Develop creative advertising messages, adapting language and style to different contexts and formats.
  • HB12 - Use specialised English terminology in advertising and public relations.

Learning outcomes of the subject

Students will be able to:

  1. To communicate orally and in writing with accuracy, clarity and fluency, and to summarise and memorise texts effectively.

  2. To master writing techniques for producing texts commonly used in commercial and institutional communication, using artificial intelligence tools to optimise writing and tailor messages to target audiences.

  3. To become familiar with the linguistic, iconic and visual resources that make up persuasive language, incorporating artificial intelligence tools to analyse visual trends and improve design quality.

  4. To present arguments clearly and convincingly.

  5. To create radio and television content.

  6. To master innovative visual communication techniques and understand the main theories of the image in order to create impactful audiovisual content.

  7. To master the main techniques and tools used in composition, lighting, photography and studio recording.

  8. To analyse the channels through which communications can be delivered to target audiences.

  9. To master verbal and body language in front of a camera, an audience or a public gathering, applying professional voice-over and presentation techniques to communicate with impact.

  10. To communicate creatively and persuasively through written or audiovisual media. To develop a deeper understanding of persuasive communication techniques.

  11. To master the language of advertising, both verbal and audiovisual, in order to create commercials aimed at different audiences and adapted to various media.

Syllabus

  1. The professional ecosystem of audiovisual advertising production: client, agency, production company, and creative teams.
  2. Interpretation of the brand brief: communication objectives, target audience, tone, strategy, and project requirements.
  3. Development of the creative concept: from the advertising idea to the audiovisual treatment.
  4. Creation of the creative proposal: synopsis, script, storyboard, visual references, and client presentation.
  5. The relationship between agency and production company: workflows, negotiation, planning, and team coordination.
  6. Pre-production of an advertising spot: planning, production breakdown, casting, locations, technical resources, and shooting schedule.
  7. Advertising production: team organisation, professional roles, and application of audiovisual language.
  8. Post-production of the advertising spot: editing, sound, music, graphics, and adaptations for different formats and platforms.
  9. Presentation and defence of the audiovisual project to the client: creative argumentation and strategic justification.
  10. Evaluation of the final outcome according to creative, technical, and brand alignment criteria.

Bibliography and resources

Print version