Universitat Internacional de Catalunya
Soundtrack
Teaching staff
Office hours will be available to the student in the first week of class. Students are encouraged to personally contact their teacher in order arrange an appointment
Introduction
Sound and music are essential components of contemporary media advertising strategies. Although sound receives limited attention in Advertising studies, its use as a tool to influence people's emotions and behaviour is one of the oldest practices in human history. Sound and music appeal to the natural and cultural codes of human beings. When associated with products, services and, above all, ideologies, they can have a profound impact on societies. This course aims to develop students' auditory awareness as a key competence for creating effective advertising projects. It also explores the strategic role of sound in institutional communication and branding.
Pre-course requirements
No pre-course requirements are needed to enrol in this subject
Objectives
The main objective of the subject is to provide the student with the necessary knowledge about sound treatment in advertising projects. In the same way the student will know the management of the tools to bring this knowledge into practice.
Competences/Learning outcomes of the degree programme
- 41 - The ability to understand and apply lighting and sound techniques of a film production
- 46 - The ability to understand and apply the different lighting, graphic and staging resources
- 48 - The ability to understand and apply the expressive possibilities of new technologies
- 52 - The ability to design and critique an audiovisual script
- 60 - Knowledge and mastery of the techniques of continuous narrative transmission
- 67 - Knowledge and mastery of the digital culture
- 74 - Knowledge and mastery of multimedia messages
- 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
- 93 - To know how to manage time
Learning outcomes of the subject
- Thinking about sound, knowing their properties and taking advantage of their communicative potential
- Know specific cases of different ways of working with music, voice, sound effects and silence in advertising
- Analyze advertising from audiovisual narrative
- Use audio editing tools
- Ability to create advertising projects
- Handling of sound language on the internet
- Knowledge of the different channels of music diffusion on the internet
- Using technological tools in advertising creation
- Empowering the creative side in project design
- Ability to create an advertising campaign attending to different musical products
Syllabus
Block 1. The Advertising Soundtrack: Identity, Marketing and Persuasion
1.1. Listening to Advertising: A History of the Great Soundtracks of Consumer Culture.
1.2. Music, Advertising and Persuasion: How Does Music Influence Consumers and Users?
1.3. Sonic Identity: Voices, Musical Styles and Brands.
1.4. Marketing, Artists and Music Products on the Internet.
1.5. The 3+1 Rule and Sound Creativity Strategies in Advertising.
Block 2. Sound and New Technologies: Uses, Tools and New Experiences in Advertising and Institutional Communication
2.1. New Audiovisual Language and Immersive Experiences.
2.2. Interactivity and Sound: Engaging with Music and Brands.
2.3. Music Distribution Channels: Promoting a Music Project.
2.4. Institutional Campaigns Focused on Creative Sound.
Teaching and learning activities
In person
| 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. 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. Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. 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. 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. |
Evaluation systems and criteria
In person
The assessment of the course will be based on the following components:
- Communication Plan: 70%
- Written Exam: 30%
The Communication Plan will be evaluated through two deliverables:
- Written Report (Dossier): 40%
- Oral Presentation: 30%
(Both components together account for the 70% allocated to the Communication Plan.)
Students who are required to take the resit examination (June session) will only be assessed on the component(s) they did not pass during the regular assessment period, whether:
- the Communication Plan,
- the Written Exam,
- or both.
Bibliography and resources
BETÉS RODRÍGUEZ, K. (2002): El Sonido de la persuasión : relatos publicitarios en la radio. Valencia : Universidad Cardenal Herrera-CEU.
GERTRUDIX BARRIO, M. (2003): Música y narración en los medios audiovisuales. Laberinto. Madrid, 2003.
GUIJARRO, T., MUELA, C. (2000): La Música, la voz, los efectos y el silencio en publicidad: la creatividad en la producción del sonido. Madrid: CIE-Dossat.
GUSTEMS, J. (coord.) (2012): Música y sonido en los audiovisuales. Barcelona: Publicacions i Edicions de la Universitat de Barcelona.
STORR, Anthony: La música y la mente (Paidos, Barcelona, 2008)