Universitat Internacional de Catalunya

Television Communication

Television Communication
6
7820
1
Second semester
FB
Persuasive Communication
Comunicación audiovisual
Main language of instruction: English

Teaching staff


Ms. ADEMA GAYNES, Alexandre - aadema@uic.es

Introduction

Television Communication is a 6 ECTS credit course taught during the second semester of the first year of the Bachelor’s degree in Advertising and Public Relations.

Audiovisual language is a fundamental tool for understanding the different sectors of the communication industry. Television language in particular, like other languages, has its own syntax and grammar. Understanding the use of this language as a transmitter of expressions, content, and marketing strategies is essential to understanding contemporary advertising. In this course, this language will be applied to the television sector, and more specifically to advertising broadcast through this medium.

Pre-course requirements

None

Objectives

The course aims to provide students with the basic principles and knowledge of audiovisual advertising, especially advertising created for the television medium, including terminology, parameters, and established standards in contemporary television.

Students will learn the different stages involved in creating a television advertising campaign, from the ideation phase to production.

Students will develop analytical skills and apply theoretical knowledge to practice.

The course also seeks to establish a direct relationship between the television industry and the advertising sector by analyzing how they operate and their strategies.

Competences/Learning outcomes of the degree programme

  • 01 - The ability to plan technical resources
  • 03 - The ability to plan personal resources (personnel, materials, seasonal...)
  • 06 - The ability to act autonomously and responsibly
  • 07 - The ability to work in a group
  • 09 - Lingustic ability in Catalan, Spanish and English
  • 11 - The ability to make judgments and well-argued critical assessments
  • 12 - The ability to produce spoken and written texts
  • 13 - Reading skills
  • 14 - Ability to analyse
  • 15 - The ability to synthesise
  • 16 - The ability to detect newsworthy events
  • 18 - The ability to work under pressure
  • 20 - The ability of concretion
  • 22 - The ability to generate debate and reflection
  • 24 - The ability to plan and carry out audio visual and cinematographic projects
  • 26 - The ability to coordinate yourself and /or work together to / with a team
  • 38 - Ability to understand and apply the legal dimension of an audiovisual product
  • 39 - The ability to understand and apply the different agents of the audiovisual sector
  • 41 - The ability to understand and apply lighting and sound techniques of a film production
  • 42 - The ability to understand and apply the techniques and methods of film editing and post production
  • 43 - The ability to understand and apply different television genres and formats
  • 44 - The ability to understand and apply the various stages of development of a television programme
  • 45 - The ability to understand and apply different types of programme scripts
  • 46 - The ability to understand and apply the different lighting, graphic and staging resources
  • 47 - The ability to understand and apply the processes of television programme creation
  • 48 - The ability to understand and apply the expressive possibilities of new technologies
  • 52 - The ability to design and critique an audiovisual script
  • 53 - The ability to design and critique an audiovisual or media product
  • 55 - The ability to design and critique an informative discourse
  • 60 - Knowledge and mastery of the techniques of continuous narrative transmission
  • 68 - Knowledge and mastery of the distinction between opinion and information / colloquial and cultured register
  • 73 - Knowledge and mastery of techniques to analyze sources of information.
  • 87 - The ability and capacity to use technology and communicative techniques
  • 89 - The ability to create synergy in a working team
  • 92 - The ability for analysis, synthesis and critical judgment

Syllabus

  1. Brands and Advertising

  2. Brief, Insight and Concept

  3. Thinking Advertising Spots

  4. Storytelling

  5. Writing Advertising Scripts

  6. Persuasion

  7. Moodboard, Storyboard, Animatic

  8. Production Treatment and Selection of the Production Company

  9. Pre-PPM, PPM Dossier, PPM

  10. Shooting

  11. Offline and Online

  12. Beyond the TVC. Other Audiovisual Advertising: Branded Content, Product Placement, Sponsorships...

  13. Beyond the TVC. TikTok

  14. Use of AI in Advertising Creation and Production

  15. The Future of Audiovisual Media

Teaching and learning activities

In person



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. 3
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. 2
Focused Praxis. Handing in occasional exercises to learn theory through practice. 1

Evaluation systems and criteria

In person



Assessment will be conducted as follows:

  1. Final examination: 50%

  2. Final course project: 40%

  3. Attendance and active class participation: 10%

In the event that the student does not pass the course, they must sit the second examination session, in which they will be required to take an exam and submit a new production treatment for a television commercial. Submission of the assignment will be mandatory in order to be eligible to take the exam.

The assessment weighting for the second examination session will be as follows:

  1. Exam: 50%

  2. Production treatment: 50%

If the student does not pass in the second examination session, the same requirements will apply in subsequent sessions.

Bibliography and resources

Bordwell, D., & Thompson, K. (1995). El arte cinematográfico: Una introducción (Y. Fontal Rueda, Trad.). Paidós.

Carmona, R. (2006). Cómo se comenta un texto fílmico. Ediciones Cátedra.

Luis Bassat. (2020). El libro rojo de la publicidad (ed. actualizada). DEBOLS!LLO.

Alexey Ivanov. (2019). How to Create an Idea If You Are Not Ogilvy. ibidem.

"Henry;, Jenkins". (2015). Cultura Transmedia. gedisa.

Pat Fallon & Fred Senn. (2006). Juicing the orange. Harward Business School Press.

Print version