Professional English for Advertising II
Main language of instruction: English
Head instructor
The course approaches the topic of brand design by understanding the brand's public image as the final result of a long process. This process involves different actors and functions, and depends on the context, the brand size and the desired positioning. There are many aspects to be taken into account and having a good idea is not enough: we need to reinforce our individual and teamwork skills to gather information appropriately, act responsibly, plan strategically and think critically.
B2 level in english.
Marketing research basics and branding notions.
The PEA(II) subject's main objective is to train students so you can develop your future professional work in a multinational company where the common language is English.
By the end of the course, students should be able to:
—Understand the process of brand design
—Identify different brand situations and brand strategies
—Carry out a brand identity analysis and diagnosis
—Develop brand design procedures and identify the gaps within them
—Know and use the basic functions of Photoshop and InDesign
- Session 1
Presentations. Introduction to the course: contents,
methodology and evaluation Basics of brand design, previous work and possible scenarios
- Session 2
Presentation of student projects, debate and improvements. Brand strategy, names and tag-lines.
- Session 3
Brand strategy, names and tag-lines. Presentation of the personal brand in Social Networks and Internet.
- Session 4
Logos: typology and brand architecture. Typography.
- Session 5
Color: properties, systems and palette.
- Session 6
Brand imaginary: photo, illustration, iconography and movement. Advertising photography I
- Session 7
Advertising Photography II
- Session 8
Brand imaginary, brand manual and guide lines.
- Sessions 9 and 10
Partial presentations + discussion and improvements.
- Session 11 and 12
Tutoring work in class (about student projects)
- Session 13 and 14
Final presentations + discussion and improvements
The course is eminently practical and English is the only language used, because it is a good opportunity for students to lose their fears and respects normally have to speak in public.
TRAINING ACTIVITY | ECTS CREDITS |
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. | 0.6 |
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. | 1.2 |
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 1.4 |
Focused Praxis. Handing in occasional exercises to learn theory through practice. | 1 |
Attendance is mandatory for all classes. Any presentation or activity missed due to student absences can only be rescheduled in cases of certified medical or family emergencies. If a student misses more than two classes 1 or more points will be deducted from the final grade. Five absences will result in a Fail grade:
2 absences (14%) = Maximum grade will be 8
3 absences (21%) = 1 point will be deducted from the final grade (passing requires a 6 base grade)
4 absences (29%) = 2 points will be deducted from the final grade (passing requires a 7 base grade)
5 absences (36%) = Fail grade
ASSESSMENT
Project presentation: 10%
Partial presentation: 20%
Final presentation: 50%
Attendance, engagement & participation: 20%
Final grade: ∑ 100%
BASIC
Adobe (s/d) [on-line] Photoshop User Guide. Available at: https://helpx.adobe.com/photoshop/user-guide.html
Adobe (s/d) [on-line] InDesign User Guide. Available at: https://helpx.adobe.com/indesign/user-guide.html
Adobe (s/d) [on-line] Illustrator User Guide. Available at: https://helpx.adobe.com/illustrator/user-guide.html
Adobe (s/d) [PDF] Adobe® Photoshop® CC Help . Available at: https://helpx.adobe.com/content/dam/help/en/pdf/photoshop_reference.pdf
Adobe (s/d) [PDF] Adobe® InDesign® CC Help . Available at: https://helpx.adobe.com/content/dam/help/en/pdf/indesign_reference.pdf
Adobe (s/d) [PDF] Adobe® Illustrator® CC Help . Available at: https://helpx.adobe.com/content/dam/help/en/pdf/illustrator_reference.pdf
Wheeler, Alina (2013/2018) Designing Brand Identity. Hoboken: John Willey & Sons
COMPLEMENTARY
Capriotti, Paul (2009) Branding corporativo. Fundamentos para la gestión estratégica dela Identidad corporativa. Santiago de Chile: Colección de Libros de la Empresa. Available at: http://www.analisisdemedios.com/branding/BrandingCorporativo.pdf
Capriotti, Paul (2013) Planificación estratégica de la imagen corporativa. Málaga: Instituto de Investigación en Relaciones Públicas. Available at: http://www.bidireccional.net/Blog/PEIC_4ed.pdf
Maidens, Frank & Hui, Vivian (2016) Logo Design Guide. StudioFunction, Toronto. See: https://gumroad.com/l/HmceP
Mollerup (2013) Marks of Excellence: The History and Taxonomy of Trademarks. London: Phaidon Press.
Olins, Wolff (1999) Corporate identity: making business strategy visible through design. Harvard: Harvard Business School Press.
Roberts, Kevin (2004) Lovemarks: The Future Beyond Brands. New York: Power HouseBooks.
Roellig, Larry. (2001) “Designing Global Brands: Critical Lessons”. Design Management Journal. 12 (4) 40–45. Available at: https://onlinelibrary.wiley.com/doi/pdf/10.1111/j.1948-7169.2001.tb00563.x
Siegel+Gale (2015) Logos Now. A study on logo treatments and brand perceptions. Siegel+Gale, New York. Available at: http://simple.siegelgale.com/acton/fs/blocks/showLandingPage/a/9371/p/p-0013/t/page/fm/0
Way, C. J. & Koller, V. (2013) “Deliberate Conventional Metaphor in Images: The Case of Corporate Branding Discourse”. Metaphor and Symbol, 28 (3). Available at: http://eprints.lancs.ac.uk/65762/
WEBSITES
http://www.underconsideration.com/brandnew/
http://www.underconsideration.com/