STUDY PROGRAMME
Graphic Design and Art Direction

AFAM CODE
ABPC67

DISCIPLINARY AREA
Communication methodology and techniques

DISCIPLINARY FIELD
Communication methodology and techniques

CREDITS
8

APPROACH
Theoretical/project based

With this course, students learn to design comprehensive communication projects aimed at specific applications and major discipline courses. This is the first moment in which students approach the specific knowledge corresponding to the professional field: creative direction of audiovisual products, also in their viral extension (from site to mobile).

The programme grants 8 credits, divided as follows:

• CREATIVE WRITING: 5 CFA

• SHORT-STORY ADVERTISING: 3 CFA

Successful students will be able to:

CREATIVE WRITING:

• Deepen their familiarity with the written word and understand its central place in the contemporary society

• Develop sound reading and writing skills, filling their own knowledge gaps and working on their good qualities

• Master the theoretical and practical basics of narration, in order to be able and apply a story structure to different languages (marketing, advertising, TV series...)

SHORT-STORY ADVERTISING:

• Deepen their familiarity with the written word and understand its central place in the contemporary society

• Develop sound reading and writing skills, filling their own knowledge gaps and working on their good qualities

• Master the theoretical and practical basics of narration, in order to be able and apply a story structure to different languages (marketing, advertising, TV series...)

CREATIVE WRITING:

• In-depth study of creative writing techniques through the analysis of modern and contemporary literature

• Analysis of different creativity cases and their impact on contemporary culture and communication

• Basic elements of a story: narration, characters, time and place, syntax, style, plot and dialogues

• Practice of narrative composition and composition of a short story

SHORT-STORY ADVERTISING:

• Viral as counter-culture, cultural jamming and its applications through the analysis of successful case histories

• Elements of effective virals: sociological and emotional aspects in the engagement techniques, non-conventional approach, figures of speech, focus on the use of titles and deeper understanding of clickbaiting, interaction and sharing

• Topical contents, instant advertising, meme creation

• Relation between viral and videoclips

This is a theoretical/project based course.

Students will take part in the following activities, which may vary depending on the development of different projects:

• Classroom lectures

• Use of tutorials, videos or other media tools

• Exercises and revisions

• Workshops

• Individual or group projects

• Individual or group study and research

Assessment tools may include:

CREATIVE WRITING:

• Written exam: creation of a short story to be submitted within the end of the term

SHORT-STORY ADVERTISING:

• Graded practice: assessment of the viral campaign that includes instant advertising, meme and videoclip

Further details about the exams will be provided by the professors.

The final grade will result from the weighted average of the programme modules.

CREATIVE WRITING:

• Gotham Writers’ Workshop (2003) Writing Fiction: The Practical Guide from New York’s Acclaimed Creative Writing School, Bloomsbury Pub. Plc USA.

SHORT-STORY ADVERTISING:

• Dru, J-M., Disruption: Overturning Conventions and Shaking Up the Marketplace.

• Gray, R., Great Brand Blunders: Marketing Mistakes, Social Media Fiascos, Classic Brand Failures...and How to Avoid Making Your Own.

RECOMMENDED:

• Dawkins, R., The selfish gene.

• Dunbar, R., Grooming, Gossip and the Evolution of Language.

• Johnson, S., Where Good Ideas Come From.

• McGraw, P., The Humor Code.

Many of the recommended sources, together with additional material, are also available online on MyNaba, in the Library section.

Books and resources might be requested or suggested by the professors.