STUDY PROGRAMME
Creative Advertising

AFAM CODE
ABPC67

DISCIPLINARY AREA
Methodology and techniques of communication

DISCIPLINARY FIELD
Advertising

CREDITS
2

APPROACH
Theoretical

The introductory courses in Advertising, Sociology of Cultural Processes and Project Design explore the main aspects of advertisement communication, and provide a base to build a creative and strategic design mindset. The students acquire methods and tools to devise and create texts and narrations; the theoretical, historical and methodological prerequisites of social research; the elements of creative communicationthat come from marketing-based knowledge; how to organise creative work for professional advertisement campaigns; the operative methods to create graphic representations and support different aspects of project development.

The total CFA credits for this course are 2. The course includes the following didactic sections:

• Theory: marketing and sociology of cultural processes

• Practice: the creative process from insight to idea

Successful students will be able to:

• Understand the basic ideas related to advertising communication, and the tools to reach an insight

• Read and understand briefs

• Analyse competitors

• Swat analysis

• Brand persona

• Positioning map

• They can also develop and argue insights at the basis of an advertising campaign.

This is a mainly practical course, that includes some professor-led campaign analysis phases which aim at the acquisition of deeper awareness of some structural aspects of the advertisement language. It includes:

• Classroom lectures

• Exercises and revisions

• Research and analysis of existing campaigns

• Development of group projects

• Individual study and research

• Use of tutorials, videos or other media tools for detailed study

The programme focuses on theoretical courses.

Students will take part in the following activities, which may vary depending on the different topics covered:

• Classroom lectures

• Debates, presentations, peer assessment

• Use of tutorials, videos or other media tools

• Exercises and revisions

• Individual study and research

The didactic sections that are part of the course will be assessed separately. The final grade will result from the weighted average of all the didactic sections marks. The assessment requires:

• Competitors’ analysis and positioning map

• Presentation of a group project

Further details on specific tests - that cannot be considered as an exam - can be provided by the professors during the course. Assessment criteria include commitment, active participation and personal growth of the students during the course.