STUDY PROGRAMME
Creative Advertising

AFAM CODE
ABTEC37

DISCIPLINARY AREA
Project methodology of visual communication

DISCIPLINARY FIELD
Art direction

CREDITS
7

APPROACH
Theoretical/project based

The workshops included in this course develop from the deep knowledge of the relation between images and texts, and deal with the issues related to the translation of concepts into visual communication. Competencies are acquired in the field of creative conception, design, creation and diffusion of corporate and product communication.

The total CFA credits for this course are 7. The course includes the following didactic sections:

• Study of communication campaigns on the main media

• Group exercise on each medium

Successful students will be able to:

• Understand and apply the communication codes of each main medium

• Adapt insights and ideas to the most common media.

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 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 presentation of a group project is foreseen for each of the studied media.

Further details on specific tests can be provided by the professors during the course. Assessment criteria include commitment, active participation and personal growth of the students during the course.