STUDY PROGRAMME
Creative Advertising

AFAM CODE
ABTEC43

DISCIPLINARY AREA
Audiovisual languages and techniques

DISCIPLINARY FIELD
Techniques of audiovisual documentation

CREDITS
2

APPROACH
Theoretical/project based

The workshops within this course provide the students with technical-operative skills in the working and production techniques of audio-visual projects, with specific reference to advertisement contents, and in-depth study of the methodological and critical tools for the acquisition of competencies related to narrative languages. The students will develop ideas and creative projects suitable for radio, television and cinema.

The total CFA credits for this course are 7. The course includes the analysis of audio and video campaigns both in their traditional and in their digital form.

Successful students will be able to:

• Discern between a campaign that complies with the brief, and one that doesn’t

• Understand the communication codes of audio and video campaigns

• Apply the engaging techniques of communication to a campaign

• Conceive, devise and design efficient audio and video campaigns

This is a mainly practical course, that sees the introduction of a theoretical explanation of audio and video communication codes aimed at acquiring higher awareness of some structural aspects of the audio-video communication language. It includes:

• Classroom lectures

• Exercises and revisions

• Field trips

• 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 development of a project and the participation to an international creativity competition are foreseen.

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.