STUDY PROGRAMME
Creative Advertising

AFAM CODE
ABTEC43

DISCIPLINARY AREA
Audiovisual languages and techniques

DISCIPLINARY FIELD
Integrated new media

CREDITS
7

APPROACH
Theoretical/project based

The contents of this course’s workshops revolve around the multiplicity of contemporary languages and technical innovations. The practice of creative design goes towards the use of new media. The students will develop their skills to devise and experiment with new, non-conventional expressive languages.

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

• Digitalisation of consumption and consumers

• Creation of an advertising campaign that goes beyond the medium that supports it

Successful students will be able to:

• Take the advertisement structure of a brand/product into the contemporary communication world

• Understand briefs and target audiences in the light of the current media consumption

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 individual and group projects

• Individual and group study or research

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

• Participation to the Future Lions and Clio

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 several group projects is 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.