STUDY PROGRAMME
Creative Advertising

AFAM CODE
ABST56

DISCIPLINARY AREA
Sociology

DISCIPLINARY FIELD
Sociology of cultural processes

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 communication that 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.

Successful students will be able to:

• Understand the cultural and social differences underlying global advertisement campaigns, in particular

• Read and understand a global campaign brief

• Analyse the social context

• Analyse the cultural context

• Identify different targets based on culture and social conditions

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

• Exercises and revisions

• Development of group projects

• Individual and group study or 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 assessment requires:

• Analysis of existing campaigns from different countries and cultural contexts

• 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.