104331 - AUDIOVISUAL COMMERCIAL PRODUCTION

Subject type: Mandatory

Coordinator: Jorge Oter Gonzalez

Trimester: Third term

Credits: 6

• Spanish
• Catalan

This course aims to delve into the process and tools for planning, designing and making an advertising product, addressing both its creative and narrative and artistic aspects, in all its components. The syllabus of the subject is an approach to business principles in the advertising and commercial communication sector; We want to know and understand the organization of a company / advertiser and the relationship it establishes with the advertising agency to build a creative campaign; Also Understand the consumer society and the transformations of the consumer / passive spectator into an active user (prosumer).

 1. Introduction to advertising

1.1.Consumer society.

1.2.Theory and definition.

1.3.The creation of brands.

2. History of advertising

2.1.Protohistory of advertising.

2.2.Mass advertising.

2.3.Consumer advertising.

2.4.The parents of modern advertising.

3. What is advertising?

3.1.From marketing to advertising.

3.2.Media and advertising.

3.3.Conventional and unconventional advertising.

3.4.Transmedia advertising. The medium at the service of the idea.

4. The process of advertising communication

4.1. Objectives of communication.

4.2. The briefing and the creative briefing.

4.3. Strategic planning and research.

4.4. The consumer. Classification.

5. The creative process

5.1. Ideas and brainstorming.

5.2. Creative resources.

5.3. Audiovisual advertising formats.

5.4. The word.

5.5. The picture.

5.6. The sound.

5.7. Production

6. Structure of advertising activity

6.1.Structure of the advertising agency.

6.2.Departments and functions of an advertising agency.

6.3.Current overview of the advertising sector.

6.4.Advertiser, agency and producer.

7. Media planning

7.1.Basic concepts: audience, coverage, repetition.

7.2.Current media overview.

7.3.Means plan.

Evaluation and percentages of the final mark:

Present in several = 40% final theoretical exam of the subject (Assessment method: Exam)

Present in several = 30% of practical exercises (Brainstorming + Briefing: 10%, Counter-briefing + Strategic Plan: 10%, PPM 10%) (Assessment methods: participation in the activities proposed in the classroom - group work)

Present in several = 30% final project (dossier + spots) (Assessment methods: portfolio - group work)

-The assistance it is compulsory in order to pass the practices that are carried out and will be evaluated in class. Unjustified absence from the internship will mean losing the total percentage of the same.

-La correctness and formality in written submissions it is very important: It will be possible to lower note by orthotypographic errors, of writing and style.

-In order to average between the practical exercises and the final exam, a minimum grade of 5 will be required for the exam. Below this grade, there will no longer be an average and the subject will be suspended. 

-Recovery: the recovery of the subject will be done from an examination similar to the previous one, and that will suppose the final note of the subject. Neither those who have passed nor those who have not taken the assessment tests of the subject (practical exercises and final theoretical exam) cannot take it. The exercises worked on in the practices are not recoverable. The re-evaluation of the subject only contemplates the realization of an alone examination, that recovers the total of the note suspended.

- The identification of plagiarism is considered a serious circumstance that may lead to a failing grade in the subject. In case of detection of plagiarism, the coordination of the degree will be informed so that the corresponding disciplinary measures can be taken.

-In one of the last sessions of the subject will be the projection of the spots carried out together with the teacher of post-production and video editing, who will evaluate, in his subject, the assembly of the audiovisual spots (Separate evaluation method in each subject - group work).

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