General information

Subject type: Mandatory

Coordinator: Jorge Oter Gonzalez

Trimester: Third term

Credits: 6

Teaching staff: 

Anna Pilar Llacher Alsina
Juan Rafael Ventura Alvarez 

Teaching languages

  • Spanish
  • Catalan


Specific skills
  • E5_Design and make an audiovisual product (consisting of still or moving images), taking into account both its technical and artistic aspects, in all its components

  • E10_Apply processes, methods and techniques to develop creativity and innovation in audiovisual production, multimedia development and video game programming

  • E12_Planning business strategies related to the economic and social phenomena typical of the welfare society and the digital entertainment industry. Turn ideas into actions in a creative and innovative way

  • E13_Apply the principles of visual and sound design for the creation of presentation elements used in sound, audiovisual, television and show products

  • E16_Idear, design, plan and make an advertising audiovisual piece from the conceptualization of its message, the elaboration of the script, the communication strategy and its diffusion

Transversal competences
  • T2_That students have the ability to work as members of an interdisciplinary team either as one more member, or performing management tasks in order to contribute to developing projects with pragmatism and a sense of responsibility, making commitments taking into account the available resources


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 system

Evaluation and percentages of the final mark:

40% final theoretical exam of the subject (Assessment method: Exam)

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)

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).



Ken Burtenshaw, Nik Mahon, Caroline Barfoot. Principles of advertising. The creative process: agencies, campaigns, media, ideas and art direction. 2009. Ed Gustavo Gili.

FALLON, PAT and SENN, FRED. Express the idea. 2007. Harvard Business School Press. LID Editorial Empresarial.

Mario Pricken. Creative advertising. Ideas and techniques of the best international campaigns. 2009. Gustavo Gili.


STEBBINS, HAL, LORENTE, JOAQUIN. Almost everything I know about advertising. Barcelona, ​​1986. Folio.

YOUNG, JAMES WEBB. A technique for producing ideas. Madrid 1990. Eresma.

OGILVY, DAVID. Confessions of an advertiser. Barcelona 1967. Oikos-Tau.

JOANNIS, HENRY. The process of advertising creation. 1986. Deusto, Bilbao.

D&A: The Copy Book (How 32 of the world's best advertising writers write their advertising). 1996. The designers & art directors association, Oikos-Tau.

Advertising Pills, A Word About Words? (pp. 13-43). Barcelona 1989.

BASSAT, LUÍS. The red book of advertising. Barcelona 1993. Folio.

Jon Steel. Truths, Lies and Advertising: The Art of Account Planning.

TUSCAN, OLIVIERO. Goodbye to advertising. Empúries. Barcelona 1996.

QUENEAU, RAYMOND. Style exercises. Chair. Madrid 1987. Folio

MARCHAMALO, JESUS. The word shop. Madrid 1999. Siruela

BOGUSKY, ALEX & WINSOR, JOHN. Creating products and bussinesses that market themselves (B2 Books). Chicago 2009. Agate Publishing

LORENTE, JOAQUIN. Think, it's free. 84 practical ideas to enhance talent. Barcelona 2009. Planet.

OGILVY, DAVID. Ogilvy & advertising. Barcelona 1983. Folio.