104331 - AUDIOVISUAL COMMERCIAL PRODUCTION

Subject type: Mandatory

Coordinator: Maddalena Fedele

Trimester: Third term

Credits: 6

This subject aims to deepen the exercise of planning, designing and creating an advertising product, taking into account both its creative, narrative and artistic aspects, in all its components. The course syllabus is an approach to business principles in the advertising and commercial communication sector; You 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 passive consumer/spectator into an active user (prosumer).

At the end of the course the student must be able to:

-Know the tools, processes and formats of advertising communication.

-Critically and professionally analyze an advertising campaign.

-Develop an audiovisual advertising piece from the client's briefing, to the idea and its production.

-Plan a campaign according to the different media and advertising supports.

- Have an accurate and interpretive view of the current panorama of advertising production and its operation.

Advertising is a trade, therefore, it requires practice in order to gain knowledge.

- Presentation of the theoretical framework and implementation of practical exercises in order to assimilate content.

- Analysis and discussion of practical cases and examples in class.

-Small groups to put into practice the implementation of a complete advertising campaign, step by step.

 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.

1. Development of a Brainstorming and an advertising Briefing:

In groups, generation of campaign ideas and preparation of an advertising briefing. This activity aims to apply the knowledge presented in class on the definition of an advertising briefing. Also, the development of the critical sense will be worked from a later session of contrabriefing, that will be realized in class.

2. Research. Development of a strategic concept

From the briefing provided to students, design of a research in order to obtain and identify useful and relevant information for the definition of strategic positioning and the subsequent development of an advertising campaign. Definition of the strategic concept.

3. Production of two audiovisual advertising pieces

Preparation and development of a PPM session in order to finalize and agree on the filming details and characteristics of the final audiovisual pieces. Ad development.

4. Transmedia storytelling

Approach and creation of a cross-platform audiovisual advertising strategy that follows the principles of transmedia storytelling.

Evaluation and percentages of the final mark:

40% final theoretical exam of the subject

40% of practical exercises

20% final project (10% dossier + 10% pieces AV spots)

-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. 

-Plagiarism will be penalized: if plagiarism is detected in any of the works or exercises, that practice will be suspended directly.

-In one of the last sessions of the subject will be the projection of the spots carried out together with the post-production teacher, who will evaluate the assembly of the audiovisual projects.

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

M. Sainz. The audiovisual producer. Madrid. 1999. Synthesis.

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.

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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

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