Advertising Workshop

Presentation

The student must be able to know the functioning of an advertising agency, know the briefing models, perform a briefing and debriefing; know how to analyze an advertising campaign and make an advertising film understanding the importance of creativity in low budget situations.

Programme

Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

3 |Mandatory |Português

Code

ULP1652-1759

Recommended complementary curricular units

The unit of Introduction to Computing is recommended, to know how to use the software Adobe Illustrator and Adobe Photoshop.

Professional Internship

Não

Syllabus

1. Stimulate innovation, creativity and critical thinking.

2. How to work from a briefing - the development and planning of advertising campaigns embedded in communication plans.

3. Learning Adobe Illustrator and Adobe Premiere software.

4. Advertising film (Case studie). Do an advertising film with low budget.

Objectives

With a 100% practical component, the classes privilege the interaction between all the participants, allowing students to explore and exercise creativity, which is an essential feature for the development of innovative, strategic and effective communication.

Teaching methodologies and assessment

Delivery and presentation of works, alternating with the teaching of new knowledge and the consolidation of knowledge already acquired in Advertising Theory and other curricular units, through the respective applicability. The teacher will work in an environment that seeks to follow the way an advertising agency works: under the supervision of the teacher, students should be able to contribute to the development of: 1. Analysis of the advertising film. Theoretical and practical expository classes with audiovisual resources. 2. Audiovisual medium. Video lesson and video editing 3. Group work. Making an advertising film for a reduced budget, using the technical material available at the university. (50%). 4. Group work. Poster creation for We Communicate, or other events. (40%). 5. Participation and commitment in classes. (10%). Continuous evaluation.

References

• CAETANO, J., MARQUES, H. e SILVA, C. (2011). Publicidade Fundamentos e Estratégias. Escolar Editora.
• FERREIRA, B., MARQUES, H., CAETANO, J., RASQUILHA, L. e RODRIGUES, M. (2011). Fundamentos de Marketing. Edições Sílabo.
• JOANNIS, H. (1998), O processo de criação publicitária: estratégia, conceção e realização de mensagens publicitárias, Mem Martins, Edições Cetop.
• LENDREVIE, J., BAYNAST, A., DIONÍSIO, P. e RODRIGUES J.V. (2010). Publicitor Comunicação 360º online offline. Edições D.Quixote.
• RASQUILHA, L. (2009), Publicidade: fundamentos, estratégias, processos criativos, planeamento de meios e outras técnicas de comunicação, Lisboa, Gestãoplus edições.
• Rosa, C.A. (2010). Império do Luxo A Construção do Sucesso. Edições Lidel.

Office Hours