| Código |
14433
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| Ano |
1
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| Semestre |
S2
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| Créditos ECTS |
6
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| Carga Horária |
OT(15H)/TP(45H)
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| Área Científica |
Ciências da Comunicação
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Mode of delivery |
Face-to-face
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Work placements |
No
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Learning outcomes |
• The aim is for the student to be able to creatively create and produce a new advertising campaign for an existing international brand that has recently conducted a campaign. What is decisive is that the campaign may be hypermedia or multimedia (just in case the students picks that option implying both massa media and digital media).
O que é decisivo é a campanha possa ser multimeios (caso o aluno assim o entenda implicando meios de massa e digitais).
• Students are assessed on how they create this three-image campaign for a digital brand, accompanied by a detailed and structured 10-page PDF plan based on the strategy and concepts taught in class, or on case studies discussed in class, to support the development of the respective campaign.
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Syllabus |
OBLIGATORY: LOGOS, FACES, IMAGES AND ICONS
Airey, D. (2010). Logo design love: A guide to creating iconic brand identities.
Hill, D. (2010). About face: The secrets of emotionally effective advertising.
Miller, A. I. (2019). The artist in the machine: The world of AI-powered creativity.
Moles, A. (2005). O cartaz.
Rogers, D. L. (2016). The digital transformation playbook: rethink your business for the digital age.
Springer, P. (2007). Ads to icons: How advertising succeeds in a multimedia age.
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Teaching Methodologies and Assessment Criteria |
Coherence of Methodologies
The student is introduced to concepts and theoretical material, with some classes featuring case studies related to works or examples. The student is assessed based on the quality of the final work, accompanied by a detailed plan of strategy, concepts, and ideas, with images and graphics of their choice, where they can propose the renewal of the international digital brand they choose, believing that their proposal surpasses the identified real campaign.
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Main Bibliography |
REFERENCES
Airey, D. (2019). Identity designed: The definitive guide to visual branding. Rockport Publishers.
Airey, D. (2010). Logo design love: A guide to creating iconic brand identities. New Riders.
Barry, P. (2012). The advertising concept book [2008]. Thames And Hudson.
Belch, G. E., Belch, M. A., Kerr, G., & Powell, I. (Year). Advertising: An integrated marketing communication perspective (4th ed.). McGraw-Hill.
Cappo, J. (2003). The Future of Advertising [1996]. Advertising Age – McGraw Hill.
Coughter, P. (2012). Pitch: persuasion and presentation skills that win business. Advertising Age – Palgrave MacMilan.
Drew, M. R. (2013). Brand strategy 101: Your logo is irrelevant - The 3-step process to build a kick-ass brand. Pendulum.
Drewniany, B. L., & Jewler, A. J. (2008). Creative strategy in advertisingi [2005]. Thomson Wadsworth.
Felton, G. (2006). Advertising: Concept and copy [1994]. W. W. Norton And Company.
Fill, C. (2013). Advertising: Strategy, creativity, and media. Pea
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| Language |
Portuguese. Tutorial support is available in English.
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