| Code |
14433
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| Year |
1
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
OT(15H)/TP(45H)
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| Scientific area |
Communication Sciences
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|
Entry requirements |
not applied
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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 students to be able to creatively conceive and produce a new advertising campaign for a brand with decades of existence. What is decisive is that the campaign is multimedia, namely to appear across different media according to the four briefings, unlesss these specific a single medium.
• Students are assessed on how they create this campaign, accompanied by a detailed 5-page PDF plan based on strategy, the “pool” of ideas and concepts taught in class, authors studied, or media (one or several, classic or contemporary) used as support for the development of the campaign.
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Syllabus |
Iconic Brand Identities
The Poster
Rethink Your Business for the Digital Era
From Ads to Icons: How Advertising Succeeds in the Multimedia Age
Advertising: Concept and Copy
Creative Advertising: Ideas and Techniques from the World’s Best Campaigns
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Main Bibliography |
Airey, D. (2010). Logo design love: A guide to creating iconic brand identities. New Riders.
Felton, G. (2006). Advertising: Concept and copy [1994]. W. W. Norton And Company.
Moles, A. (2005). O cartaz. Perspectiva.
Pricken, M. (2008). Creative advertising: Ideas and techniques from the world's best campaigns (Revised and updated edition). Thames & Hudson.
Rogers, D. L. (2016). The digital transformation playbook: rethink your business for the digital age. Columbia Business School.
Springer, P. (2007). Ads to icons: How advertising succeeds in a multimedia age. Kogan Page.
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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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Language |
Portuguese. Tutorial support is available in English.
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