| Code |
17476
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| Year |
1
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
PL(45H)/TP(15H)
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| Scientific area |
Communication Sciences
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Entry requirements |
Prerequisites: not applicable
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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 |
[In 5-page PDF format, Times New Roman 12, single-spaced, with cover page, no introduction or conclusion, and including the course bibliography applied. These four assignments are submitted with images produced by the student, their slogans, their explained communication plan, their “pool” of ideas and core concepts, and a description of how the target audience is reached. Each of these elements corresponds to a required structure of 1 page per chapter. Submission of assessment materials does require oral presentation. In case some student cannot present in official data he can present in next days in person. Student presence is required for feedback and grade improvement also. The assignment is only valid if submitted by or during class time.]
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Language |
Portuguese. Tutorial support is available in English.
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