Creativity and Publicity

Scholar Year: 2023/2024 - 2S

Courses

Head Teacher Responsability Susana de Campos Brito Galvão Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 2 Lectures Type Teacher Classes Hours Theoretical Totals 1 2,00 Laboratories Totals 2 4,00

Teaching language

Portuguese

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

• Analyze and evaluate messages and advertising campaigns integrated into a overall communication strategy and marketing company;
• Know and understand the methodologies of advertising creation;
• Create and test advertising messages.

Syllabus

1. introduction
• Objectives and content
• Methodology and Evaluation
• The creative advertising strategy in a global marketing communication strategy
2. Graphics editing tools.
• vector drawing tools and image editing
• Basics of CorelDraw and scanning
3.The advertising campaign and the creative process.
• The development of an advertising campaign (from de the briefing to the artwork)
• The Copy Strategy
• The Creative Process
• The evaluation of campaigns
4. The advertising message.
• Visual, audiovisual and audio messages - components and contents.
5. Rhetoric of advertising language.
• The creative concept
• Creativity Methods

Software

Photoshop/Corel Photo Pain

CorelDraw Graphics Suite X6

Illustrator

Keywords

Social sciences > Economics > Marketing > Advertising

Social sciences > Communication sciences > Business communication

Teaching methodologies

Avaliação apenas com exame final

Main Bibliography

Complementary Bibliography