Creative Processes and Techniques
Code: 103142 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 | 1 |
Contact
- Name:
- Ángel Sánchez Sanchez Sancho
- Email:
- Angel.Sanchez@uab.cat
Use of Languages
- Principal working language:
- catalan (cat)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- Yes
- Some groups entirely in Spanish:
- Yes
Teachers
- Anna Fajula Payet
External teachers
- Patricia Luján
Prerequisites
No one
Objectives and Contextualisation
- Know and study creative processes and techniques of ideation, in general, and advertising, in particular.
- Practice most of the different creative advertising techniques.
- Carry out a complete work through two roles: 1. The creation by groups of a briefing (Advertiser) 2. The creation by groups of a campaign (Agency) that solve the communication problems raised in the briefing.
Competences
- Apply creative techniques in writing advertisements.
- Demonstrate knowledge of the narrative and expressive characteristics of a creative advertising message.
- Demonstrate knowledge of the structure and functions of the technological context that plays a role in the advertising communication process.
- Manage persuasive communication creatively.
- Use one’s imagination with flexibility, originality and ease.
Learning Outcomes
- Apply the strategic principles that determine a campaign to developing a creative briefing.
- Develop creative sales ideas.
- Distinguish the fundamental principles of relational dialectics between repeatability and originality-innovation.
- Identify the fundamental principles of recognition and significant difference.
- Provide creative solutions to the advertiser’s communication problems, bearing in mind the budgetary limitations determining a campaign.
- Use one’s imagination with flexibility, originality and ease.
- Use technological instruments for the composition and editing of graphic messages.
Content
The marketing of communication. The information of the advertiser: briefing and contrabriefing.
2. The creative agency briefing.
3. The sources of the advertising information and all its agents.
4. Creativity and innovation. Creative advertising methods. All the techniques of advertising ideation.
5. The process of advertising creation.
5. Creative advertising strategies ... and the resolution of campaigns on and off line.
Methodology
At the same time that the students know in the theoretical classes the creative advertising processes and techniques of advertising this subject proposes:
- Provide articles and examples of new campaigns in the different media that illustrate the topics discussed in class for discussion and analysis under the pedagogical structure of a seminar or round table
- Perform by practical groups that allow applying most of the creative techniques and solve communication problems.
- Play the role of Advertiser, detect a problem and know how to create and present a briefing. Play the role of Agency and through a communication campaign solve the planned problem applying the creative techniques studied.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Theory, Seminars and Practices | 52.5 | 2.1 | 1, 3, 5, 2, 4 |
| Type: Supervised | |||
| Tutorials | 7.5 | 0.3 | 1, 6, 3, 5, 2, 4 |
| Type: Autonomous | |||
| Reading, analysis and synthesis of texts, preparation and realization of works | 82.5 | 3.3 | 1, 3, 5, 2, 4 |
Assessment
- Theory 40% (Exam type test, 40%)
- Practice 60% (Class practices, 20%. Course work Advertiser-Agency (40%)).
- The two parts (Theory and Practice) must be approved separately to be able to make the average of the subject.
- It is necessary to approve the two parts of Practices separately to be able to do the average of Practices.
Re-evaluation activities.
- Theory. Recovery exam.
- Practice. Re-submit corrected and improved all suspended practices and / or course work Advertiser-Agency suspended
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Evaluation | 0 | 7.5 | 0.3 | 1, 6, 3, 5, 2, 4, 7 |
Bibliography
BIBLIOGRAFíA BÁSICA
RICARTE, JM. (2000): Procesos y técnicas creativas publicitarias. Barcelona: Servei de Publicacions de la UAB.
BAÑOS, Miguel. (2002), Creatividad y Publicidad. Laberinto. Madrid.
BAÑOS, M. GARCÍA, F. RAMIREZ, FJ. (2009): Las palabras en la publicidad. Laberinto. Madrid.
NAVARRO, Carlos. (2010): Creatividad publicitaria eficaz. ESIC, Madrid
BURTENSHAW, K. MAHON, N. BARFOOT, C (2007): Principios de publicidad. El proceso creativo, GG. Barcelona
ARROLLO, Isidoro (2005). La profesión de crear. Creatividad e investigación publicitarias. Laberinto. 2005
MAHON Nik (2012), Ideación. Cómo generar grandes ideas publicitarias. Gustavo Gili. Barcelona.
PRICKEN, M. (2004) Publicidad creativa. Ideas y técnicas de las mejores campañas internacionales. GG, BCN
BIBLIOGRAFIA COMPLEMENTARIA
HERNANDEZ, C. (1999): Manual de creatividad publicitaria. Sintesis, Madrid
MOLINÉ, MARÇAL( 1999) , La Fuerza de la Publicidad . Cuadernos Cinco Días, Madrid.
SOLANA, Daniel (2010) Postpublicidad. www.postpublicidad.com
YOUNG, JAMES WEBB: Una técnica para producir ideas.Eresma, Madrid, 1990.
D&A: The Copy Book (How 32 of the world’s best advertising writerswrite their advertising). The designers & art directors association, London, 1996.
JOANNIS, HENRY 1986): El proceso de creación publicitaria. Deusto, Bilbao,
STEBBINS, HAL: Píldoras publicitarias, Oikos-Tau, Barcelona, 1989. Unas palabras acerca de las palabras (p.13-43)
SEGARRA, TONI. Desde el otro lado del escaparate. Espasa, 2009. Barcelona.
LORENTE, JOAQUÍN: Casi todo lo que sé de publicidad. Folio, Barcelona, 1986.
TOSCANI, OLIVIERO: Adéu a la publicitat. Empúries, Barcelona, 1996.
OGILVY, DAVID: Confesiones de un publicitario. Oikos-Tau, Barcelona, 1967.
CASTELLBLANQUE, Mariano: Manual del redactor publicitario. ESIC, Madrid. 200
BASSAT, LUÍS: El libro rojo de la publicidad. Folio, Barcelona,1993
ROBERTS, Kevin: Lovemarks. El futuro más allá de las marcas. Urano. Barcelona. 2004
OBRADORS, M (2008), Creatividad y generación de ideas. Aldea Global. Barcelona.
FALLON, PAT y SENN, FRED: Exprime la idea. Harvard Business School Press. LID Editorial Empreasrial 2007.
SALMON, CHRISTIAN: STORYTELLING. La máquina de fabricar historias y formatear las mentes. Península, 2008.
BOGUSKY, ALEX & WINSOR, JOHN: Baked In. Creating products and bussinesses that market themselves. B2 Books.Agate Publishing. Chicago, 2009.
GARCÍA MÁRQUEZ, GABRIEL: Cómo se cuenta un cuento. EICTV Ollero y Ramos, Madrid, 1996.
BEIGBEDER, FREDERIC: 13,99 euros. Anagrama, Barcelona, 2001.
MEDIOS DIGITALES:
Revistas profesionales On Line
Anuncios: www.anuncios.com
El Periódico de la publicidad: www.periodicopublicidad.com
El Publicista: www.elpublicista.com
IP-Mark: www.ipmark.com
Control Publicidad: www.controlpublicidad.com
Marketing directo.com: www.marketingdirecto.com
Puromarketing: www.puromarketing.com
Yorokobu: www.yorokobu.es
Webs
- www.moline-consulting.com/MMLB.htm
- www.bcnvisualsound.org/ct/index.html
- www.eiconsortium.org/members/goleman.htm
- www.adage.com/century/people.html
- www.bcnvisualsound.org/ct/index.html
- www.prnoticias.com
- www.ship.edu/~cgboeree/maslowesp.html
- www.fregona.net/
- www.nga.gov/feature/pollock/artist1.shtm
- www.usc.es/~idega/langreona.doc (noviembre 2004)
- www.abcdatos.com/tutoriales/tutorial/o222.html
- www.apple.es
- www.bestadsontv.com
- www.canalpublicidad.com
- www.comanalysis.ch/ComAnalysis/Publication50.htm
- www.heineken.es
- www.publitv.com
- www.rtve.es/tve/b/redes/semanal/prg210/entrevista.htm
- www.usshowreels.tv/index.php
- www.rae.es
- www.spotstv.com
- www.zafara.org/museo/entrada/
- www.cgu.edu/qlrc/mike.htm
- www.eic.es/noticies/notas/ articles/enguany/marzo/imatgeEIC.pdf
- www.srarushmore.com
- www.milmilks.org
- www.scpf.com
Archivos de imágenes
ACI: www.acionline.biz
Age Fotostock: www.agefotostock.com
Alfaqui Fotografia/Photoline.com: www.photonline.com
Anna Server Agency S.L. (ASA): www.minenpictures.com
Cover: www.cover.es
Fotononstop: www.fotononstop.com
Framepool www.framepool.com
Gastromedia: www.gastrofotos.com
Getty Images: www.gettyimages.com
HighRes Press Stock: www.highres.es
Iberimages: www.iberimage.com
Illustration Stock: www.imagenytraduccion.com
Index: www.indesfototeca.es
Matton Images: www.matton.es
Mister Bild: www.misterbild.com
Quickimage Stock: www.quick-image.com
Stock Photos: www.stockprhotos.es
Vidiments: www.vidiments.com
Certámenes de habla hispana:
El Sol (publicidad): www.elsolfestival.com
Anuario de la Creatividad del cdc (publicidad y marketing): www.clubdecreativos.com
Premios a la Eficacia (publicidad y marketing): www.premioseficacia.com
Premios Laus (diseño y publicidad): www.adg-fad.org
Premios Ratón (publicidad interactiva): www.movierecord.com
Premios Imán (marketing directo): www.fecemd.org
Premios AEMP (marketing promocional): www.aemp.es
Premios APPE (producción): www.appe.org
FIAP (publicidad): www.fiap.com.ar
El Ojo de Iberoamérica (publicidad): www.elojodeiberoamerica.com
Festival Drac Novell: www.associaciopublicitat.com
Certámenrss internacionales:
Clio Awards (publicidad): www.clioawards.com
Festival de Cannes (publicidad y marketing): www.canneslions.com
London Festival (publicidad): www.liaawards.com
One Show (publicidad): www.oneclub.com
Cresta Awards (publicidad): www.cresta-awards.com
New York Festivals (publicidad, marketing y diseño): www.newyorkfestivals.com
Épica (publicidad): www.epica-awards.com
Eurobest (publicidad): www.eurobest.com
Echo Awards (marketing directo): www.dma-echo.org
Caples Awards (marketing directo): www.caples.org
PMC Awards (marketing promocional): www.eaca.be
Asociaciones, federaciones y clubs:
Club de Creativos (cdec): www.clubdecreativos.com
Foment de les Arts Decoratives : www.fadweb.com
Asociación Española de Anunciantes (AEA): www.anunciantes.com
Asociación Española de Agencias de Publicidad (AEAP): www.aeap.es
Federación Nacional de Empresas de Publicidad (FNEP): www.fnep.es
Asociación General de Empresas de Publicidad (AGEP): www.agep.es
Asociación de Autocontrol de la Publicidad (AAP): www.aap.es
Asociación de Agencias de Medios (AM): www.agenciasdemedios.com
Federación Española de Comercio Electrónico y Marketing Directo (FECEMD): www.fecemd.org
Asociación de Productoras Publicitarias Españolas (APPE): www.appe.org
Asociación de Agencias de Marketing Directo e Interactivo (AGEMDI): www.agemdi.org
Club de Dirigentes de Marketing: www.clubdemarketing.com
Asociación Española de Estudios de Mercado, Marketing y Opinión (AEDEMO): www.aedemo.es
Asociación Nacional de Empresas de Investigación de Mercados y Opinión Pública(ANEIMO): www.aneimo.com
Asociación para la Investigación de los Medios de Comunicación: (AIMC) www.aimc.es
Asociación de Editores de Diarios Españoles (AEDE): www.aede.es
Asociación de Revistas de Información (ARI): www.revistas-ari.com
Gremi de Publicitat de Catalunya: www.associaciopublicitat.com