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2020/2021

Art Direction

Code: 103145 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations OT 4 0
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.

Contact

Name:
Ana I. Entenza Rodríguez
Email:
AnnaIsabel.Entenza@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:
No

Prerequisites

This subject is linked to the knowledge acquired in "Design in Advertising and Public Relations" in a specific way and, more generally, to the different subjects of the Matter of Creativity. It is also linked, to the extent that it is complementary, to the subject of Third Project "Creativity in Advertising and Public Relations". Having passed the previous subjects in an adequate manner, ensures the training in Art Direction.
										
											
										
											Some knowledge of Indesign and / or Illustrator software, plus Photoshop, is also required.
 
 

Objectives and Contextualisation


Overall objective Develop creative strategies in graphic media for the creation of advertising messages. This general objective is specified so that, at the end of the subject, the student will be able to (specific objectives): a. Demonstrate the skills and knowledge necessary to graphically develop advertising ideas with maximum efficiency and effectiveness. b. Demonstrate the maximum knowledge of the elements that are considered proper of art direction, and advertising graphic design, to use them in a technically correct, effective and efficient manner. c. Demonstrate knowledge and analyse trends and trends in graphic design and advertising communication, which mark the main lines of current advertising. d. Demonstrate solvency in the structuring of advertising messages, from a formal perspective, experimenting with the construction of visual and audiovisual graphic pieces.

Competences

  • Apply creative techniques in writing advertisements.
  • Demonstrate knowledge of photographic composition theories.
  • 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 different theories and techniques in the graphic composition of texts.
  • Use one’s imagination with flexibility, originality and ease.

Learning Outcomes

  1. Apply the strategic principles that determine a campaign to developing a creative briefing.
  2. Classify aesthetic theories and techniques that play a role in advertising’s graphic design and art management.
  3. Develop creative sales ideas.
  4. Distinguish the fundamental principles of relational dialectics between repeatability and originality-innovation.
  5. Identify the fundamental principles of recognition and significant difference.
  6. Identify the most significant features of the advertising photography tradition.
  7. Provide creative solutions to the advertiser’s communication problems, bearing in mind the budgetary limitations determining a campaign.
  8. Use one’s imagination with flexibility, originality and ease.
  9. Use technological instruments for the composition and editing of graphic messages.
  10. Use the framing, exposure and editing techniques characteristic of photography.

Content

Theme 1
										
											Foundation of the AD
										
											Professional profile of the AD
										
											Academic context of the AD
										
											Competencies of the AD
										
											
										
											Theme 2
										
											Theorization of the AD
										
											Briefing 360
										
											Conceptualization
										
											Visual communication
										
											Visual Apple and Visual Attract
										
											Visual Code
										
											Visual Rhetoric
										
											Symbolic Representation
										
											
										
											Theme 3
										
											Methodology of the AD
										
											Trends and Styles
										
											Creativity, Communication and Aesthetics
										
											Design Thinking, Process and Management
										
											Representation and Production Media
										
											Evaluation and Validation
 
 

Methodology

The subject has 45% of face-to-face and 55% of autonomous work.
										
											
										
											The face-to-face part of the subject has three basic parts: Theory, Seminars and Practices. The Theory part represents 10% of the learning time, the Seminars part 10% and the Practices part the remaining 15%.
										
											
										
											Theory: Based on the theoretical explanations in class, the study of the proposed bibliography and the personal study on the object. CE5, CE6, CE11
										
											Seminars: Based on the work of the student - in group or individual - and the teacher's guide to solve problems of the subjecte matter. CE10, CT3
										
											Practices: Based on the realization of specific exercises or activities that allow working the skills of the subject. CE10, CE11, CE14, CE23
										
											
										
											The subject also includes 5% personalized tutoring (CE10, CE11, CE23), individual student work (self-employment) 55% (CE5, CE6, CE11) and evaluation 5% (CE5, CE6, CE10, CE11) complete the total of 150 hours of learning (6 credits).

Activities

Title Hours ECTS Learning Outcomes
Type: Directed      
Seminars 15 0.6 2, 4, 7, 3, 5
Theory 15 0.6 1, 8
Works 22.5 0.9 1, 2, 6, 9, 10
Type: Supervised      
Tutorials 7.5 0.3 1, 2, 6, 10
Type: Autonomous      
Works 82.5 3.3 1, 2, 6, 9, 10

Assessment

 
The subject consists of the evaluation activities:
										
											a) Written tests, where the knowledge in the subject will have to be demonstrated (20% of the grade of the subject); b) Works and pieces (7) where the knowledge, skills and attitudes in the realization of concrete activities will have to be demonstrated (80% of the grade of the subject).
										
											To facilitate the monitoring and evaluation of the student, the following documents are accessible in the virtual campus of the subject:
										
											1. Schedule (details of teaching activities, place, deliveries, etc.)
										
											2. Student folder index (where all activities, delivery dates, weighting, etc.) are listed.
										
											3. File of each of the activities. (description of the activity and the rubric of its evaluation)
										
											4. Guide of the subject (with the details to facilitate the student's learning)
										
											
										
											
										
											Recovery process
										
											Students will be entitled to the recovery of the subject if it has been evaluated the set of activities the weight of which equates to a minimum of 2/3 parts of the total grade of the subject.
										
											To be able to submit to the recovery of the subject, you must have obtained the average grade of 3.5. This recovery will consist of submitting the works for reassessment purposes, either with the minimum conditions established to overcome the pending activities, or with a substantial improvement of the materials, in the case of wanting to improve the final grade.
Student not evaluated It will be considered that the students can not be evaluated when some of these circumstances concur: - When a minimum of 2/3 of the total evaluable activities have not been carried out. - When the deliveries of the works are not carried out according to the schedule of the subject andthe indications of the teaching staff. - When the teacher detects signs of copying or plagiarism in the activities.   Second Registration In case of second registration of the students may perform a single synthesis test that will consist of making the delivery, activities / rubrics that had not been exceeded during the previous year. The qualification of the subject corresponds to the qualification of the synthesis test
 
Plagiarism
										
											The student who makes any irregularity (copy, plagiarism, identity theft, ...) that can
										
											lead to a significant variation of the rating of an act of evaluation, will be rated with 0 this act of evaluation. In case of several irregularities, the final grade of the subject will be 0.
										
											
										
											Programming of the subject
										
											The detailed calendar with the content of the different sessions will be presented on the day of presentation of the subject. It will also be posted on the Virtual Campus where students can find a detailed description of the exercises and practices, the various teaching materials and any information necessary for the proper monitoring of the subject.
 
 

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
1. White and black 10 1 0.04 1, 8, 4, 7, 3, 5, 9, 10
2. Colour 10 1 0.04 1, 8, 4, 7, 3, 5, 9, 10
3. Shape 10 1 0.04 1, 8, 4, 7, 3, 5, 9, 10
4. Declensions 10 1 0.04 1, 8, 4, 7, 3, 5, 9, 10
5. 360 10 0.5 0.02 1, 8, 4, 7, 3, 5, 9, 10
6. Art direction 10 0.5 0.02 4, 5
7. Art dossier 10 0.5 0.02 8, 2, 6, 9, 10
8. Campaign 20 1 0.04 1, 8, 4, 7, 3, 5, 9
9. Defending 10 1 0.04 8, 3, 5

Bibliography

Barry Pete (2008). The advertising concep Book. Thames & Hudson London. 

Blackwel, Lewis (1992) La Tipografía del siglo XX. GG. Barcelona

Berzbach, Frank (2013) Psicología para creativos. Gustavo Gili. Barcelona

Bhaskaran, Lakshmi (2007). El diseño en el tiempo. Blume. Barcelona

Burtenshaw, Ken/ Mahon, Nik / Barfoot, Caroline (2007) Principios de publicidad. GG. Barcelona.

Cesar Newton. (2002) Direçao de arte. Editorial Futura. Brasil

Contreras Fernando R. /San Nicolás Romera, César (2001) Diseño gráfico, creatividad y comunicación. Ediciones Blur. 

Landa, Robin (2011). Diseño gráfico y publicidad. Anaya, Madrid

Mazzeo, Cecilia. Diseño y sistema : bajo la punta del iceberg. BUENOS AIRES, Ediciones Infinito, 2017 https://ebookcentral-proquest-com.are.uab.cat/lib/uab/reader.action?docID=4870584

Philips Peter L. (2004) Cómo crear el brief de diseño perfecto. Divone Eggs Publicicaciones. Barcelona

Puente Balsells, Ma Luz ; Francisco Viñals Carrera. Grafología digital, tipográfica y del diseño visual. Barcelona : Editorial UOC, abril 2019 https://cataleg.uab.cat/iii/encore/record/C__Rb2083370?lang=cat

Quarante, Danielle (1992). Diseño Industrial 1. CEAC. Barcelona

Quarante, Danielle (1992). Diseño Industrial 2. CEAC. Barcelona

Roca, David (2001) “Una manifestación de la creatividad en publicidad: la dirección de arte”. En Creatividady Comunicaciónnúm. 6. 2001

Rom, Josep (2006) Del disseny gràfic a la publicitat. Trípodos. Barcelona.

Rom, Josep (2006) Sobre la dirección d’art. Trípodos. Papers d’estudi. Barcelona

Satué, Enric (1992) El diseño gráfico. Alianza Editorial. Madrid

Tena, Daniel (2017) Diseño gràfico publicitario.Editorial Síntesis. Madrid. 

White, Alex W. (2009) The elements of graphic design. Allwort press. New York.

Clavera Anna, (2007) De lo bello de las Cosas. GG. Barcelona.