Technology and Persuasive Communication
Code: 104894 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | FB | 1 | 1 |
Contact
- Name:
- Rafael Uya Puigmartí
- Email:
- Rafael.Uya@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
Teachers
- Oriol Figuera Godoy
- Gianluca Battista
Prerequisites
To take this course, a good reading comprehension of English is required, as well as the level of
reading comprehension, writing and expression in Spanish and Catalan appropriate to a first university degree course.
Objectives and Contextualisation
Specifically, the objectives of the subject are the following:
Understand the technical processes that intervene in the advertising communication channeled by several platforms for audiovisual content.
Become familiar with the handling of image and sound equipment for the production of advertising content.
Learn which are the main technological instruments that intervene in these processes and those innovations that are taking place in this field, to see how this can influence your work
communicator, in the messages and in its reception.
Competences
- Demonstrate a critical and self-critical capacity.
- Demonstrate a self-learning and self-demanding capacity to ensure an efficient job.
- Demonstrate knowledge of the structure and functions of the technological context that plays a role in the advertising communication process.
- Develop autonomous learning strategies.
- Develop critical thinking and reasoning and be able to relay ideas effectively, in both official languages (Catalan and Spanish) and a third language.
- Manage time effectively.
- Research, select and arrange in hierarchical order all kind of sources and useful documents for the development of advertising messages.
- Respect the diversity and plurality of ideas, people and situations.
- Rigorously apply scientific thinking.
- Use a third language as a working language and means of professional expression in the media
Learning Outcomes
- Demonstrate a critical and self-critical capacity.
- Demonstrate a self-learning and self-demanding capacity to ensure an efficient job.
- Develop autonomous learning strategies.
- Develop critical thinking and reasoning and be able to relay ideas effectively, in both official languages (Catalan and Spanish) and a third language.
- Explain the basic principles of sound and image recording in handling audiovisual recording equipment.
- Find substance and relevance in documents on theory, structure and communication in a third language.
- Manage time effectively.
- Research, select and arrange in hierarchical order all kind of sources and useful documents for the development of advertising messages.
- Respect the diversity and plurality of ideas, people and situations.
- Rigorously apply scientific thinking.
- Use technological instruments for the composition and editing of graphic messages.
Content
* Technological foundations: the basics concepts of wave physics; radio spectrum and communication networks.
* The digitization of image and sound: digitization process, codecs and formats.
* Photography: evolution and latest innovations
* Sound: evolution and latest innovations
* Video: evolution and latest innovations
* Latest technological innovations and trends affecting the advertising industry.
Knowledge and use of photography, video and audio equipment by practicing.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary
information for the proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.
Methodology
The acquisition of knowledge and skills by the students will be conducted through two basic procedures: theory classes and practice sessions, in the audiovisual laboratories of the Faculty.
Both for consultations on theoretical concepts and for the follow-up of the practice sessions, tutorials will be held by appointment.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Laboratory Practices | 34.5 | 1.38 | 10, 8, 2, 1, 3, 4, 5, 7, 9, 6, 11 |
| theoretical classes | 15 | 0.6 | 10, 8, 2, 1, 3, 4, 5, 7, 9, 6, 11 |
| Type: Supervised | |||
| Tutorials | 10.5 | 0.42 | 10, 8, 2, 1, 3, 4, 5, 7, 9, 6, 11 |
| Type: Autonomous | |||
| Readings, practice preparation, test preparation, etc. | 82.5 | 3.3 | 10, 8, 2, 1, 3, 4, 5, 7, 9, 6, 11 |
Assessment
The subject consists of the following assessment activities:
- Theoretical test 30% on the final grade.
- Photography practical exercise, 15% on the final grade.
- Audio practical exercise, 15% on the final grade.
- Video / TV set practical exercise, 30% on the final grade.
- Active participation 10% on the final grade.
To pass the course, the following requirements are needed:
- getting a minimum grade of 5 out of 10 on the theory test;
- getting a minimum grade of 5 out of 10, as a result of the average of the practical activities, and not having more than one absence in the set of the practical sessions.
- Failure to take the test implies not being assessed.
- Grade to have right to reassessment of the theory test: between 2.5 and 4.99 out of 10.
- Practice sessions are compulsory.
- Only one of the three failed practice sets can be re-assessed, as long as the student has been participated in all of them.
The student who performs any irregularity (copy, plagiarism, identity theft...) will be qualified with 0 in this assignment or exam. In case there are several irregularities, the final grade of the subject will be 0.
The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Active participation | 10% | 1.5 | 0.06 | 10, 8, 2, 1, 3, 4, 5, 7, 9, 6, 11 |
| Laboratory Practices | 60% | 4 | 0.16 | 10, 8, 2, 1, 3, 4, 5, 7, 9, 6, 11 |
| Theoretical exam | 30% | 2 | 0.08 | 10, 8, 2, 1, 3, 4, 5, 7, 9, 6, 11 |
Bibliography
creación, emisión y difusión de contenido. Barcelona: Paidós.
y televisión digital y analógica por cable, satélite y terrestre. Barcelona: Bosch Comunicación
Software
The software that will be used in this subject will be:
- AUDACITY
- DA VINCI RESOLVE