Logo UAB
2021/2022

Audiovisual Advertising Production

Code: 104902 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations OB 3 2
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:
Nicolás Lorite García
Email:
Nicolas.Lorite@uab.cat

Use of Languages

Principal working language:
spanish (spa)
Some groups entirely in English:
No
Some groups entirely in Catalan:
Yes
Some groups entirely in Spanish:
Yes

Teachers

Joan Riedweg Perez
Joaquín Crespo Miquel

Prerequisites

This asignatura of third course of the Degree of Advertising and Public Relations, part of the knowledge on audiovisual grammar that the alumnado has received previously in the asignatura of Communicative Languages Written and Audiovisual of first course.
The external students (Erasmus or mobility) or change of cycle must justify the minimum knowledge established in the teaching plan to be able to enroll in the subject.
It is recommended to contact before the start of classes with the teacher responsible for the subject.

Objectives and Contextualisation

Conceptualization and realization of audiovisual advertising products.
1.- Production:
The general process of audiovisual production in film and television.
Specificity in advertising activity. Advertising formats.
2.- Realization:
The basic knowledge of audiovisual language.
Technological and technical training for the use of audiovisual resources for taking images and sound and staging.
3.- Post-production:
The technological and technical training for the use of the audiovisual resources of the assembly and the digital edition. This will allow to have a consolidated knowledge framework to define the importance of Production and Realization in the general formation of Communication and specifically of the advertising production process.
Knowledge of the development of audiovisual projects and organization of human resources, knowledge of the development of audiovisual projects and organization of human, artistic and technological resources to apply to their activity in the field of advertising.
Special impact on the advertising figure of the Producer as responsible for the organization and development of advertising production in the audiovisual media.

Competences

  • Demonstrate knowledge of the narrative and expressive characteristics of audiovisual languages.
  • Demonstrate knowledge of the structure and functions of the technological context that plays a role in the advertising communication process.

Learning Outcomes

  1. Distinguish the basic principles of production, post-production and audiovisual production.
  2. Use technological instruments for the production, editing and post-production of audiovisual messages.

Content

syllabus
1.- PRODUCTION:
THE PRODUCTION PROCESS.
Production and organization phases.
Technical and production personnel.
Work plan.
Filming plan.
ADVERTISING PRODUCTION.
The advertising producer.
Relations advertising agency and producer.
The Producer.
Casting.
Advertising formats, genres and styles.
Production and realization styles.
Decalogue and manual of style.
2.- REALIZATION:
THE ADVERTISING SCRIPT.
The idea.
Synopsis and treatment.
The literary script.
The technical script.
storyboard.
 
THE REALIZATION.
Narrative units: plane, scene and sequence,
The camera: features and taking images and sound
The composition.
Planning the filming on set and outdoors.
3.- POSTPRODUCTION.
Assembly and rhythm Sonorization.
The digital technological and technical process.
Soundtrack: voice, music, voice and effects.
Graphic editing: color, typography.

Methodology

ACTIVE PEDAGOGY:
1 ADVERTISING PROJECT
The students are grouped into production EQUIPMENT from which they carries out the realization of an ADVERTISING PROJECT, aimed at devising, carrying out and designing the dissemination strategy of an advertising, commercial or social campaign, of which 'they end up producing a spot and a telestore, according to a model of active pedagogy, theoretical-practical, consisting of experiencing the theoretical concepts taught in the classes and applying models of audiovisual realization similar to those carried out in the professional field. The advertising project is aimed at organizing human, artistic and technological resources in the field of advertising production.
The PROJECT is therefore the backbone on which the theoretical corpus is articulated and experienced, applied through active peagogia, taking into account the stages of: PRE-PRODUCTION (Script and Organization), REALIZATION (Recording and staging) and POST-PRODUCTION (Editing).
The PROJECT has the support of a decalogue or manual of style with the fundamental aesthetic and ethical criteria to be taken into account for the realization of the products (spots and teleshopda) of the advertising project.
Each decalogue takes into account the following general reference criteria:
Image: use and narrative value of the plans, movements and movements of the camera, scenarios, light, color and graphics.
Sound: use and value of voice, music and effects.
Protagonists: justification of a typology of bodies, gender, age, phenotype, skin color and other physical traits, as well as interactions between the characters. Advertising representation of reality and/or fiction.
Limits of creative resources such as humor, emotion, etc.
Production: limits set by potential customers
Reception: realization designed in audiences or potential consumers of the messages and social and sociocultural effects dynamitzadors.

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      
EDITING VIDEO AND SOUNDTRACK 32.5 1.3 1, 2
PLANNING THE REALIZATION 10 0.4 1, 2
PLANNING THE REALIZATION 10 0.4 1, 2
Type: Supervised      
EDITING SPOT AND MAKING OF 5 0.2 1, 2
SPOT AND TV STORE PRODUTION 2.5 0.1 1, 2
Type: Autonomous      
PRODUCTION AND REALIZATION SPOT AND TV STORE 82.5 3.3 1, 2

Assessment

The final grade is obtained from the weighting of the grades obtained by the students in the different works carried out, depending on their weight on the final grade:
Spots 30%
Telestore/Telepromotion 20%
Group memory 5%
Individual memory 5%
Group project website 5%
Making of 10%
Decalogue of the group 5%
Individual audiovisual analysis of a spot 20%
Recovery: In case one or more works are not approved, they can be recovered during the planned period taking into account the aspects that the teaching staff deems appropriate to improve.
 

The examples belo

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
AUDIOVISUAL PRODUTION 7 5 0.2 1, 2
GRUPAL AND INDIVIDUAL THEORY WORK 3 2.5 0.1 1, 2

Bibliography

Bassat, Lluis (1994): El libro rojo de la publicidad. 4ª Edición, Madrid: Debolsillo. Disponible en: https://myslide.es/documents/el-libro-rojo-de-la-publicidad-luis-bassat-56a0ff9c0607e.html (consultado el 13 de abril de 2018). Ver un resumen en García-Uceda, Mariola (2009): Las claves de la publicidad. Madrid: ESCI, 6ª Edición, pp.301-309. Disponible en: https://books.google.es/books?id=MSV9_aUxVzMC&pg=PA9&hl=es&source=gbs_selected_pages&cad=2#v=onepage&q&f=false (consultado el 13 de abril de 2018). Ver esta presentación en video:

 http://www.e-studionline.com/materiales/plato_virtual/html5.html (consultado el 13 de abril de 2018).

Blanch, M.; Lázaro, P. (2010) Aula de locución. Madrid: Cátedra.

Fernández Díez, F.; Martínez Abadía, J. (1999) Manual básico de lenguaje y narrativa audiovisual. Barcelona: Paidós.

Lázaro, P. (2016): Apunts. Assignatura: Llenguatges Comunicatius Escrits i Audiovisuals. Bellaterra: UAB.

Lorite García, N. (2021): “Publicidad, diversidad fenotípica y dinamización intercultural en Cataluña en tiempos de crisis y cambios”. En Cuadernos.info, 48, pp.139-165. Disponible en: http://ojs.uc.cl/index.php/cdi/article/view/27671:  (consultado el 3 de febrero de 2021).

Lorite García, N.; Grau Rebollo, J.; Lacerda, J. (2018): “Representation of sociocultural diversity in audiovisual advertising: materials for inclusive treatment”. En Revista Latina de Comunicación Social, 73, pp. 425 a 446. Disponible en: http://www.revistalatinacs.org/073paper/1263/22es.html (consultado el 3 de abril de 2018).

Lorite García; N.; Grau Rebollo, J. (2017): “La representación de la diversidad sociocultural en la publicidad televisiva de prime-time en España desde la óptica del alumnado universitario”, en Temps d’Educació, 53, Barcelona: Universitat de Barcelona. Disponible en: https://ddd.uab.cat/pub/artpub/2017/186421/temedu_a2017v53p13.pdf (consultado el 14 de abril de 2018).

Lorite García, N.; Entenza, A.; Muraca, E. (2017): “Identidad cultural de la música y el color en la publicidad televisiva española. Propuestas para su incorporación al aula”. En Temps d’Educació, 53, p. 45-65. Universitat de Barcelona. Disponible en: https://ddd.uab.cat/pub/artpub/2017/186422/temedu_a2017v53p45.pdf (consultado el 14 de abril de 2018).

Millerson, G. (2001): Técnicas de realización y producción en TV. IORTV, Madrid. Cuarta edición.

Morales Morante, F. (2017).  Editing and Montage in International Film and Video: Theory and Technique. London: Focal Press - Rouledge/Taylor and Francis.

Morales Morante, F. (2013): Montaje audiovisual: Teoría, técnica y métodos de control. Barcelona: UOC.

Rodríguez Bravo, A. (1998) La dimensión sonora del lenguaje audiovisual. Barcelona: Paidós.

Software

DaVinci Resolve