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2022/2023

Design in Advertising and Public Relations

Code: 103144 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations OB 2 1

Contact

Name:
Ana I. Entenza Rodriguez
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

Teachers

Jordi Colet Ruz
David Badajoz Dávila

Prerequisites

They have not been described.

Objectives and Contextualisation

Applying the knowledge of advertising and public relations to organize information and communicate in the graphic formats.

Transmitting information through graphic messages.

Using the formal elements and adapt the graphic messages taking into account the recipients of the information.

Training professionals in advertising and public relations, prepared to organize information in graphic formats.

Discovering the functions of creativity, design and production of advertising pieces.

Introducing the basic knowledge linked to the creative direction regarding the design of pieces of advertising communication and public relations.

Introducing the basic knowledge linked to the art direction with respect to the design of pieces of advertising communication and public relations.

Competences

  • Demonstrate knowledge of the structure and functions of the technological context that plays a role in the advertising communication process.
  • Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
  • Students can apply the knowledge to their own work or vocation in a professional manner and have the powers generally demonstrated by preparing and defending arguments and solving problems within their area of study.
  • Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
  • Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
  • Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
  • Take account of social, economic and environmental impacts when operating within one's own area of knowledge.
  • Take sex- or gender-based inequalities into consideration when operating within one's own area of knowledge.
  • Use different theories and techniques in the graphic composition of texts.
  • Use one's imagination with flexibility, originality and ease.

Learning Outcomes

  1. Analyse a situation and identify its points for improvement.
  2. Analyse the sex- or gender-based inequalities and the gender biases present in one's own area of knowledge.
  3. Classify aesthetic theories and techniques that play a role in advertising's graphic design and art management.
  4. Communicate using language that is not sexist or discriminatory.
  5. Consider how gender stereotypes and roles impinge on the exercise of the profession.
  6. Critically analyse the principles, values and procedures that govern the exercise of the profession.
  7. Explain the explicit or implicit code of practice of one's own area of knowledge.
  8. Identify situations in which a change or improvement is needed.
  9. Identify the social, economic and environmental implications of academic and professional activities within one's own area of knowledge.
  10. Propose new methods or well-founded alternative solutions.
  11. Propose new ways to measure the success or failure of the implementation of innovative proposals or ideas.
  12. Propose projects and actions that incorporate the gender perspective.
  13. Propose viable projects and actions to boost social, economic and environmental benefits.
  14. Students can apply the knowledge to their own work or vocation in a professional manner and have the powers generally demonstrated by preparing and defending arguments and solving problems within their area of study.
  15. Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
  16. Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
  17. Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
  18. Use one's imagination with flexibility, originality and ease.
  19. Use technological instruments for the composition and editing of graphic messages.
  20. Weigh up the impact of any long- or short-term difficulty, harm or discrimination that could be caused to certain persons or groups by the actions or projects.
  21. Weigh up the risks and opportunities of both one's own and other people's proposals for improvement.

Content

TOPIC 1. PROCEDURE

Block 1 Subjects and Objects

  1. Creative direction and creative idea
  2. Art direction and formal idea
  3. Structuring the visual missatge
  4. work plan

Block 2 Production

  1. Edition
  2. Production process
  3. Collation rules
  4. Correction rules
  5. Supports
  6. Printing
  7. Postpress and costs
  8. Web forms

 

TOPIC 2. ELEMENTS

Block 3 Tipometry

  1. Components
  2. Variables

Block 4 Typography

  1. Formal expression: graphics and contragraphisms
  2. Typography variables
  3. Use and representation
  4. Macro and micro-typography

Block 5 Color

  1. Color spaces
  2. Expression
  3. Use and Reproduction

Block 6 Graphics

  1. Variables
  2. Typology
  3. Expression
  4. Use and representation

Block 7 Graphic architecture:

  1. Formal strategy
  2. Text and image: visualization
  3. Visual rhetoric
  4. The perceived form

 

TOPIC 3. FOUNDATIONS

Block 8 Design rationale

  1. Design theorizing
  2. Design and movement concept

Block 9 Graphic Aesthetics

  1. Organic and Inorganic
  2. Graphic Communication

Methodology

Training activities in ECTS credits, teaching-learning methodology and relation to the skills that students must acquire. 
 Training activities 

 %ECTS; hours 

 
Teaching-learning methodology

 competitions

 Directed 

  Theory classes

 10%; 15h.

  Theory classes

 CE6,

 Seminar

 10%; 15 h.

 
Group work of a specific topic or activity.

 CT3

 Laboratory practices

 15%; 22,5h.

 
Activities with specialized equipment in groups.

 CE11, CE14, CE23

 Supervised 

 Tutories

 5%; 7,5h.

Individual or group attended activities aimed to develop knowledge in practical situations and solving learning problems

 CE11, CE23

 Autonomous

Reading, analysis and synthesis of texts, preparation and completion of works

 55%; 82,5h.

Comprehensive reading of texts and studies, recensions, essays, bibliography and realization of schemes, conceptual maps and abstracts 

 CE5, CE6, CE11

 Avaluación

 Evaluation activities

 5%; 7,5h.

 
Expression of knowledge, oral or written.

 CE5, CE6, CE11

 
 

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      
Theory 15 0.6
Works 37.5 1.5 18, 19
Type: Supervised      
Tutorials 7.5 0.3 18
Type: Autonomous      
Works 82.5 3.3 19

Assessment

The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.

 

The subject consists of the following evaluation activities:

1. Activity Examination, 40% of the final grade

2. Practical theoretical activities

2.1 Activity Portfolio 5% of the final grade

2.2 MIV applications 20 % of the final grade

2.3 Manual Visual Image (MIV) 15% of the final grade

2.4 Piece Advertising Graphic: Textual (typography) 10% of the final grade

2.5 Piece Advertising Graphic: Visual (graphics) 10% of the final grade

 

In order to pass, it will be mandatory to obtain a qualification of 5 points on each of the activities.

Furthermore, students will have to follow the instructions of the professors and the additional provided materials. 

1. Chronogram (teaching sessions during the course: hours, classrooms, submissions ...).

2. Activity Card (description of the activities to be carried out and the headings for its evaluation).

3. Course guide (details of the course development and the specific rules for its operation).

4. Study materials and specific learning.

 

Activities are compulsory and can be oriented to theory (graphic theorization) or practice (other evaluation activities). To pass the subject students must have passed all the activities (minimum grade 5).

Recovery

Students will have the right to recover the subject if it has been qualified of a minimum of 2/3 parts of the total grade of the subject.

To be capacitated to submit to the recovery of the subject, the minimum average mark is 3,5.

Students who that have participated in the continuous evaluation, and fail the theoretical test, can recover it via a recovery test, consisting of a new theoretical test.

Unfulfilled practical activities can be recovered via second, on the specifieddate, improving it based on the professor’s instructions (repetition and improvement of the same activity). In this case, the maximum qualification will weigh a 75% of the assigned value, since the same activity is repeated, with the teaching indications to improve it, and with extra time.

If the 2/3 parts have not been fulfilled, students will be able to take the level test that will be done at the end of the course (recovery), which will consist of both a practical and a theoretical test.

 

Second Registration

In the case of a second registration the students can do a single proof of synthesis that will consist of a delivery, activities that had not been approved during the previous academic course.

The qualification of the subject will correspond to the qualification of the synthesis test.

 

Non qualified students 

It will be considered that the students cannot be evaluated when the teachers detect signs of copying or plagiarism in the activities.

 

Copy and plagiarism

Students who commit any kind of irregularity (copy, plagiarism, identity theft...) that can lead to a significant variation of the qualification of an evaluation, will be qualified with a 0. In case of several irregularities, the final grade of the subject will be 0.

 

Subject Planning

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.

 

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
1. Advertising design: Visual (illustrations). 10 0.5 0.02 18, 4, 17, 16, 14, 19
2. Advertising design: text (typographic 10 0.5 0.02 18, 4, 17, 16, 14
3. Visual Image Book 15 1 0.04 6, 2, 1, 18, 3, 4, 7, 9, 8, 21, 10, 11, 12, 13, 17, 16, 14, 19, 5, 20
4. Applications of Visual Image Book 20 1.5 0.06 6, 2, 1, 18, 3, 4, 7, 9, 8, 21, 10, 11, 12, 17, 16, 14, 15, 19, 5, 20
5. Theoretical Exam 40 3 0.12 17, 15, 19
6. Portfolio 5 1 0.04 6, 18, 11, 17, 14, 19, 20

Bibliography

Landa, Robin (2004) El diseño en la publicidad. Anaya Multimedia. Madrid

Blanchard, Gérard (1990). La letra. CEAC, Barcelona

Buzzard, Nick. (1991) Cómo combinar y elegir colores para el diseño gráfico. Gustavo Gili. Barcelona.

Colyer, Martin. (1999) Cómo encargar ilustraciones. Gustavo Gili.BCN.

Lewandowsky, Pina /Zeischegg, Francis (2005) Guía práctica de diseño digital. Parramón. BCN

March, Marion. (1988) Tipografía creativa. Gustavo Gili. Barcelona.

Marshall, Hugh. (1990) Diseño fotográfico. Gustavo Gili. Barcelona 90.

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

Pape, Ian. (1992) Cómo combinar y elegir tipografía para el diseño gráfico. Gustavo Gili. Barcelona.

Perfect, Christopher (1994). Guia completa de la tipografía. Blume. 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

Tena, Daniel (2005) Diseño Gráfico y Comunicación. Pearson Prentice Hall. Madrid.

—, (2011) Diseñar para comunicar. Editorial Bosch. Barcelona.

—, (2017)Diseño Gráfico Publicitario. Editorial Síntesis. Madrid.

West, Suzanne (1991). Cuestión de Estilo. ACK Publish, Madrid.

Software

The course will use the programs Affinity Publisher, Affinity Photo and, as a reading tool, Acrobat Reader.
										
											
										
											The teachers will spend five and two hours, respectively, in the training of the first two.
										
											
										
											At the same time, the teaching staff will provide online resources so that the student can complement their training, if they consider it, with unlimited dedication.