Written, Oral and Audiovisual Expression
Code: 104895 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | FB | 1 | 2 |
Contact
- Name:
- Josep Maria Blanco Pont
- Email:
- josepmaria.blanco@uab.cat
Teaching groups languages
You can check it through this link. To consult the language you will need to enter the CODE of the subject. Please note that this information is provisional until 30 November 2023.
Prerequisites
Students will have to acquire the basic knowledge of certain software, such as text editors, video editors, audio editors (audacity), and network tools such as text messaging, around google (google docs, gmail ...) and hosts such as youtube, vimeo or soundcloud.
Objectives and Contextualisation
Competences
- Demonstrate adequate knowledge of Catalonia's socio-communicative reality in the Spanish, European and global context.
- 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.
- Differentiate the discipline's main theories, fields, conceptual developments, theoretical frameworks and approaches that lay the foundations for the discipline's knowledge and its different areas and sub-areas, as well as its value for professional practice by means of specific cases.
- Identify modern communication traditions in Catalonia, Spain and worldwide and their specific forms of expression, as well as their historic development and the theories and concepts that study them.
- Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
- Research, select and arrange in hierarchical order all kind of sources and useful documents for the development of advertising messages.
- Rigorously apply scientific thinking.
- 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 a third language as a working language and means of professional expression in the media
- Use advanced technologies for optimum professional development.
Learning Outcomes
- Communicate using language that is not sexist or discriminatory.
- Consider how gender stereotypes and roles impinge on the exercise of the profession.
- Contextualise the different advertising trends and the work of renowned advertisers.
- Critically analyse the principles, values and procedures that govern the exercise of the profession.
- Differentiate the specificities of written and audiovisual languages.
- Explain the basic principles of sound and image recording in handling audiovisual recording equipment.
- Explain the development of modern advertising traditions in the world.
- Find substance and relevance in documents on theory, structure and communication in a third language.
- Identify situations in which a change or improvement is needed.
- Identify the basic principles of building the professional microphone voice.
- Identify the principal forms of sex- or gender-based inequality and discrimination present in society.
- Interpret and discuss texts regarding the main communication, advertising and public relations theories and present the summary of the analysis in writing and in public.
- Propose projects and actions that incorporate the gender perspective.
- Recognise the basic principles of audiovisual performance before a microphone and camera.
- Research, select and arrange in hierarchical order all kind of sources and useful documents for the development of advertising messages.
- Rigorously apply scientific thinking.
- 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.
- Use advanced technologies for optimum professional development.
- Use technological instruments for the composition and editing of graphic messages.
Content
Topic 1: Written communicative languages
Topic 2: Sound communicative languages
Topic 3: Audiovisual communicative languages.
The detailed timetable with the content of the different sessions will be displayed on the day of the presentation of the course. It will also be posted on the Virtual Campus where students will be able to find a detailed description of the exercises and practicals, the various teaching materials and any other information necessary to follow the course.
Methodology
The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.
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 | |||
| Description and analysis of audiovisual pieces | 8 | 0.32 | 4, 16, 15, 1, 3, 5, 6, 7, 10, 11, 9, 12, 13, 19, 18, 17, 14, 8, 21, 20, 2 |
| Expositive sessions | 15 | 0.6 | 4, 16, 15, 1, 3, 5, 6, 7, 10, 11, 9, 12, 13, 19, 18, 17, 14, 8, 21, 20, 2 |
| Production of audiovisual pieces | 29.5 | 1.18 | 4, 16, 15, 1, 3, 5, 6, 7, 10, 11, 9, 12, 13, 19, 18, 17, 14, 8, 21, 20, 2 |
| Type: Supervised | |||
| Monitoring of advertising audiovisual productions | 7.5 | 0.3 | 4, 16, 15, 1, 3, 5, 6, 7, 10, 11, 9, 12, 13, 19, 18, 17, 14, 8, 21, 20, 2 |
| Type: Autonomous | |||
| Planning and production of audiovisual pieces | 52.5 | 2.1 | 4, 16, 15, 1, 3, 5, 6, 7, 10, 11, 9, 12, 13, 19, 18, 17, 14, 8, 21, 20, 2 |
| Readings, viewing and audiovisual analysis | 30 | 1.2 | 4, 16, 15, 1, 3, 5, 6, 7, 10, 11, 9, 12, 13, 19, 18, 17, 14, 8, 21, 20, 2 |
Assessment
The competences of this subject will be assessed through various activities. In order to be eligible for the evaluation of these activities, students must have attended all the sessions or 85% of them if they are excused absences (excused does not mean having notified that you are leaving on a trip, but that it is an unavoidable absence -sickness, etc.-).
- Activity A: Follow-up and delivery of work assigned for the practicals (PL) (50%) [10% individual written expression practice, 20% group sound expression practice, 20% group audiovisual expression practice ].
- Activity B: Group practice report (TC) (20%)
- Activity C: Individual evaluation tests (PA) (30%)
In order to pass the course, it will be necessary to have a mark of 5, which will be obtained from the weighted calculation of the marks of each activity. In order to carry out this weighted calculation, the activities will have to have a minimum mark of 4.5. If any of the sections does not reach 4.5, the average will not be calculated and the subject will not be passed. However, students will be able to re-evaluate the PA and the TC. SL may not be reassessed as these are competences and skills acquired throughout the course that cannot be assessed in a reassessment test.
Reassessment:
Students will be entitled to the revaluation of the subject. They should present a minimum of activities that equals two-thirds of the total grading.
Students who have taken part in the continuous assessment and who do not pass the APs or CTs may re-evaluate provided that they have obtained a minimum mark of 3.5 points in the activity they have failed. The AP will be re-evaluated with a new AP. The TC will be re-evaluated by repeating the TC.
In the case of second enrolment, students may take a single synthesis test consisting of a theoretical-practical test. The grade of the subject will correspond to the grade of the synthesis test.
Plagiarism:
The student who carries out any irregularity (copying, plagiarism, impersonation,...) that may lead to a significant variation in the grade of an act of evaluation, will be graded with 0 this act of evaluation. In the event of various irregularities, the final grade for the course will be 0.
The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.
In this subject there is no single evaluation.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Analysis of audiovisual publicity pieces (individual evaluation) | 40% | 2 | 0.08 | 4, 16, 15, 1, 3, 5, 7, 11, 9, 12, 13, 19, 18, 17, 8, 2 |
| Course work and memory | 20% | 2 | 0.08 | 4, 16, 15, 1, 3, 5, 6, 7, 10, 11, 9, 12, 13, 19, 18, 17, 14, 8, 21, 20, 2 |
| Laboratory practices: production of diverse audiovisual fish (avaluació en grup) | 40% | 3.5 | 0.14 | 15, 1, 3, 5, 6, 10, 11, 12, 13, 14, 21, 20, 2 |
Bibliography
Software
Use of Ganesha server