Art Direction
Code: 103145 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | OT | 4 |
Contact
- Name:
- Carlos David Badajoz Dávila
- Email:
- david.badajoz@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
It's requiered to passed the Design in Advertising and PR course in the second year.
Otherwise (Erasmus, Socrates, visitor etc), basic design knowledge is required, as well as design software knowledge (Affinity Publisher, Affinity Photo, Indesign, Illustrator, Photoshop). This subject is linked to the knowledge acquired in “Design in Advertising and Public Relations” specifically and, more generally, to the various subjects of the Creativity mention.
Art Directon is also linked to “Creativity in Advertising and Public Relations”. Having adequately passed the previous courses ensures proficiency in Art Direction.
Objectives and Contextualisation
Overall objective:
To 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.
Learning Outcomes
- CM15 (Competence) Devising creative and persuasive messages that respond to the communication needs of advertising agencies without violating the democratic values or the fundamental rights of the public.
- KM18 (Knowledge) List the optimal expressive resources of written, graphic, and audiovisual languages to construct original and attractive messages.
- KM19 (Knowledge) Recognise the limits and opportunities of technology in the distinct stages of the creative process.
- SM15 (Skill) Produce advertising and public relations messages that respond to the needs of clients and consumers using both conventional and emerging technologies.
Content
Part 1
Foundations of Art Direction
Professional profile of the Art Director
Academic context of the Art Direction
Competencies of the AD
Part 2
Theorization of the AD
Briefing
Conceptualization
Visual communication
Visual Apple and Visual Attract
Visual Code
Visual Rhetoric
Symbolic Representation
Part 3
Methodology of the AD
Trends and Styles
Creativity, Communication and Aesthetics
Design Thinking, Process and Management
Representation and Production Media
Evaluation and Validation
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Seminars | 15 | 0.6 | KM18, KM19 |
| Theory | 15 | 0.6 | CM15, KM18, SM15 |
| Works | 22.5 | 0.9 | CM15, SM15 |
| Type: Supervised | |||
| Tutorials | 7.5 | 0.3 | CM15, KM18, KM19, SM15 |
| Type: Autonomous | |||
| Works | 82.5 | 3.3 | CM15, SM15 |
The course has three basic parts: Theory, Seminars and Practices.
Theory: Based on the theoretical explanations in class, the study of the proposed bibliography and the personal study on the object.
Seminars: Based on the work of the student - in group - and the professor's guidance to solve creativity and visual problems.
Practices: Based on the realization of specific exercises or activities that allow working the skills of the subject.
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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Briefing 1 - Concept | 15 | 1 | 0.04 | CM15, SM15 |
| Briefing 2 - Tone | 15 | 1 | 0.04 | CM15, SM15 |
| Briefing 3 - Insight | 15 | 1 | 0.04 | CM15, KM18, SM15 |
| Briefing 4 - Positioning | 15 | 1 | 0.04 | CM15, KM19, SM15 |
| Briefing 5 - CTA | 15 | 1 | 0.04 | CM15, KM18, KM19, SM15 |
| Briefing 6 - Art | 15 | 1.5 | 0.06 | CM15, KM18, KM19, SM15 |
| Written Test | 10 | 1 | 0.04 | KM18, KM19 |
This course follows continuous assessment and does not provide for a single evaluation.
The course consists of different evaluation activities:
A. Written test/essay on art direction (10%)
B. Different pieces (6) where it will be necessary to demonstrate the knowledge, skills and attitudes in carrying out specific activities (90% of the course grade). They are indicated in the Activitast table.
Recovery process Students will have the right to recover the course if they have been evaluated on the set of activities the weight of which is equivalent to a minimum of 2/3 parts of the total course grade. All evaluation activities are recoverable.
Non-evaluated students
It is considered that the student cannot be evaluated when some of these circumstances occur:
- When a minimum of 2/3 parts of the total evaluable activities have not been carried out.
- When the delivery of the works is not done according to the course schedule and the indications of the teaching staff.
- When the teaching staff detects signs of copying or plagiarism in the activities.
Second enrollment In case of second enrollment, the student will be able to carry out a single synthesis test which will consist of delivering the activities / rubrics that have not been passed during the previous course. The course grade will correspond to the synthesis test grade.
Plagiarism
The student who carries out any irregularity (copying, plagiarism, identity impersonation, …) that may lead to a significant variation in the grade of an evaluation act, will be graded with 0 this evaluation act. In case several irregularities occur, the final grade of the course will be 0.
Course programming
The detailed calendar with the content of the different sessions will be displayed on the day of the course presentation. It will also be posted on theVirtual Campus where students can find the detailed description of the exercises and practices, the various teaching materials and any necessary information for the proper follow-up of the course.
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
Clavera Anna, (2007) De lo bello de las Cosas. GG. Barcelona.
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 lapublicitat. 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.
Software
The Affinity (Publisher, Designer, Photo) or similar program will be used in the course.
In addition, students can use other programs, prior communication and agreement with the teaching staff.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | English | second semester | afternoon |
| (TE) Theory | 5 | English | second semester | afternoon |