Class Production for Platforms Workshop III: Advertising

The concept of advertising has evolved in line with globalisation, the democratisation of tools, and the diversity of available media. Today, advertising is synonymous with brand communication, encompassing content that is mobile, programmatic, social, native, among others. We live in a context where advertising is "augmented." Terms such as advertainment, viral, buzz, tryvertising, branded content, neuromarketing, advergaming, ambush, growth hacking, prankvertising, experiential marketing, cross-device, and transmedia are part of the vocabulary of advertisers' communication plans. Within this web of concepts and advertising strategies, audiovisual advertising plays a crucial role in communication and in the relationship with audiences. This module focuses on acquiring the necessary tools to produce and execute an advertising campaign, seeking to answer the question: what is the role of creativity in advertising campaigns?

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The analysis of the different times of advertising using campaigns that mark the time and the context in which they are made; the investigation of relevant campaigns in the advertising world; reflecting on the role of the director in the campaigns shown and experimenting with the different ways of approaching an advertising campaign will allow students to achieve their goals and increase their skills in the area.

Samsara Pedagogical Model: - Adapts teaching to the individual needs of each student; - Recognises and values different ways of learning, allowing each student to follow their own pace and learning style; - Digital tools are used to personalise content and engage students in a more interactive way; - Stimulates collaboration, creativity, and critical thinking. Encourages sustainable practices and environmental awareness; - Utilises continuous assessment methods to monitor students' progress; - Continuous assessments provide constant feedback and support the development of students; - Promotes the integration of different areas of knowledge, breaking away from the traditional segmentation of subjects; - Encourages the connection between different forms of knowledge to provide a more comprehensive and contextualised understanding, and is committed to the inclusion of all students, regardless of their differences.

LORENTE, J. (1989) Casi todo lo que se¿ de publicidad. Barcelona: Ediciones Folio. MORENO, I. (2003) Narrativa Audiovisual Publicitaria. Barcelona: Paido¿s.  BASSAT, L. (1994) El libro rojo de la publicidad, Barcelona, Folio. GONZÁLEZ Requena, J. (1995) Espot Publicitario o las metamorfosis del deseo: ed. Ca¿tedra, Madrid,  VÁZQUEZ, Bele¿n Lo¿pez (2007) Publicidad Emocional - Estrategias creativas: ed. business&Shool Esic, Madrid.