Class Advertising Theory and Practices

Based on theoretical and practical assumptions, in a convergent hybrid dynamic, the curricular unit (CU) is a space for contact, learning and experimentation for students with the advertising sphere, enabling them, through teaching, consolidation and applicability of the necessary knowledge, for a holistic perception of the area. To this end, it is crucial to understand advertising, in a conceptual and empirical dimension. As a consequence, classes are simultaneously expository and operational, meaning that the dual teaching method meets the CU's learning objectives.

Not applicable

1. Advertising: a broad view - evolution, framework, premises, foundations and approaches: 1.1. the history of advertising: the first commercial advertisements in the press, the era of radio and television (contribution to the development of consumption and globalization) until the digital revolution and social networks; 1.2. the main advertising schools (fundamentals of advertising psychology: persuasion, cognitive dissonance theory, memory processes - short / long term, etc.); 1.3. the challenges of ethics.     2. Everyday advertising: a holistic reflection;     3. The advertising agency and the briefing; 4. Creativity and the creative process;     5. Creative strategy and advertising effectiveness.

Viewing and discussion of advertisement. Carrying out creative exercises.

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