Advertising Design

Code: VIS14217L

6 ECTS

Duration: 15 weeks/156 hours

Scientific Area: Design

Teaching languages: Portuguese

Languages of tutoring support: Portuguese, English

Regime de Frequência: Presencial

Presentation

Sustainable Development Goals

Educação de qualidade - Assegurar a educação inclusiva, e equitativa e de qualidade, e promover oportunidades de aprendizagem ao longo da vida para todos.

Reduzir as desigualdades - Reduzir as desigualdades dentro dos países e entre eles.

Produção e consumo sustentáveis - Assegurar padrões de produção e de consumo sustentáveis.

Proteger a vida marinha - Conservação e uso sustentável dos oceanos, dos mares, e dos recursos marinhos para o desenvolvimento sustentável.

Proteger a vida terrestre - Proteger, recuperar e promover o uso sustentável dos ecossistemas terrestres, gerir de forma sustentável as florestas, combater a desertificação, deter e reverter a degradação da Terra e deter a perda da biodiversidade.

Parcerias para a implementação dos objetivos - Fortalecer os meios de implementação e revitalizar a parceria global para o desenvolvimento sustentável.

Learning Goals

General Objectives:
The classes aim to provide theoretical and practical references in the context of Communication Design with a focus on Advertising Design, specifically in building an advertising campaign to promote and advertise a product or service and exploring stimuli in the empirical visual perception.
We also intend to develop the skills of analysis and critical sense, the ability of designing the project based on functional and aesthetic criteria, and the investigation and develop the several phases of project methodology based on well-defined concepts.
Specific Objectives:
Encourage the creation of visual concepts; objectify the visual speech and its creative application.
The student must be endowed with abilities that allow him to give a professional response at an intermediate level as part of a project of communication design in which the main vehicle for the project development is located in Advertising Design application for an Advertising Campaign.

1. The Origin of Brands and Advertising
1.1. The history of big brands in advertising
1.2. Branding / Identity
1.3. Advertising Media
1.4. Case Studies: Coca-Cola; Apple; Nespresso; Adidas

2. Traditional Advertising and the Media
2.1. Printed Media: Outdoor; Mupi; Poster; Flyer; Press-kit; Graffiti.
2.2. Audiovisual Media: Television Ads; Radio Spots

3. New Technologies / New Advertising Media
3.1. Online Advertising
3.2. Web applications
3.3. Interactive design

4. Phases of Designing an Advertising Campaign
4.1. Briefing
4.2. Market Research and Analysis
4.3. Concept Definition and Development
4.4. Values and Graphic Communication
4.5. Planning
4.6. Layout
4.7. Final Arts and Prototypes

Teaching Methods

The methodology is based on a series of structured lessons and may resort to the Department's projects,commercial projects, competitions, research projects, conferences, seminars and workshops. Structured customized tutorials and discussion groups are at the heart of the programme.
Continuous assessment will be based on attendance, with high rates of participation in activities in the classroom, whether individually or in groups, development and resolution of projects, meeting deadlines and academic progress in knowledge and practice of the student as a potential professional in the area. The final assessment is a time for general discussion of the route taken by the student during the semester, based on his ability to respond to the project and its implementation, quality presentation and communication skills.
Attendance 10 %
Mid-Term Review 50%
Final Evaluation 40%