This is a highly practical subject closely tied to the day-to-day reality of the creative profession:



- Finding original solutions to advertising communication problems, overcoming the fear of the blank page.

- Overcoming limitations due to shame or fear of error in the ideation, presentation, and defense of advertising campaigns.

- Unlocking seemingly unsolvable situations in the search for ideas by understanding different formats, mediums, platforms, and creative trends.

- Being able to assess the communicative effectiveness of advertising pieces considering textual, aesthetic, and visual aspects.



GENERAL COMPETENCIES



G002 - Applying theories and methodological tools to practice in different communication processes and contexts.

G003 - Synthesizing, developing, and applying new creative approaches to solving communication problems.

G004 - Analyzing, interpreting, explaining, and critically evaluating facts, social processes, texts, and communication projects.

G005 - Communicating and presenting, fluently, effectively, and argumentatively, projects, achievements, and results of work and research, in different genres, formats, and advertising and public relations media.

G006 - Developing skills and abilities related to participation, management, and optimization of teamwork, applying informed criteria to decision-making and evaluation of results.

G007 - Applying skills and using techniques, technologies, and resources to the development of content and processes of advertising communication, public relations, and information in general.

G009 - Acquiring knowledge and experience of professional environments and routines in order to get closer to the reality of the work of the different professional profiles in the field of advertising and public relations demanded by the market.

G010 - Searching, selecting, prioritizing, and analyzing information and documentation from different sources, adapting its content to different narrative forms and strategies.



BASIC COMPETENCIES



CB2 - Ensuring that students know how to apply their knowledge to their work or vocation in a professional manner and possess the skills usually demonstrated through the elaboration and defense of arguments and problem-solving within their field of study.

CB3 - Ensuring that students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

CB4 - Ensuring that students can transmit information, ideas, problems, and solutions to both specialized and non-specialized audiences.

CB5 - Ensuring that students have developed the learning skills necessary to undertake further studies with a high degree of autonomy.



CROSS-CUTTING COMPETENCIES



CT1 - Autonomy and self-regulation.

CT5 - Information management and digital citizenship.

CT6 - Innovation and entrepreneurship.

CT8 - Teamwork.



SPECIFIC COMPETENCIES



- Capacity for the ideation, planning, execution, and evaluation of communication campaigns.

- Ability and skill to defend advertising communication campaigns, both orally and in writing.

Theoretical Program



BLOCK I: WHERE ARE IDEAS AND HOW ARE THEY?



> Topic 1. The human brain.



> Topic 2. Concept of creativity: study approaches and styles of thinking.



BLOCK II: WHO HAS THE IDEAS AND HOW DO THEY ARISE?



> Topic 3. The creative person: skills and abilities.



> Topic 4. The creative process: phases.



BLOCK III: IDEA GENERATION



> Topic 5. Creative techniques.



> Topic 6. Creativity and persuasive communication.



BLOCK IV: CREATIVE CONTESTS



> Topic 7. Types of contests and types of briefings.



> Topic 8. How to enter contests and have options: the case study.



BLOCK V: THE PORTFOLIO



> Topic 9. The portfolio as a professional tool.



> Topic 10. Configuration and characteristics of a portfolio.





Practical Program



Throughout the semester, various group, pair, and individual exercises will be carried out, mainly the resolution of real briefings from national and international contests.



Throughout the semester, the works proposed by the teaching staff will be included in the individual portfolio. These are pieces of various kinds that will reflect both current trends in advertising communication and aesthetics. In this way, we will work both on still images and moving images, as well as on advertising writing. At the end of the semester, students must have uploaded all the pieces they have created during the semester to their personal profile on the Behance online portfolio platform.

The subject is divided into two parts, with the theoretical program delivered through lectures held weekly in the classroom. The theoretical learning process will be reflected in the practical program, meaning continuous application of theory in practical exercises to consolidate acquired knowledge. The aim is to familiarize students with the functioning of a creative department by creating different pieces, solving various real briefs, and developing case studies.



Students will tackle various advertising contests aimed at young creatives, thus, they will work on real assignments for different brands. These assignments must be completed within a specified time frame and under the constant supervision of the teaching staff.



Therefore, engaging in proposed practical exercises allows students to internalize knowledge and develop skills necessary to work as creatives, teaching them to work autonomously and creatively as small creative teams to find solutions to different communication problems posed in each project.



Additionally, teams wishing to do so can enter their pieces into creative contests to test the campaigns they have created and compete against students from other universities and creative schools.



Every week, students will have the opportunity to be supervised in the classroom where the teaching staff will provide instructions, strategies, etc., to develop creative proposals that meet the requirements of the projects. As the proposed exercises are carried out, students will have to present their work in the classroom, after which the teaching staff will examine and evaluate each campaign and provide feedback to the groups on their progress and areas for improvement.



Active attendance is required for both theoretical classes and practical sessions to ensure the smooth running of the course.



In-person activities:



- Lecture: Theoretical in-person training.

- Development of participatory activities in the traditional classroom, where student participation in critical thinking and debate will be positively valued. The activities to be carried out include:

> Viewing classic and contemporary advertising pieces, followed by debates on them and discussions on the awards of various advertising festivals and current industry news.

> Various mandatory group, pair, and individual practical assignments will be proposed.

> Presentation and oral defense of projects in the classroom.

> Workshops and seminars with the participation of alumni and active professionals in the classroom.



Non-presential activities:



- The learning process within the classroom will be complemented by autonomous learning outside the classroom, which each student will develop with the support of tutorials and the eGela virtual classroom.

Students opting for continuous assessment:



The subject will be passed by adding the grade of the theoretical part, a written test (20% value) to be carried out at the end of the semester, and the grade of the practical part (80% value) which will be achieved through the completion of the aforementioned practical exercises. Several of these exercises will have a group and collaborative nature, while others will be individual. Not all exercises will carry the same weight in the final grade of the practical part.



Students opting for final assessment:



For students who, for justified reasons as outlined in the student framework regulations (Article 8 of the Student Assessment Regulations), do not attend class and do not participate in classroom practices or project development, a final assessment will be arranged. This will consist of a theoretical exam (20%) and a practical part (80%), allowing the subject to be evaluated at 100%. The exam will take place on a date and time specified by the Center.

Online platform: eGela

All materials provided by the professor on the eGela platform for interaction with students during the course will be mandatory for consultation. This platform will feature teaching support materials, including theoretical materials, briefings, campaign examples, and other related resources of interest.

eGela: https://egela.ehu.eus/

Basic bibliography

BAÑOS GONZÁLEZ, Miguel (2001): Creatividad y publicidad. Ediciones del Laberinto, Madrid.



DEL RÍO, Jorge (2007): Gestión del departamento creativo. Eunsa, Pamplona.



HERNÁNDEZ MARTÍNEZ, Caridad (1999): Manual de Creatividad Publicitaria. Editorial Síntesis, Madrid.



PRICKEN, Mario (2009). Publicidad Creativa. Barcelona. Gustavo Gili.

In-depth bibliography

ARDEN, Paul (2008). Pienses lo que pienses, piensa lo contrario. Madrid. Ed. Maeva.

BASSAT, Lluís (1993): El libro rojo de la publicidad. Folio, Barcelona.

BONO, Edward de (2000): Simplicidad: técnicas de pensamiento para liberarse de la tiranía de la complejidad. Paidós, Barcelona.

CASTELLBLANQUE, Mariano (2009). Manual del redactor publicitario. Ed. Esic.

CHECA GODOY, Antonio (2007): Historia de la Publicidad, Netbiblo.

EGUIZÁBAL, Raúl (1998): Historia de la publicidad. Eresma & Celeste, Madrid.

FERNÁNDEZ GÓMEZ, Jorge David (2005): Aproximación a la estructura de la publicidad. Comunicación Social, Sevilla.

KLEIM, Naomi (2001): No logo. Paidós, Barcelona.

MAHON, Nik (2010). Dirección de Arte en Publicidad. Barcelona. Gustavo Gili.

MÉNDIZ NOGUERO, Alfonso (2000): Nuevas formas publicitarias. Patrocinio, product placement, publicidad en Internet. Servicios de publicaciones de la Universidad de Málaga, Málaga.

MOLINÉ, Marçal (2000). La fuerza de la publicidad. Madrid. Ed. McGraw-Hill.

OEJO, Eduardo (1998): Dirección de arte. Eresma & Celeste, Madrid.

OGILVY, David (1985): Confesiones de un publicitario. Orbis, Barcelona.

SEGARRA, Toni (2009): Desde el otro lado del escaparate. Espasa-Calpe, Madrid.

SOLANA, Daniel (2010): Postpublicidad. Doubleyou, Barcelona.

TUNGATE, Mark. (2007): Ad Land: A Global History of Advertising. Kogan Page, Philadelphia.

Journals

Specialized magazines and creative communities:

1. Campaign http://www.campaignlive.co.uk/
2. Creative Review https://www.creativereview.co.uk/
3. Shots https://www.shots.net/
4. Adlatina http://www.adlatina.com/
5. Advertising Age http://adage.com/
6. Anuncios http://www.anuncios.com/
7. Control http://controlpublicidad.com/
8. Creativity http://creativity-online.com/
9. Lürzer’s Archive https://www.luerzersarchive.com/
10. Latin Spots https://www.latinspots.com/sp/
11. Ads of the world http://adsoftheworld.com/
12. Programa Publicidad https://www.programapublicidad.com