Creativity and Advertising

Course Goals 

After the exam, the student should: - know the basics of advertising, thanks to the analysis of its evolution starting from the XX century - recognize the process that generates branded contents' architectures - work on creativity, using communication tools in building visual brand identity - decode and codify brand images, in a creative way and, at the same time, in a consistent way for the brand - know how to manage new kinds of advertisement in the New Millennium with a transmedia approach - develop an advertising project, working in a team with a proactive attitude and collaborating in problem-solving - share the result of their analysis and their conclusion in a clear and incisive way, proving that their approach is both creative and strategic - develop a critical approach in their work and learn new methods in acting.

Course Objectives

The course content will be organized in this way:

• A short history of advertising
• New dynamics in the branding process and brand portfolio management: which advertisement
• Brand personality and visual identity: strategic platforms to produce creativity consistent with brand contents
• Creativity in transmedia storytelling and brand experience
• Native advertising and brand narrative
• Advertisement meets gaming: advergame

Teaching Methods

In accordance with the objectives of this course, classes will be organized in: - lectures, sharing strategic tools in brand communication - workshops, developing an advertising project with group work (involving from 3 to 5 students) about the given brands. There are two workshops, each one with a dedicated tutor that will help the groups in their work.

Assessment

Attending students:

• The advertising project, developed in the workshops, will be assessed as a mark out of 30 after a final presentation at the end of the course.
• Students have also to take a written test with closed-ended questions about the books in the bibliography (only the indicated chapters) and about content developed during classes; the evaluation will be indicated in marks out of 30.
• Students will be able to take also an oral test.
• The final overall mark will be the result of the evaluation given by the Professor and Tutor about the advertising project (60% of the final overall mark) and the written text (40% of the final overall mark).