Advertisement Production and Direction in Radio and Television (20496)

Degree/study: Bachelor's Degree of Advertising and Public Relations
Year: third.
Term:second.
Number of ECTS credits: 6
Hours of studi dedication: hours
Teaching language or languages: catalan
Teaching Staff: Emma Rodero/ Olatz Larrea/ Isabel Gardela.

1. Presentation of the subject

The course is divided in two different parts. The first five weeks are devoted to radio advertisement production and direction and the last five weeks to television advertisement production and direction.

The radio part focuses on learning and mastering the language, the different tools and the sound resources required to direct and produce radio spots. Therefore, it is eminently practical.

The television part focuses on the analysis of the several modalities of television advertisement, in its conventional aspect (spots) and in new formats considered non conventional advertisement. Students must elaborate an advertisement piece during the practical lessons.

2. Competences to be attained

Radio:

As a general competence, students must know the characteristics of the radio as an advertisement space and be able to direct and produce a radio spot with technical and expressive quality.

Instrumental competences:

-To recognize the characteristics of the radio as an advertisement space.

-To identify and apply the peculiarities of the radio to the advertisement messages.

Systemic competences:

-To use and combine the elements of the radio language in the direction and production of the radio spot.

-To apply the resources or the radio montage to the direction and production of a radio spot.

Interpersonal competences:

-To assess radio advertisement products from a critical perspective.

-To listen to the radio frequently.

Television:

-To know and identify each one of the different modalities of television advertisement, taking into account its constant evolution and its hybrid nature.

-To direct and produce the different genres with technical and expressive quality, using the resources that television offers.

-To apply the cinematographic language to the creation of spots.

-To recognize the formal novelties in films for their adaptation.

-Teamwork.

-Capacity to search and research audiovisual references.

3. Contents

Radio:

1. The radio as an advertising medium

1.1. Advertising efficiency of the radio.

1.2. Radiography of the radio advertisement.

2. Elements of the radio language in the advertising message

2.1. The word.

2.2. The music.

2.3. The sound effects.

2.4. The silences.

3. The radio montage of advertising products

3.1. The radio montage devices.

3.2. The identification of the space.

3.3. Giving a sound perspective.

3.4.Technological resources in the production of advertising messages.

Television:

UNIT 1. Non conventional television advertisement

-Product placement.

-Bartering.

-Sponsorship.

-Intern moment.

-Telepromotion.

-News report.

-Advertising report.

-Informative advice.

-Banners.

-Shared screen.

-Static advertisement.

-Animation of visual symbols.

-Teleshopping.

-Infomercial.

-Channels self-advertising and programmes promos.

-Credits.

UNIT 2. Non conventional television advertisement: spots

- Advertisements classification.

-Types of advertisements.

UNIT 3. Spots inspired by aesthetics and by the cinematographic concept.

- Trendsetting films and sequences and their translation to advertising.

- Film directors who make spots.

- Spots directors who make films.

4. Assessment

Radio: The assessment of the students learning will be based on the grade obtained in the direction and production of a spot and on the work, participation and attendance to the theoretical classes. As the radio part is half of the course, the grade will be out of 5.

Television: The assessment will be based on the final piece to be handed in on the established deadline. The timely delivery of the different parts of the direction and production process shall be taken into account. As the television part is half of the course, the grade will be out of 5.

In order to pass the course, class attendance and the elaboration and handing in of the projects regarding both parts are a prerequisite.

5. Bibliography and teaching resources

5.1. Basic bibliography

Radio:

-RODERO, E.; ALONSO, C.M. y FUENTES, J.A.: La radio que convence. Manual para creativos y locutores publicitarios. Ariel, Barcelona, 2004.

-RODERO, E.: "Publicidad sí, pero no radiofónica", Área Abierta, nº 20, 2008.

Television:

-FARRÉ COMA, J. i FERNÁNDEZ CAVIA, J. La publicidad no convencional a la televisió generalista. Quaderns CAC. Num. 22. Maig-agost 2005

-MENDIZ NOGUERO, A., Nuevas formas publicitarias. Universidad de Málaga/Manuales. 2007

-MORENO, I., Narrativa audiovisual publicitaria. Barcelona. Paidós, 2003

5.2. Complementary bibliography

Radio:

-ALONSO, C.M.: El canto de las sirenas. Comunicación y persuasión en la publicidad radiofónica. UPSA, Salamanca, 2004.

-FERNÁNDEZ, M. y PENA, A.: La publicidad en la radio. Diputación de Pontevedra, Pontevedra, 2000.

-FERRER ROSELLÓ, C.: La publicidad en la radio. Instituto Europeo de Marketing, Madrid, 2001.

-GARCÍA GONZÁLEZ, A.: Producción publicitaria en la radio. Publicaciones Universidad de Vigo, Vigo, 1998.

-RODERO, E.: Producción Radiofónica. Cátedra, Madrid, 2005.

-SCHULBERG, B.: Publicidad radiofónica. El manual autorizado. Mc Graw Hill, Madrid, 1992.

Television:

-PÉREZ RUIZ, M.A., Fundamentos de las estructuras de la publicidad. Editorial Síntesis. Madrid, 1996.

-GURREA, A., Cómo se hace un spot publicitario. Universidad del País Vasco, Bilbao, 2008.

-MEDINA LABERÓN, M., Valoración publicitaria de los programas de televisión. EUNSA, 1998.

-SABORIT, J., La imagen publicitaria en televisión. Cátedra, 1994.

-LÓPEZ, A., La publicidad en televisión.

5.3. Teaching resources

They will be announced at the course platform.

Shots. London, 1990-2008

www.tv3.cat/larentadora

www.losmejoresanunciosdetelevision.com/

6. Metodology

The course has a theoretical and practical character. Theory will be imparted in classes with the whole group, and practice will be divided in four groups that can be divided in subgroups to develop the directing exercises more effectively.

7. Planning of activities

BASIC PLAN OF THE RADIO COURSE
Week	Theoretical part	Practical part
Week 1	Presentation of the course. Radio as an advertising medium.	To develop the first phase of the creation of a radio spot.
		Work on request: To devise a 40 seconds long radio spot specifying: product, definition and description, goals, ideas to highlight, ideas about plannification.
Week 2	The radio language.	-To reflect on the ideas adequacy in their adaptation to sound. -To write a radio script.
		Work on request: to write the definitive script of the radio spot.
Week 3	The radio broadcasting.	-Voice recording. -To clean the voice recording.
		Work on request: Preparation of the complete postproduction of the radio spot.
Week 4	The radio montage.	-To make the radio spot montage.
		Work on request: To upload on the course platform the definitive radio spot.
Week 5	Radio spots attention, serial position and record.	Audition and correction of the radio spots.