Curricular Unit:			Code:
Advertising, Creativity and Innovation			1004PCIN
Year:	Level:	Course:	Credits:
1	Postgraduate	Marketing, Advertising and Design for SME	6 ects
Learning Period:		Language of Instruction:	Total Hours:
		Portuguese/English	78
Learning Outcomes of the Curricular Unit:
FROM THE MARKET TO THE MARKET The aim is to provide the student with a transversal view, from "creation" to the final product, with the market and the company as essential units. The purpose of this class, the first Post-Graduation class, is to integrate and make perceptive the structure of the course. CREATIVE WRITING AND ADVERTISING Understand the role of Mashup / Transmédia in the scope of creativity and advertising, creating and justifying strategies for circulation of products in multiple digital formats and through different communities / audiences / platforms. Understand and apply creative production mechanisms that involve Intertextuality, Crossover, Collage and Assembly
Syllabus:
CREATIVE WRITING AND ADVERTISING Mechanisms of textual advertising production under constraint Combinatorics and generativity in the advertising text Appropriation and culture of the remix in Advertising
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
FROM MARKET TO MARKET (subunit). Not applicable. CREATIVE WRITING AND ADVERTISING
Teaching Methodologies (Including Evaluation):
FROM MARKET TO MARKET (subunit). After describing the PG modules, students are asked to explain how each one sees the market in terms of advertising. CREATIVE WRITING AND ADVERTISING Theoretical-practical classes divided into theoretical classes, lectured by the teacher, followed by a debate; and practical classes that aim to develop advertising textual production skills, applying aspects related to Combinatorial Processes, Appropriation and remix. The evaluation is done through a practical, reasoned work, with a strategy proposal for the circulation of products in multiple digital formats and through different communities / audiences / platforms.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
FROM MARKET TO MARKET (subunit). Not applicable. CREATIVE WRITING AND ADVERTISING
Reading:
Bono, E. (2007). How to have a creative ideas. McQuaig Group In. Buzato, M. K.; Silva, D. P. da; Coser, D. S.; Barros, N. N. de; Sachs, R. S. (2013). Remix, mashup, paródia e companhia: por uma taxonomia multidimensional da transtextualidade na cultura digital. Revista Brasileira de Linguística Aplicada, 13(4), p. 1191-1221. https://doi.org/10.1590/S1984-63982013000400011 Johansson, F. (2007). Efeito Medici. Cruz Quebrada, Casa das letras. Johnson, S. (2010). As ideias que mudaram o mundo. Lisboa, Clube do autor. Krippendorff, K. (2019). Driving innovation from within. New York: Columbia University Press. Mesquita, F. (2015). Comunicação visual, design e publicidade. Porto, Media XXl. Mesquita, F. (2018). O cartaz camaleónico – Design, Criatividade, Inovação e Tecnologia. Ilhavo, Plucker, J. (2017). Creativity & innovation, theory, research and pratic. Prufrock Press Inc.