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Our Degree Programs
Establishment
Language of instruction
French, English
Teaching content
UE11
Training officer(s)
S.VIOLETTE
Stakeholder(s)
S.VIOLETTE
Présentation
Prerequisite
Being curious, imaginative, methodical, open-minded, and having a special interest in
the world of advertising.
the world of advertising.
Goal
- Understanding the notion of creativity, in theory, in practice, in absolute terms and in advertising.
- Discovering different techniques and methods of creativity.
- Practicing the production of ideas.
- Analysing an advertising creation, having a critical and objective view according to relevant criteria.
This course trains the following professional skills:
- Understanding, analysing and reading about your environment (general culture) including international.
- Learning to identify an idea, to open the field of possibilities, to think about new and even innovative solutions.
- Knowing the trades and the techniques of communication.
- Being able to work with all professional partners (agencies, companies, firms ...).
- Being able to work in a group.
- Developing your personality by emphasizing the values of integrity, openness, tolerance and respect.
- Discovering different techniques and methods of creativity.
- Practicing the production of ideas.
- Analysing an advertising creation, having a critical and objective view according to relevant criteria.
This course trains the following professional skills:
- Understanding, analysing and reading about your environment (general culture) including international.
- Learning to identify an idea, to open the field of possibilities, to think about new and even innovative solutions.
- Knowing the trades and the techniques of communication.
- Being able to work with all professional partners (agencies, companies, firms ...).
- Being able to work in a group.
- Developing your personality by emphasizing the values of integrity, openness, tolerance and respect.
Presentation
- Theory of creativity and apprehension of the notion of idea
- Discovery and application of different creativity techniques (analogical, associative, biissociative ...).
- The creative leap (the different registers of advertising creation).
- Creative group and individual workshops.
- Advertising culture and operation of a communication agency.
- Understanding the brief, the specifications and the positioning of a brand.
- Criteria for objective judgments of an advertising creation.
- Discovery of the issue of identity and brand territory (logotype, codes, graphic charter, signature
advertising).
- Discovery and application of different creativity techniques (analogical, associative, biissociative ...).
- The creative leap (the different registers of advertising creation).
- Creative group and individual workshops.
- Advertising culture and operation of a communication agency.
- Understanding the brief, the specifications and the positioning of a brand.
- Criteria for objective judgments of an advertising creation.
- Discovery of the issue of identity and brand territory (logotype, codes, graphic charter, signature
advertising).
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| 15,00 | |||
| Independent study | |||
| Travail personnel indicatif | 30,00 | ||
| Overall student workload | 45,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Continuous assessment | |||
| 2,00 | 2 | 40,00 | |
| Final Exam | |||
| 1,30 | 1 | 60,00 | |
| TOTAL | 100,00 | ||