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1. To convey knowledge of writing techniques applied to the advertising profession. 2. To understand the contributions of rhetoric and argumentation theory to the production of persuasive texts. 3. To provide knowledge of the main models of advertising texts. 4. To establish aesthetic and conceptual parameters in order to communicate a message to specific audiences with a defined objective.

1. History of Advertising Creativity and the evolution of advertising agencies. 1.1. Birth and evolution of Art Direction and copywriting. 2. Conceptualization. How Art Direction and Copywriting work as a team to reach the resolution of the brief with brilliant ideas. 3. Art Direction. 3.1 The figure of the Art Director. Historical and current references. 3.2 References of excellent campaigns from Art Direction. 3.3 Fundamental elements of Art Direction and how to make them work together: Photography, Illustration, Typography, Layout, Design, Ai tools 3.4 Art Direction applied to different advertising media: Press, outdoor media, TV, video, digital media, social media and branded content. 3.5 Art Director tools: Photoshop, Illustrator. Creating images and videos with AI: ChatGPT, MidJouney, Adobe Firefly, Kling etc.. 4. Copywriting. 4.1 The figure of the copywriter. Historical and current references. 4.2 References of excellent campaigns from Copywriting. 4.3 How to write advertising copy for different media: Press, outdoor media, TV, video, digital media and social networks. 4.4 Copywriting tools, innovation, storytelling. Generating texts with AI: ChaptGPT

LEARNING ACTIVITIES Theoretical class Theoretical-practical class Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.