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COMPETENCES CB8, That students are able to integrate knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social and ethical responsibilities linked to the application of their knowledge and judgments. CB9, That students know how to communicate their conclusions and the knowledge and ultimate reasons that sustain them to specialized and non-specialized audiences in a clear and unambiguous way. CG5, To know the new trends in advertising communication according to the changes of the digital society. CE9, To develop and manage advertising productions aimed at traditional media and multimedia. CE10, To identify and define communication objectives and design the most appropriate strategies in the dialogue between brands and consumers. LEARNING OUTCOMES To provide knowledge regarding the world of promotional or commercial messages writing, focused on the persuasion of the public through the use of different formats. To grant the knowledge for the planning, development and postproduction of printed works applying creativity in their development. Creative and original management of tools for digital editing, layout and composition. To acquire knowledge about design criteria, use of color and typography.

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. 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, innovation and the incorporation of AI. 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 and the incorporation of AI.

LEARNING ACTIVITIES Theoretical classes Practical classes Tutoring Group work Individual work TEACHING METHODOLOGY -Lectures in class by the lecturer with the support of audiovisual media, in which the main concepts of the course will be developed. Bibliography will be provideed in order to complement the knowledge of the students. -Critical review of readings and audiovisual material suggested by the lecturer: press articles, videos, advertising campaigns, reports, manuals and academic articles, either for class' discussion or for students to amplify and consolidate the courses's content. -Resolution of advertising and communication case studies posed by the lecturer, in an individual or group manner. -Presentation and discussion in class, under the lecturer's moderation, of topics related to the course as well as case studies. -Assignments and reports done by students in an indivisual or group manner.