School of Communications
Advertising

ANTHROPOLOGY Catalog Code 4HU160
Total Course Hours: 36
First Semester Course


SUMMARY
Representation systems. Symbolic Systems. Ethnocentrism. Symbolic systems in both the world and Brazilian realities.

HISTORY OF THE ARTS Catalog Code 4HU161
Total Course Hours: 36
First Semester Course

SUMMARY
Art as a social expression through historic events. Modern and contemporary art trends. Brazilian art trends.

IMAGE ANALYSIS I Catalog Code 4HU162
Total Course Hours: 36
First Semester Course

SUMMARY
Image theories. Concepts for the visual speech analysis. Building the visual speech.

PORTUGUESE I Catalog Code 4HU163
Total Course Hours: 36
First Semester Course

SUMMARY
Verbal communication process (oral and writing). Formal Portuguese language patterns. Literature in Portuguese language.

COMMUNICATION THEORY ICatalog Code 4HU164
Total Course Hours: 72
First Semester Course

SUMMARY
Communication and Semiotics. General Theory of Signs. Applied art, communication and technology.

SOCIOLOGY Catalog Code 4HU165
Total Course Hours: 36
First Semester Course

SUMMARY
Classical Sociological Theories. Elements for the scientific analysis of society: Social Structure, Social Classes and Institutions and Social Changes.

CREATIVITY Catalog Code 4HU166
Total Course Hours: 36
First Semester Course

SUMMARY
Creative techniques and procedures. Use of the potential individual creator. Applied creative processes.

PHOTOGRAPHY LANGUAGE Catalog Number 4PP160
Total Course Hours:  72
First Semester Course

SUMMARY
Photography techniques, development techniques. Image processing and selection.

ADMINISTRATION AND BUSINESS MANAGEMENT
Catalog Code 4PP161
Total Course Hours: 36
First Semester Course

SUMMARY
Pointing management maneuvers related to an agency’s organizational structure and applying administrative techniques in managing business and in entrepreneurship.

ETHICS IN ADVERTISEMENT Catalog Code 4PP162
Total Course Hours:36
First Semester Course

SUMMARY
Current legislation, Consumer Defense Legal Code and organs that run ethics in Advertisement.

FILM AND VIDEO I - ADVERTISING PRODUCTION
Catalog Code 4PP163
Total Course Hours: 36
First Semester Course

SUMMARY
Concepts, techniques, trends and elements’ function for the production of advertising videos for TV and Films.

CULTURAL STUDIES Catalog Code 4HU266
Total Course Hours: 36
Second Semester Course

SUMMARY
The subject aims at the discussion of the new role culture is playing today, its projection in the medias, its role defining individual and collective identities and articulating through different social spheres.

HISTORY OF ART II Catalog Code 4HU261
Total Course Hours: 36
Second Semester Course

SUMMARY
Art as social expression through historic events and esthetic ruptures. Contemporary art trends and Brazilian art perspectives.

IMAGE ANALYSIS II Catalog Code 4HU262
Total Course Hours: 36
Second Semester Course

SUMMARY
Image theories. Building the visual speech. Case analysis.

PORTUGUESE II Catalog Code 4HU261
Total Course Hours: 36
Second Semester Course

SUMMARY
Formal Portuguese language patterns. National Literature. The language in the mass communication.

COMMUNICATION THEORY II Catalog Code 4HU264
Total Course Hours: 36
Second Semester Course

SUMMARY
Communication and Semiotics. The poetical out of the poem. Applied art, communication and technology.

COMMUNICATION SOCIOLOGY Catalog Code 4HU265
Total Course Hours: 36
Second Semester Course

SUMMARY
Sociological theories of communication. Elements for the analysis of the communication phenomenon. The symbolic universe of societies.

MARKET AND COMMUNICATION Catalog Code 4HU260
Total Course Hours: 36
Second Semester Course

SUMMARY
Market as a structural reality of society and advanced capitalism. The impact of its reality in social communication. Communication as a product. Supply and demand sophistication. Market technologies in communication.

APPLIED PHOTOGRAFY Catalog Code 4PP260
Total Course Hours: 32
Second Semester Course

SUMMARY
The subject examines the Theoretical-Methodological trends present in building this area of knowledge starting from reflections on area productions, introducing practical training in didactic activities using the digital camera and the studio.

MARKETING I - BASIC CONCEPTS
Catalog Code 4PP261
Total Course Hours: 36
Second Semester Course

SUMMARY
Concept of Marketing and its evolution. Its strategic functions and market applied systems, presenting a modern and socially responsible view, demonstrating Marketing as a business philosophy.

STATISTICS I Catalog Code 4PP262
Total Course Hours: 36
Second Semester Course

SUMMARY
Organizing theories and summarizing communication data. Probability Theory.

RADIO I - ADVERTISING PRODUCTION Catalog Code 4PP263
Total Course Hours: 36
Second Semester Course

SUMMARY
Making productions for Radio. Spot and Jingle techniques.

FILM AND VIDEO II - ADVERTISING PRODUCTION
Catalog Code 4PP264
Total Course Hours: 36
Second Semester Course

SUMMARY
Fundamentals of message editing techniques for the transformation of creative language into Film and Video language.

ESTHETICS Catalog Code 4HU362
Total Course Hours: 36
Third Semester Course

SUMMARY
Esthetics Classical Theories. Esthetic phenomenon and mass culture. Esthetic interpretations of the industrial culture. Elements for the esthetic analysis.

PHILOSOPHY Catalog Code 4HU361
Total Course Hours: 36
Third Semester Course

SUMMARY
Analysis of the great Idea systems in the historical and conceptual points with emphasis on the main chains of contemporary thought.

EPISTEMOLOGY IN SOCIAL COMMUNICATION Catalog Code 4HU360
Total Course Hours: 36
Third Semester Course

SUMMARY
Communication as a specific Field of study: contextualization, interdisciplinary contribution and the paradigms in the process of acquisition. Communication studies methodologies, research projects elaboration. Different ways of collecting and analyzing data for the research in communication.

PORTUGUESE III Catalog Code 4HU363
Total Course Hours: 36
Third Semester Course

SUMMARY
Uses of Portuguese language in mass communication. Elements for the speech analysis. Linguistics.

COMMUNICATION THEORY III Catalog Code 4HU364
Total Course Hours: 36
Third Semester Course

SUMMARY
The different approaches of the communication process. Different control and manipulation mechanisms in using of the means of communication.

GRAPHIC AND DIGITAL DESIGN I Catalog Code 4PP360
Total Course Hours: 36
Third Semester Course

SUMMARY
Color systems. Printing systems. Types of paper. Typology techniques. Concept adequations to graphic and/or digital makings.

MARKETING II - PRODUCTS AND BRANDS STRATEGIES
Catalog Code 4PP361
Total Course Hours: 36
Third Semester Course

SUMMARY
Marketing concepts and techniques that allow the identification of managerial practices for products and brands.

STATISTICS II Catalog Code 4PP362
Total Course Hours: 36
Third Semester Course

SUMMARY
Sampling and statistical inference techniques on communication.

ADVERTISING WRITING AND CREATION Code 4PP363
Total Course Hours 36
Third Semester Course

SUMMARY
Presenting the universe of advertising creation with the main theoretical fundaments for the text elaboration technique.

RADIO II - ADVERTISING PRODUCTION Catalog Code 4PP364
Total Course Hours: 36
Third Semester Course

SUMMARY
Production of Spots and Jingles in laboratories, transforming creation into radio advertising makings.

CULTURAL POLITICS AND MEDIA Catalog Code 4HU462
Total Course Hours: 36
Fourth Semester Course

SUMMARY
Relation between politics and culture, highlighting its antinomies and attunements in the social historical context of ideas, arts and communications.

COMMUNICATION PHILOSOPHY Catalog Code 4HU461
Total Course Hours: 36
Fourth Semester Course

SUMMARY
The contemporary Men’s conditions analysis, emphasizing on moral, social, philosophic and communication aspects.

LITERATURE AND DRAMATURGY Catalog Code 4HU460
Total Course Hours: 36
Fourth Semester Course

SUMMARY
Reading and analysis of literary texts. Theory of Genres. Literature and society. Literary texts’ principles of composition. Establishes a repertoire of the great classics of universal non-national literature, which’s objective is to present raw materials for both world comprehension (literature as hermeneutics and world critics) and literary critique practice.

COMMUNICATION AND HYPERMEDIA Catalog Code 4HU463
Total Course Hours: 36
Fourth Semester Course

SUMMARY
Hypermedia language and the diversity of digital means. Concepts related to hypermedia. Development of virtual communities as well as social networks and its applicability in the communication field.

PSYCHOLOGY Catalog Code 4HU464
Total Course Hours: 36
Fourth Semester Course

SUMMARY
Psychology’s elements and concepts that are susceptible to application in the Communications field.

GRAPHIC AND DIGITAL DESIGN II Catalog Code 4PP460
Total Course Hours: 36
Fourth Semester Course

SUMMARY
Design and layout techniques. Final publishing. Preparation of esthetic solutions for graphic and digital makings.

MARKETING III – INTEGRATED COMMUNICATION Catalog Code 4PP461
Total Course Hours: 36
Fourth Semester Course

SUMMARY
Elements and strategic techniques that allow working with the many communication tools.

BRANDING AND ENTERTAINMENT Catalog Code 4PP462
Total Course Hours: 36
Fourth Semester Course

SUMMARY
Concepts and techniques for the plan elaboration for the many types of convergence through management and organization.

ADVERTISING WRITING AND CREATION II Catalog Code 4PP463
Total Course Hours: 36
Fourth Semester Course

SUMMARY
Developing elements of the creative process for the elaboration of advertising texts.

RESEARCH I Catalog Code 4PP464
Total Course Hours: 36
Fourth Semester Course

SUMMARY
Research methodology and its data collection methods, turning them into measures that lead to the research’s original purpose.

COMPARED COMMUNICATION
Catalog Code 4HU560
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Communication and society. Languages and symbols. Esthetics and technology.

INTERNATIONAL GEOPOLITICS
Catalog Code 4HU561
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Space and Power. Conflicts, transformations and challenges of the contemporary world. Economy, society and culture identities towards globalization.

BRAZILIAN SOCIAL THEORIES
Catalog Code 4HU562
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Colonial Brazil. Development of Modern Brazil. Nation-State. National Identity. Sociological, historical and cultural analysis.

COMMUNICATION PSYCHOLOGY
Catalog Code 4HU563
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Psychological theories. Elements and concepts of psychology susceptible to application in the Communication field. Developing the receiver’s “imaginary” through the “Discursive Practices and Production of Senses” theory. Advertisement and consumer psychology.

MEDIA I – CONCEPTS AND BASES  
Catalog Code 4PP560
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Acquaintanceship with the many means of communication’s characteristics and with their audience evaluation techniques.

MARKETING IV – POLICIES AND PRICE AND DISTRIBUTION STRATEGIES
Catalog Code 4PP561
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Price policies’ principles and strategies and their variation.

RESEARCH II  
Catalog Code 4PP562
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Qualitative research methods and techniques that allow a better product image awareness before its consumer.

ADVERTISING WRITING AND CREATION III 
Catalog Code 4PP563
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Introducing the diversity of creative languages and their application in the means of communication.

ART CREATION AND DIRECTION I  
Catalog Code 4PP564
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Graphic pieces concepts and elements adequate to specific formats.  Design and diagramming techniques applied to the different communication.  Pieces features.

SERVICE TECHNIQUES  
Catalog Code 4PP565
Total Course Hours: 36
Fifth Semester Course

SUMMARY
Applying strategies and techniques to improve the approach and relationship between client and agency.

COMPARATIVE COMMUNICATION II Catalog Code 4BA650
Total Course Hours: 36
Sixth Semester Course

SUMMARY
Communication and society; languages and symbols; aesthetics and technology; cultural policies.

COURSE OBJECTIVES
This course addresses modern communication (20th and 21st century), relating it to cultural policies in the area of sexual mores, scientific and technological innovation and modern and post-modern aesthetics.

ART DIRECTION II Catalog Code 4PP654
Total Course Hours: 36
Sixth Semester Course

SUMMARY
How to transform creativity into electronic images; the use of computer resources and symbols to convey messages.

COURSE OBJECTIVES
This course teaches the basic techniques of graphic design by analyzing printed material and emphasizing the external media. Students will carry out activities in the field of visual communication, focusing on the design process and its components, i.e., diagramming, typology, graphic elements and symbols, color/light, illustration and photography. The course emphasizes the creation and production of advertising materials, such as ads, posters, billboards, brochures, among others, which are developed on Apple Macintosh computers. Students will also be introduced to pop-art concepts, acquiring more visual references and improving their ability to conduct research.

MARKETING V Catalog Code 4PP651
Total Course Hours:  36
Sixth Semester Course

SUMMARY
Marketing strategies to help strengthen a brand.

COURSE OBJECTIVES
This course teaches students the basics of strategic management and market planning, providing them with the tools required for developing and introducing a marketing plan. The course deals with the fundamentals of competition, marketing planning, strategic decisions on product, price, marketplace and promotion, as well as the tools and techniques used in marketing planning. Students will realize the importance of planning with the company’s overall strategy, and develop their own strategic thinking.

MEDIA II Catalog Code 4PP650
Total Course Hours:  36
Sixth Semester Course

SUMMARY
Applying research data to media planning.

COURSE OBJECTIVES
This course applies the fundamentals of media planning to the development of a media plan with solid technical basis.

RADIO ADVERTISING I Catalog Code 4PP652
Total Course Hours: 36
Sixth Semester Course

SUMMARY
The production of advertising material for the radio; techniques for creating spots and jingles

COURSE OBJECTIVES
This course improves students’ listening skills and creativity by focusing on the language of the radio.

WRITING FOR ADVERTISING IV Catalog Code 4PP653
Total Course Hours: 72
Sixth Semester Course

SUMMARY
Techniques for producing texts for advertising material and electronic media.

COURSE OBJECTIVES
This course provides students with the knowledge and tools necessary for developing ideas for television, film and radio commercials.

SYSTEMS OF COMMUNICATION Catalog Code 4BA651
Total Course Hours: 36
Sixth Semester Course

SUMMARY
The systems of communication in relation to social, economic and political processes; the resistance to globalization and the repercussions of this phenomenon.

COURSE OBJECTIVES
The course addresses the psychological and social effects of globalized communication and the globalized economic system, i.e., the development of specific behavior which reveals the gradual processes of acceptance and resistance to the American way of life.

ADVERTISING ON TELEVISION I Catalog Code 4PP655
Total Course Hours: 72
Sixth Semester Course

SUMMARY
Techniques for advertising on television; image resources that enhance creation for television.

COURSE OBJECTIVES
This course teaches students how to use all the possibilities television offers by providing them with the basics of studio recording equipment (operating and maintenance techniques, real-life possibilities and limitations); the process of linear editing; using television language (camera angles, movements etc.) to achieve the objective; developing creativity by studying new and effective ways of presenting the same idea; ways to increase critical awareness.

ART DIRECTION III Catalog Code 4PP754
Total Course Hours: 32
Seventh Semester Course

SUMMARY
Defining and diagramming typographic, chromatic and image structures to be applied to communication materials designed for various types of media.

COURSE OBJECTIVES
This course develops students’ critical awareness by allowing them to experiment with graphic design while structuring their projects.

MEDIA III Catalog Code 4PP750
Total Course Hours: 32
Seventh Semester Course

SUMMARY
A practical approach to various media strategies, adapting them to various market segments.

COURSE OBJECTIVES
This course introduces students to the techniques of media planning and the criteria used to obtain audience ratings. The course also deals with the strategies that best suit the communication plan, helping students comprehend current media concepts.

COMMUNICATION PLANNING Catalog Code 4PP751
Total Course Hours: 32
Seventh Semester Course

SUMMARY
The stages of communication planning; criteria, procedures and their applications; emphasis on the marketing process of advertising agencies and companies in general.

COURSE OBJECTIVES
This course enables students to take part in the strategic process of managing communication resources. The course highlights methodologies and provides students with a solid theoretical and practical basis, preparing students to deal with real-life challenges, making full use of resources available in today’s world.

RADIO ADVERTISING II Catalog Code 4PP752
Total Course Hours: 36
Seventh Semester Course

SUMMARY
Producing spots and jingles in a studio; developing creative radio advertising materials.

COURSE OBJECTIVES
This course introduces students to the language and technical procedures required for creating radio advertising materials.

WRITING FOR ADVERTISING V Catalog Code 4PP753
Total Course Hours:  32
Seventh Semester Course

SUMMARY
Planning advertising campaigns and the language appropriate for each context.

COURSE OBJECTIVES
This course provides students with the knowledge required for working with advertising communication according to the demands of the brand, product, or service.

ADVERTISING PRODUCTION ON TELEVISION II
Catalog Code 4PP755
Total Course Hours: 36
Seventh Semester Course

SUMMARY
Message editing for different types of media channels.

COURSE OBJECTIVES
This course teaches students how improve their ability to create and produce videos. Students will be required to develop a video project in which they will use know-how acquired in the previous semesters, especially in Advertising Production on Television 1. Students are allowed to use external technical resources (recording and post-recording).

TARGETED COMMUNICATION – UNDERGRADUATE PROJECT
Catalog Code 4PP852
Total Course Hours: 32
Eighth Semester Course

SUMMARY
This course applies the concept of integrated marketing communication by using the communication mix as an integral part of the advertising campaign students will be required to develop for their undergraduate project.

COURSE OBJECTIVES
This course allows students to attain a better understanding of the communication process by classifying the various types of audience and applying the mix of communication tools, especially those of targeted communication.

ART DIRECTION – PROJECT Catalog Code 4PP854
Total Course Hours: 32
Eighth Semester Course

SUMMARY
Defining and diagramming image and text structures in printed and electronic press for the creation of a mini advertising agency aimed at a specific market segment as well as the communication project for the service or product advertised in the undergraduate project.

COURSE OBJECTIVES
This course develops students’ potential by requesting them to create a mini agency for a specific market segment, developing students’ strategic thinking in communication.

MEDIA - PROJECT Catalog Code 4PP850
Total Course Hours: 32
Eighth Semester Course

SUMMARY
Media planning for a real product; developing an experimental advertising campaign

COURSE OBJECTIVES
This course takes a hands-on approach to the development of an advertising campaign for an existing product.

PLANNING - PROJECT Catalog Code 4PP851
Total Course Hours: 32
Eighth Semester Course

SUMMARY
Analysis of the marketing requirements for an experimental advertising campaign.

COURSE OBJECTIVES
By setting up mini advertising agencies, students will perform the communication activities in the development of an advertising campaign and gather data from real companies in the market. Using the obtained data, students will continue to the different stages of strategic communication planning: analyzing the market, product and competition and creating a communication plan.

PROJECT WRITING Catalog Code 4PP853
Total Course Hours: 32
Eighth Semester Course

SUMMARY
Define a theme, concepts and text in an experimental advertising campaign.

COURSE OBJECTIVES
This course encourages students to create advertising campaigns from communication plans. Students should create campaigns that include all communication tools: advertising, promotion, merchandising, direct marketing, public relations etc. The professor will assist the groups, helping them overcome difficulties, and making sure they put their concepts into use and create a professional text.