Advertising creatives are one of the most demanded professional profiles nowadays, as their work helps companies to increase their income” 

Creativity is a fundamental aspect in advertising, a field that always has to be innovating to get its message across to the public effectively. Therefore, the specialization of professionals in this field acquires great relevance in today's society, which increasingly relies on advertising, through different media, to direct their commercial actions. 

To improve the qualification of professionals in this field, TECH has designed this Postgraduate diploma of great teaching quality, thanks to which students will get a broad perspective on the writing of advertising texts or copywriting and the possibility of knowing the purpose of an advertisement. For this prupose, a series of rules and recommendations for an effective and professional writing will be addressed. 

TECH provides students with a compendium of knowledge related to copywriting through which students they will learn to apply and analyze the writing peculiarities of each of the different messages: letters, brochures, press ads, billboards, commercials, spots, etc, both from theoretical aspects and practical cases From there, the students will be able to incorporate the guidelines, keys and reference models learned about copywriting to the most current media and platforms, internet and social networks, acquiring writing skills and the skills to develop the imagination to generate original ideas in any advertising format. 

This program is especially aimed at those who wish to become art directors in the advertising field. One of the main characteristics of this professional profile is their ambition to constantly improve their work, to know, to explore the limits of communication to surprise and catch the receiver of their message, so this Postgraduate diploma will mean a plus of quality in their specialization, marking a before and after in their way of working.

Undoubtedly, a program that will be a milestone in the specialization of students and, in addition, they will be able to study completely online, which is an advantage, especially for those who have to combine their study time with the rest of their daily obligations. This digital modality is achieved thanks to the use of absolutely new didactic methodologies, which facilitate study and learning. 

Learn about the main challenges of Advertising Creativity and develop the necessary skills to manage successfully in this field" 

This Postgraduate diploma in Advertising Creativity contains the most complete and up-to-date program on the market. The most important features include:

• The use of the latest technology in e-learning software
• The intensely visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical case studies presented by practising experts
• State-of-the-art interactive video systems
• Teaching supported by telepractice
• Continuous updating and recycling systems
• Self-regulated learning, which makes the program completely compatible with other commitments
• Practical exercises for self-assessment and learning verification
• Support groups and educational synergies: questions to the expert, debate and knowledge forums
• Communication with the teaching team and individual reflection work
• Content that is accessible from any fixed or portable electronic device with an Internet connection
• Complementary resource banks that are permanently available

If you want to access relevant positions in the advertising field, this Postgraduate diploma will be an essential title in your resume” 

The teaching staff of this program is made up of professionals from different fields related to this specialty. As such, TECH can fulfill its academic updating objective. A multidisciplinary team of experienced professionals in different environments, who will develop theoretical knowledge efficiently, but above all, will put their practical knowledge derived from their own experience at the students’ service. 

This mastery of the subject matter is complemented by the effectiveness of the methodological design. Developed by a multidisciplinary team of e-learning experts, it integrates the latest advances in educational technology. As a result, students will be able to study with a range of comfortable and versatile multimedia tools that will give them the operational capacity they need in their study process.  

The design of this program is centered on Problem-Based Learning. An approach that conceives learning as a highly practical process. To achieve this remotely, telepractice is used. Therefore, with the help of an innovative interactive video system, and Learning from an Expert, the students will be able to acquire the knowledge as if they were facing the very cases being studied. A concept that will allow students to integrate and memorize what they have learnt in a more realistic and permanent way. 

A Postgraduate diploma that will enable you to work in the advertising field, developing your most creative side”

TECH is committed to technological innovation and digital teaching as the main learning method”

This Postgraduate diploma in Postgraduate diploma has a very well-structured syllabus in didactic units that make it easier for students to learn. In this way, they will be able to catch up on a highly competitive field that demands qualified professionals who are up to date on the main techniques in the field. A unique program, both for the quality of its content and its teaching staff. 

A successful educational journey through the most innovative concepts and strategies in Advertising Creativity” 

Module 1. Creativity in Communication

1.1. To Create is to Think 

1.1.1. The Art of Thinking 
1.1.2. Creative Thinking and Creativity 
1.1.3. Thought and Brain 
1.1.4. The Lines of Research on Creativity: Systematization 

1.2. Nature of the Creative Process 

1.2.1. Nature of Creativity 
1.2.2. The Notion of Creativity: Creation and Creativity 
1.2.3. The Creation of Ideas for Persuasive Communication 
1.2.4. Nature of the Creative Process in Advertising 

1.3. The Invention 

1.3.1. Evolution and Historical Analysis of the Creation Process 
1.3.2. Nature of the Classical Canon of the Invention 
1.3.3. The Classical View of Inspiration in the Origin of Ideas 
1.3.4. Invention, Inspiration, Persuasion 

1.4. Rhetoric and Persuasive Communication 

1.4.1. Rhetoric and Advertising 
1.4.2. The Rhetorical Parts of Persuasive Communication 
1.4.3. Rhetorical Figures 
1.4.4. Rhetorical Laws and Functions of Advertising Language 

1.5. Creative Behavior and Personality 

1.5.1. Creativity as a Personal Characteristic, as a Product and as a Process 
1.5.2. Creative Behavior and Motivation 
1.5.3. Perception and Creative Thinking 
1.5.4. Elements of Creativity 

1.6. Creative Skills and Abilities 

1.6.1. Thinking Systems and Models of Creative Intelligence 
1.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford 
1.6.3. Interaction Between Factors and Intellectual Capabilities 
1.6.4. Creative Skills 
1.6.5. Creative Capabilities 

1.7. The Phases of the Creative Process 

1.7.1. Creativity as a Process 
1.7.2. The Phases of the Creative Process 
1.7.3. The Phases of the Creative Process in Advertising 

1.8. Troubleshooting 

1.8.1. Creativity and Problem Solving 
1.8.2. Perceptual Blocks and Emotional Blocks
1.8.3. Methodology of Invention: Creative Programs and Methods 

1.9. The Methods of Creative Thinking 

1.9.1. Brainstorming as a Model of Idea Creation 
1.9.2. Vertical Thinking and Lateral Thinking 

1.10. Creativity and Advertising Communication 

1.10.1. The Creative Process as a Specific Product of Advertising Communication 
1.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process 
1.10.3. Methodological Principles and Effects of Advertising Creation 
1.10.4. Advertising Creation: From Problem to Solution 
1.10.5. Creativity and Persuasive Communication

Module 2. Advertising Creativity I: Copywriting

2.1. Writing Concept 

2.1.1. Writing and Editing 
2.1.2. Copywriting and Thought 
2.1.3. Copywriting and Order 

2.2. Fundamentals of Advertising Copywriting 

2.2.1. Correction 
2.2.2. Adaptation 
2.2.3. Efficiency 

2.3. Characteristics of Copywriting 

2.3.1. Nominalization 
2.3.2. Destructuring 
2.3.3. Expressive Concentration

2.4. Text and Image 

2.4.1. From Text to Image 
2.4.2. Text Functions 
2.4.3. Image Functions 
2.4.4. Relationship Between Text and Imaging 

2.5. Brand and Slogan 

2.5.1. The Brand 
2.5.2. Brand Characteristics 
2.5.3. The Slogan 

2.6. Direct Advertising 

2.6.1. The Brochure 
2.6.2. The Catalogue
2.6.3. Other Annexes

2.7. Press Advertising: the Large Format Advertisement

2.7.1. Newspapers and Magazines
2.7.2. Superstructure 
2.7.3. Formal Characteristics
2.7.4. Editorial Characteristics

2.8. Press Advertising: Other Formats 

2.8.1. Word Advertisements
2.8.2. Superstructure
2.8.3. The Claim
2.8.4. Superstructure

2.9. Outdoor Advertising 

2.9.1. Formats
2.9.2. Formal Characteristics
2.9.3. Editorial Characteristics

2.10. Radio Advertising

2.10.1. Radio Language
2.10.2. The Radio Spot
2.10.3. Superstructure
2.10.4. Wedge Types
2.10.5. Formal Characteristics

2.11. Audiovisual Advertising  

2.11.1. The Image 
2.11.2. The Text 
2.11.3. Music and Sound Effects  
2.11.4. Advertising Formats 
2.11.5. The Script 
2.11.6. Storyboard 

Module 3. Advertising Creativity II: Art Direction

3.1. Subjects and Object of Advertising Graphic Design 

3.1.1. Related Professional Profiles 
3.1.2. Academic Context and Competencies 
3.1.3. Advertiser and Agency 

3.2. Creative Direction and Creative Idea

3.2.1. Creative Process
3.2.2. Types of Creative Processes
3.2.3. Art Direction and Formal Idea

3.3. The Role of the Art Director

3.3.1. What is Art Direction?
3.3.2. How Art Direction Works?
3.3.3. The Creative Team
3.3.4. The Role of the Art Director

3.4. Fundamentals of Advertising Graphic Design 

3.4.1. Design Concepts and Design Standards 
3.4.2. Trends and Styles 
3.4.3. Design Thinking, Process and Management 
3.4.4. Scientific Metaphor 

3.5. Methodology of Advertising Graphics  

3.5.1. Creativity Graphics 
3.5.2. Design Process 
3.5.3. Communication and Aesthetics

3.6. Graphic Strategy 

3.6.1. Formal Apprehension 
3.6.2. Graphic Message 
3.6.3. Aesthetic State

3.7. Graphic Architecture 

3.7.1. Typometry 
3.7.2. Graphic Spaces 
3.7.3. Reticle 
3.7.4. Pagination Standards 

3.8. Final Arts 

3.8.1. Final Arts
3.8.2. Processes
3.8.3. Systems

3.9. Creation ofAdvertising Graphic Supports 

3.9.1. Publigraphy 
3.9.2. Organizational Visual Image (OVI) 

3.10. Graphic Advertisements

3.10.1. Packaging
3.10.2. Websites
3.10.3. Corporate Image in Web Pages

A unique, key, and decisive educational experience to boost your professional development”