A unique opportunity to specialize in audiovisual advertising at the world largest online university” 

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.   

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At TECH Global University

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Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

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Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

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Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

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After completing this program, TECH helps students show the world their talent. 

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While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities.   

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Teachers representing 20 different nationalities. 

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Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.  

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

TECH is committed to providing an education that meets the labor needs of students and helps them to fulfill a professional profile according to the demands of the environment. For this reason, this Postgraduate diploma in Audiovisual Advertising program has been created, focused on preparing students to identify and analyze the psychosocial, cognitive and emotional processes of advertising and public relations communication. The qualification can be taken in 6 months, in a unique and stimulating way, following practical examples and the guidance of a specialist faculty in this area. 

Analyze advertising texts from a critical perspective and learn to identify the different elements of the messages" 

Syllabus

With this program of the Postgraduate diploma in Audiovisual Advertising, the student is expected to apply the scientific methodology of communication theories and know how to analyze the basic psychological processes of communication and the receiver of advertising. Throughout each lesson, the basics for the mastery of the basic elements of audiovisual communication will be reviewed. This is due to the decisive role of the image in the 21st century, which makes it necessary to analyze the interrelation between verbal and iconic elements in the communicative message. 

Thanks to this qualification, the student will acquire the necessary skills to be able to distinguish and appreciate the procedures used for the construction of film, television, videographic and multimedia materials. Additionally, we will work on audiovisual advertising production and review the 4 agents directly involved in the contracting, execution and distribution phases of the work: the advertiser, the agency, the audiovisual production company and the broadcasting and distribution media. 

Throughout 450 hours of study, the student will analyze a multitude of practical cases through individual work. Therefore, they will be able to understand the production and post-production processes for the elaboration of advertising pieces that comply with 
the standards of this industry. 

This Postgraduate diploma takesplace over 6 months and is divided into 3 modules: 

Module 1. Introduction to the Psychology of Communication 
Module 2. Audiovisual Narrative 
Module 3. Audiovisual Advertising 

Where, When and How is it Taught?

TECH offers you the possibility to study this Postgraduate diploma in Audiovisual Advertising completely online. During the 6 weeks of this program, students will be able to access all the contents of this program at any time, allowing them to self-manage their study time. 

Module 1. Introduction to the Psychology of Communication

1.1. History of Psychology 

1.1.1. Introduction 
1.1.2. We Begin with the Study of Psychology 
1.1.3. Science in Evolution. Historical and Paradigmatic Changes 
1.1.4. Paradigms and Stages in Psychology 
1.1.5. Cognitive Science

1.2. Social Psychology 

1.2.1. Introduction 
1.2.2. Beginning with the Study of Social Psychology: The Influence of Social Psychology 
1.2.3. Empathy, Altruism and Helping Behavior 

1.3. Social Cognition 

1.3.1. Introduction 
1.3.2. Thinking and Knowing, Vital Necessities 
1.3.3. Social Cognition 
1.3.4. Organizing Information 
1.3.5. Prototypical or Categorical Thinking 
1.3.6. The Mistakes We Make in Thinking: Inferential Biases 
1.3.7. Automatic Information Processing 

1.4. Personality Psychology 

1.4.1. Introduction 
1.4.2. What is the Self? Identity and Personality 
1.4.3. Self-awareness 
1.4.4. Self-esteem 
1.4.5. Self-knowledge 
1.4.6. Interpersonal Variables in Personality Shaping 
1.4.7. Macro-social Variables in the Configuration of Personality 
1.4.8. A New Perspective in the Study of Personality. Narrative Personality 

1.5. Emotions 

1.5.1. Introduction 
1.5.2. What do we Talk about When we Get Excited? 
1.5.3. The Nature of Emotions 

 1.5.3.1. Emotion as Preparation for Action 

1.5.4. Emotions and Personality 
1.5.5. From another Perspective. Social Emotions 

1.6. Psychology of Communication. Persuasion and Attitude Change 

1.6.1. Introduction 
1.6.2. Attitudes 
1.6.3. Historical Models in the Study of Persuasive Communication 
1.6.4. The Probability of Elaboration Model 
1.6.5. Communication Processes through the Media 

 1.6.5.1. A Historical Perspective 

1.7. The Sender 

1.7.1. Introduction 
1.7.2. The Source of Persuasive Communication 
1.7.3. Source Characteristics. Credibility 
1.7.4. Source Characteristics. The Appeal 
1.7.5. Emitter Characteristics. The Power 
1.7.6. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition 
1.7.7. New Processes in Communication. Mechanisms Based on Secondary Cognition 

1.8. The Message 

1.8.1. Introduction 
1.8.2. We Begin by Studying the Composition of the Message 
1.8.3. Types of Messages: Rational vs. Emotional Messages 
1.8.4. Emotional Messaging and Communication: Fear Inducing Messages  

1.9. The Receiver 

1.9.1. Introduction 
1.9.2. The Role of the Recipient according to the Elaboration Probability Model 
1.9.3. Recipient Needs and Motives: Their Impact on Attitude Change 
1.9.4. Need for Esteem and Communication 

1.10. New Approaches to the Study of Communication 

1.10.1. Introduction 
1.10.2. Non-conscious Processing of Information. Automatic Processes 
1.10.3. Measuring Automatic Processes in Communication 
1.10.4. First Steps in the New Paradigms 
1.10.5. Theories of Dual Processing Systems

 1.10.5.1. Main Limitations of Dual Systems Theories

Module 2. Audiovisual Narrative 

2.1. Audiovisual Narrative 

2.1.1. Introduction 
2.1.2. Fundamental Concepts of Audiovisual Narrative 
2.1.3. A Methodological Approach  
2.1.4. Particularities of Audiovisual Discourse 
2.1.5. Audiovisual Language 
2.1.6. The Image 
2.1.7. The Sound 

2.2. The Discourse and the Enunciating Instances 

2.2.1. Introduction 
2.2.2. The Functions of the Story 
2.2.3. The Construction of the Narrative Text 
2.2.4. The Enunciating Instances 
2.2.5. Typologies of Narrators 
2.2.6. Targeting 
2.2.7. The Narratee 

2.3. The Story and the Axes of the Narrative 

2.3.1. Introduction 
2.3.2. The History 
2.3.3. Narrative Action 
2.3.4. The Weather 
2.3.5. The Space 
2.3.6. The Sound

2.4. The Construction of Audiovisual Discourse: The Script 

2.4.1. Introduction 
2.4.2. The Script 
2.4.3. The Idea 
2.4.4. Genres 

 2.4.4.1. The Fantasy and Horror Films 
 2.4.4.2. War Films 
 2.4.4.3. Comedy 
 2.4.4.4. The Musical 
 2.4.4.5. Documentaries

2.4.5. Characters and Dialogue 
2.4.6. Literary Script vs. Technical Script 

2.5. Theory and Analysis of Film Editing 

2.5.1. Introduction 
2.5.2. Assembly Definition 
2.5.3. The Basic Units of Film Narrative 
2.5.4. First Theoretical Approaches 
2.5.5. Types of Assembly 
2.5.6. The Invisible Assembly: The Raccord. Glossary on Assembly

2.6. Cinematic Storytelling: From Origins to Postmodernity 

2.6.1. Introduction 
2.6.2. The Origins of Cinema 
2.6.3. The Cinema of the Origins: Spatial-Temporal Articulation 
2.6.4. Avant-Garde and Cinema 
2.6.5. Hollywood Cinema 
2.6.6. Art Cinema and Essay 
2.6.7. Contemporary Cinema 

2.7. Computer Cinema: from Newsreels to Documentaries 

2.7.1. Introduction  
2.7.2. Informative Cinema 
2.7.3. Film Newsreels 
2.7.4. Documentaries 
2.7.5. Informative Fiction Cinema 
2.7.6. The Value of News Reports as a Historical Source

2.8. Television Discourse: Information and Entertainment 

2.8.1. Introduction 
2.8.2. Television Discourse 
2.8.3. Narratology of Audiovisual Information 
2.8.4. Audiovisual Information Genres 
2.8.5. The Infotainment 
2.8.6. Entertainment Programs 
2.8.7. The Fictional Television Story 

2.9.  Audiovisual Advertising Discourse: Spot, Trailer y Videoclip 

2.9.1. Introduction 
2.9.2. Advertising Narrative in the Audiovisual Media

 2.9.2.1. Spot 
 2.9.2.2. Trailer 
 2.9.2.3. Videoclip 

2.10. New Media and Narrative Structures in the Digital Age 

2.10.1. Introduction 
2.10.2. The Digital Paradigm 
2.10.3. New XXI Century Media 
2.10.4. New Media Practices 
2.10.5. The Post-Media Condition

Module 3. Audiovisual Advertising 

3.1. Introduction to Audiovisual Advertising   

3.1.1. What is Audiovisual Advertising? 
3.1.2. Origin 
3.1.3. Audiovisual Advertising Media 

3.2. The Advertising Spot 

3.2.1. What is a Spot? 
3.2.2. Narrative Structure of an Advertising Spot 
3.2.3. History of the Advertising Spot

3.3. Technical Equipment of an Audiovisual Production I

3.3.1. The Production and Management Teams   
3.3.2. Functions of the Production and Management Teams 
3.3.3. Organization Chart 

3.4. Technical Equipment of an Audiovisual Production II

3.4.1. Technical and Artistic Teams   
3.4.2. Functions of the Technical and Artistic Teams 
3.4.3. Organization Chart 

3.5. Pre-production I: from the Idea to the Shooting Script  

3.5.1. Creative Process Based on the Briefing 
3.5.2. Literary Script: Example 
3.5.3. Technical Script: Example

3.6. Storyboard 

3.6.1. Internal Storyboard 
3.6.2. Presentation Storyboard 
3.6.3. Shooting Storyboard 

3.7. The Technical Script: The Styles of Realization 

3.7.1. Cinematographic Language 
3.7.2. Staging 
3.7.3. Technical Planning 

3.8. Pre-production II: the Shooting Plan and the Budget  

3.8.1. Lighting Design 
3.8.2. Sound Design 
3.8.3. Shooting Protocol 
3.8.4. Budget 

3.9. Production of an Advertising Spot 

3.9.1. Who is Involved in the Production of a Spot? 
3.9.2. Shooting Order 
3.9.3. Shooting 

3.10. Post-production of an Advertising Spot

3.10.1. The Editing 
3.10.2. Types of Assembly 
3.10.3. Image and Sound Post-production

Strategically plan advertising campaigns and understand the creative advertising process to generate excellent results”