Syllabus Course 1
ADPR 5992 Special Topics
Global Advertising & Marketing Communication
Cannes Study Abroad Program
Dr. Tom Reichert
The Cannes Lions International Festival of Creativity (www.canneslions.com) is the largest and most influential festival of its kind. As the top global advertising festival, Cannes Lions exposes students to the best creative and strategic work in the world. Cannes Lions is increasingly known for its cutting edge assortment of entries from global ad centers in Asia, Europe, Africa, and the Americas. During the week-long Festival, students will have access to workshops run by some of the best account and creative people in the business, and will attend keynote addresses by top agency and marketing CEOs. All creative work is available for student review and students will have access to major award ceremonies. Beginning in 2009, the festival initiated its PR Lions Award. In addition to networking and learning opportunities, the festival will position students with a global perspective in marketing communication.
Students meet the week before the festival to discuss and review global advertising concepts and to learn about the types and styles of advertising produced throughout the world. Students will also research featured speakers and categories of work in preparation for attending the festival. During the week-long Fesitval, students will have the opportunity to participate in a number of workshops and lectures, to review all creative and media entries, and to attend award ceremonies. The week following the festival, students will recap what was learned, present their analyses, and discuss future trends in global advertising.
Mark Tungate (2007). Adland: A Global History of Advertising. London: Kogan.
During the festival students will (1) attend four workshops, four keynote addresses, and two award ceremonies. Students will keep a daily Reflective Diary to record what they learned during these events. For the term project, students will (2) review one entry category of their choice (e.g., print, digital, media planning, PR, interactive). Students will write a paper that describes their observations of the entries within that category and summarizes the winners and reasons for their selection. Finally, (3) full participation in class discussion and final presentation are expected.
Attendance is mandatory. You are expected to participate in class discussions and to present and defend your work and points of view. The range of ideas and opinions is what makes this class interesting.
Your final grade is based on the aggregate grades of your assignments, participation in festival workshops and events, and participation during class discussion.
|Brief Class Reports||15%|
Week 1. Introduction to global advertising concepts, global advertising work, and preparation for attending the Cannes-Lions Advertising Festival: Five morning sessions (12.5 contact hours).
Week 2. At Cannes Lions International Festival of Creativity. We will meet for each morning during the festival. The balance of the time will be spent attending workshops, key-note addresses, awards ceremonies, and reviewing entries: Seven morning sessions (13 contact hours).
Week 3. In class discussion of the festival and global advertising strategy. Students present final reports: Five morning sessions (12.5 contact hours)
Syllabus Course 2
ADPR 5992 Special Topics
Advertising and Campaign Analysis
Cannes Lions Festival Study Abroad Program
3 week Summer Short Session 1
Dr. Nate Kohn
The Cannes Lions website (www.canneslions.com) defines the festival thusly:
“The Cannes Lions International Advertising Festival is the world’s only truly global meeting place for professionals in the communications industry who want to keep ahead of the curve. During seven days in June, thousands of delegates from 90 countries gather in Cannes to listen to speakers such as Sir Martin Sorrell, Bob Greenberg, Kofi Annan, Steve Ballmer, Biz Stone, Maurice L’vy, Bob Geldof, Mark Tutssel, Tham Khai Meng and hundreds of others, whilst around 250 jury members judge over 22,000 pieces of the most creative advertising from across the world. All the entries are available to view for delegates in exhibitions, kiosks and in screenings.
The networking and learning opportunity of the year, Cannes Lions is the must-attend event for any creative professional wishing to stay ahead with the innovations in their field.”
Commercial production techniques are changing dramatically, given the digital revolution and the economic downturn. Creators of television, radio and web commercials find themselves redefining what a commercial is and how to produce them. New narrative and aesthetic structures, commercial lengths and placements, and concepts of branding, among other variables, are questioning and in some cases replacing traditional advertising strategies. This revolution is taking place internationally, with much of the most innovative work occurring outside of the United States.
In this course, students will study, critique and produce commercials in and for the digital age, based upon what they see and learn at the Cannes Lions Festival.
During the first week of the three-week program, students will participate in seminars and workshops on commercial production techniques. The second week of the program is the festival itself. Students will attend the Festival seminars, workshops, lectures, screenings, and awards ceremonies. They will critique what they see and hear. And during the final week of the program, students, working in small groups, will write and produce digital commercials.
During the festival students will attend a minimum of four workshops, four keynote addresses, and two award ceremonies. Students will critique at least one of those events each day of the festival. For the term project, students will write and produce a commercial campaign, based on what they have learned during the festival. Each small group will present its project to the entire class.
Attendance is mandatory. Students are expected to participate in class discussions.
The final grade is based on the aggregate grades of assignments, participation in festival workshops and events, and participation during class discussion.
|Daily Festival Critiques||25%|
Week 1. Introduction to commercial production techniques, narrative theory, ethics, and aesthetics. Five sessions (12.5 contact hours).
Week 2. At Cannes Lions International Festival of Creativity. We will meet each day during the festival. The balance of the time will be spent attending workshops, seminars, key-note addresses, awards ceremonies, and critiquing festival events. (13 contact hours).
Week 3. In class discussion and critique of the festival and workshops as well as time to write, produce, discuss and present commercial campaign projects. (12.5 contact hours)