Conquistando la pantalla en el ámbito de la publicidad: diseño de discursos eficaces para impactar en la generación Z

• Juan Pablo Micaletto Belda ^[1]
  1. [1] Centro Universitario San Isidoro (España)
• Localización: Educación y conocimiento como ejes del pensamiento crítico: Experiencias innovadoras y significativas / coord. por Mariana González Boluda, Yanira Mesalina Ramírez Cruz, Carolina Lorenzo Álvarez, 2024, ISBN 978-84-1079-028-5, págs. 267-278
• Idioma: español
• Enlaces
  • Texto Completo Libro (pdf)
• Resumen

  • This study proposes a rubric for evaluating classroom presentations, based on feedback from faculty members of the Degree in Digital Communication and the Degree in Advertising and Public Relations. The aim is to identify the skills necessary to captivate liquid audiences and effectively convey messages. The rubric, designed considering the curriculum of the degrees offered at the San Isidoro University Center, affiliated with the Pablo de Olavide University of Seville, consists of seven evaluation blocks: content, structure, language, non-verbal communication, visual resources, interaction, and narrative. Each block is assessed on a scale of 1 to 10, considering specific indicators such as message clarity, organization, language adaptation, stage presence, visual quality, or improvisation ability. Faculty members consider these guidelines fundamental for improving the competencies of both degrees, enhancing students’ communicative skills. Furthermore, it enables them to express themselves with communicative efficiency, developing ideas and arguments critically. Additionally, a pilot test has been conducted to evaluate the final projects of the subjects Theory and Structure of Digital Communication and Digital Identity and Online Reputation. The results demonstrate a substantial improvement in student presentations in terms of grades, as well as a notable enhancement of competencies. Therefore, they recommend its application and adaptation in other subjects.