Implementation of Artificial Intelligence at university to learn how to run advertising campaigns

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DOI

https://doi.org/10.25267/Hachetetepe.2024.i28.1106

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No. 28 (2024)
Monographic
1106
Published: 29-04-2024
PlumX
Crossref
Scopus
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Europe PMC

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Abstract

This research arises from the university teaching experience in the degree of Advertising. Its objective is to develop a series of resources with which to learn how to create advertising campaigns with the help of AI. The methodology takes the Aristotelian rhetorical process applied to advertising as a guide and reference, whose steps are: intellectio (delimitation of the subject), inventio(selection of the content), dispositio (arrangement of the components), elocutio (enunciation and eloquence) and actio (circulation). A description of each of them will be made and their contents will be detailed. Subsequently, a series of exercises will be proposed for their theoretical and practical learning. Finally, we will indicate how AI can be applied to carry out these tasks. The result is a series of pedagogical proposals that focus on programs such as ChatGPT and others that convert text into images as the main tools for advertising students to acquire the basic knowledge to carry out campaigns. Finally, the pros and cons of these AI in the university and professional advertising environment are discussed.

Keywords

Advertising Google Schoolar
Artificial Intelligence Google Schoolar
University Google Schoolar
ChatGPT Google Schoolar
Graphic Design Google Schoolar

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Jiménez Sánchez, Álvaro. (2024). Implementation of Artificial Intelligence at university to learn how to run advertising campaigns. Hachetetepé. Scientific Journal of Education and Communication, (28), 1106. https://doi.org/10.25267/Hachetetepe.2024.i28.1106

Author Biography

Álvaro Jiménez Sánchez, Universidad de Valladolid

Degree in Psychology and PhD in Communication from the University of Salamanca. He is currently a Research Professor in the Department of Audiovisual Communication and Advertising at the University of Valladolid (Spain). He worked for five years at the Technical University of Ambato (Ecuador), in the degree of Communication and also in Social Work. There he directed several projects in edutainment and taught in several master's degrees related to the cinematographic field. Subsequently he taught at the University of Salamanca, in the degree of Psychology. Research interests: advertising, cultural studies, entertainment, communication and new technologies, gender studies and social psychology.

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Copyright (c) 2024 Álvaro Jiménez Sánchez

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