In her lecture  “From TV Ad to TV Series: Developing Character Identity in Ted Lasso” Isadora García Avis analysed how an advertisement has become a very successful television series. The presentation focused on the development of the identity and characterisation of the persona, especially the case of the protagonist Ted Lasso.

“In advertising, characters should be easily recognisable and based on unique archetypal traits. In the case of television series however, there is more space to develop complex characters with their dramatic conflicts, and a need for a wider tapestry of storylines,” explained García Avis.  Afterwards, she emphasised that the work had been very well received at the conference. “The paper received very good feedback from the participants. The best thing about conferences is that there is a lot of camaraderie.”

Taking advantage of her stay in Birmingham, García Avis also made several institutional visits to different universities in the United Kingdom.  Thanks to these visits, the study agreement with Saint Mary’s University in Twickenham (London), for the students of the Faculty of Communication Sciences and the bachelor’s degree in Business Administration and Management has been renewed.