Advertising Communication

A.Y. 2020/2021
Overall hours
Learning objectives
It is the purpose of the course to introduce students to some of the major issues involving advertising and to explore its underlying principles and practices. On completion of the course, students are expected to be able to understand the historical development of advertising and its place within the consumer culture, demonstrate an understanding of the discussions between supporters and critics, critically evaluate the industry's ethical conduct and regulatory issues, discuss the advertising process, including how an advertising agency works and how to plan and execute advertising.
Expected learning outcomes
This course gives students the background they need to understand the ways in which advertising messages are developed and produced. The course also provides analytic and critical overviews of specific case studies and indicates paths of inquiry that may be usefully pursued. Students will be expected to attend class regularly, keep up with the readings and participate in class discussions. In addition, students will be expected to complete class assignments and a group project. The goal of the project is for students to apply one or more of the tools presented in class.
Course syllabus and organization

Single session

Lesson period
First trimester
The lectures will be held on Microsoft Teams and will be delivered synchronously (see the timetable for dates and times) and asynchronously. The syllabus and reading material will not change. Final exams will be conducted remotely through Microsoft Teams.
Course syllabus
The course will cover the structure of the advertising industry and its place within the consumer culture. The students will acquire and develop rich resources for communication theorists, advertising practitioners and creatives.
Prerequisites for admission
This course is designed to develop a critical understanding of advertising and its impact. Key topics include: advertising and the communication process, the mechanisms of persuasion, how advertising is regulated, advertising content and its impact on society, the advertising agency, creativity and advertising, advertising's social impact.
Teaching methods
Lectures, presentations, discussions.
Teaching Resources
A digital coursepack with a selection of readings from books and scientific journals will be made available online to the attending students at the start of the course. The non attending students will be tested on the following textbooks (available in the Faculty's library): (1.) Clow, Kenneth E. and Baack Donald. Integrated Advertising, Promotion, and Marketing Communications. Pearson Education, any edition starting from the 7th edition; (2.) Berger, Arthur Asa. Ads, Fads, and Consumer Culture. Rowman and Littlefield Publishing, any edition starting from the 5th edition; (3.) Pardun, Carol J. (Ed.). Advertising and Society: An Introduction. Wiley Blackwell Publishing, any edition starting from the 2nd edition.
Assessment methods and Criteria
The attending students' final grades will be based on a final exam on the content and material covered in class by the date the exam is given, including both readings and lectures. For the non-attending students, there will be a final exam with questions only on the three textbooks assigned.
Lessons: 60 hours
Educational website(s)
Wednesday 11:30-14:30 (please, send an email to book an appointment)
Room 14