Curricular Unit:Code:
Evolution of Advertising Communication794ECPB
Year:Level:Course:Credits:
1MasterCommunication Sciences (Public Relations, Marketing and Advertising)6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
Meet the historical evolution of advertising, particularly in Portugal. Develop the critical reading of advertising productions of different periods of the 20th century. Question the advertising productions while corporate study documents
Syllabus:
Fundamentals and evolution of advertising; The advertising concept; The history of advertising; The evolution of advertising in Portugal. Advertising, society, culture and audience values. Advertising on XXI century.
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The contents of the first part of the curricular unit favour contact with scientific texts and advertising productions that promote the knowledge of the historical evolution of advertising, particularly in Portugal. The programmatic content of the second part of the course focus on theoretical discussion in order to substantiate a critical reading of advertising productions and acquire a solid conceptual basis which allows questioning the advertising productions while studying documents of the companies.
Teaching Methodologies (Including Evaluation):
The lessons will consist in the explanatory material, in reading and discussion of texts and in the analysis of advertising documents, promoting the sharing of the results. The evaluation of the knowledge acquired will be made through individual works.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
The teaching methodologies promote theoretical skills acquisition for the discussion of advertising documents produced in different periods in our history, for independent research in the area of Advertising Communication study.
Reading:
Defeng, Y. et al. (2015). Going green: How different advertising appeals impact green consumption behavior. 68 /12), pp. 2663-26675
Estrela, Rui (2005). A Publicidade no Estado Novo. Vol I. (1932-1959). Lisboa: Colecção Comunicando.
Estrela, Rui (2005). A Publicidade no Estado Novo. Vol II. (1960-1973). Lisboa: Colecção Comunicando.
Galhardo, A. (2010). A Publicidade ao televisor na imprensa portuguesa (JN e DN) de 1957 a 2000. Representações do objecto de consumo e do consumidor negociadas no espaço do anúncio.
Himpe, Tom (2010). Advertising Next. São Francisco, Chronical Books
Hornikx, J. and de Groot, E. (2017). Cultural values adapted to individualism – collectivism in advertising Western Europe. The international Communication Gazette. 79 (3), 298 – 316.