Curricular Unit:Code:
Advertising Writing I1111EPB1
2UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
Students are expected to develop an in-depth knowledge in the field of advertising discourse, which allows them to understand, reflect on, and analyse the principles that organise this discourse. It is also intended that the skills acquired in the handling of promotional discourse will enable them to deal with the challenges inherent in the creation of advertising campaigns and problems in the field of advertising communication. Concerning generic skills, it is intended to enhance an efficient communication arising from the mastery of the principles of this area, so that the student can take decisions in the professional scope, as well as build and develop an appropriate analytical and critical spirit. As for instrumental and systemic skills, students should develop and deepen the languages and tools of this speech, as well as the teamwork, understanding the new circumstances and communicational phenomena in advertising.
1. Advertising
1.1. Advertising Discourse
1.2 Main features of advertising discourse
1.3 Advertising discourse in the digital age
2. Advertisements
2.1 Print and outdoor advertising
2.1.1 Elements and structure of ads
2.2 Discursive strategies (verbal and visual)
2.3 Discourse features in the new media
3. International advertising
3.1 The environment of international marketing
3.2 Factors and strategies in international advertising
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
Considering that students are expected to deal with advertising texts and the respective analysis, in order to subsequently produce texts of this kind that mirror theoretical and discursive tenets of this area, the contents of this subject are clearly related to the proposed objectives. The unit contents presuppose the contact with concepts of creativity, discursive and creativity strategies, as well as the practical application of such principles, leading up to the production of advertising material.
Teaching Methodologies (Including Evaluation):
The teaching methodology will include lectures and tutorials.
Assessment will be conducted as follows:
Modules 1, 2, 3 – Test: 50%*
Modules 1, 2, 3 – Tasks carried out in class: 10%
Modules 1, 2, 3 – Project work: 40%*
* Compulsory assessment elements (without which assessment is considered incomplete)
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
As this curricular unit is aimed at conceptualizing and developing analytical and text production competences in advertising, the methodology used combines a theoretical dimension where concepts and references are suggested, and a practical one, where students experiment with and produce advertising messages.
Atherton, J. (2020) Social Media Strategy. Kogan Page.
Cluley, R. (2017) Essentials of advertising.Kogan Page
Cook, G.(2001) The Discourse of Advertising. Routledge. - BFP
Diehla, S. et al. (2016) Doing good matters to consumers. International Journal of Advertising, Vol. 35, No. 4.
Di Gesù, et al. (Eds.) (2018). Media, Power & Identity Palermo U. P.
Kingsnorth, S. (2nd ed.) (2019) Digital Marketing Strategy. Kogan Page.
Pinto, A. (1997)Publicidade: Um Discurso de Sedução. Porto Editora. BFP 659.1/PIN/12056
Rodrigez, M. (2019) Brand Storytelling: Put Customers at the Heart of Your Brand Story. Kogan Page
Volli, U. (2016) Semiótica da publicidade. Arte e Comunicação
Yakob, F. (2021) Paid Attention: Innovative Advertising for a Digital World. Kogan Page
Lecturer (* Responsible):
Sandra Tuna (