Curricular Unit:Code:
Advertising Writing I774EPB1
Year:Level:Course:Credits:
2UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
To identify and communicate accurately a set of fundamental notions in the scientific domain of advertising discourse so as to enable students to make judgments and decisions according to a professional area of their choice; to identify and use contemporary discourses in the domain of advertising and other promotional practices so as to build and develop argumentative and analytical skills based on a critical demanding attitude; to adopt a reflexive stance towards discourse, considering the social and economic reality of communication. Specific Instrumental skills: To know the advertising texts, the underlying concepts and rhetoric, as well as the relevant bibliographic references; to understand discursive practices of this scientific area, as well as the respective media. Interpersonal: To confront the student with a corpus of advertising texts so that they may experiment with the efficacy of such messages. Systemic: To interpret circumstances and phenomena related to advertising.
Syllabus:
1. Advertising
1.1 Conceptual overview
1.3 Creativity in Advertising
2. Advertising Discourse
2.1 Main features of advertising discourse
2.2 Advertising media: press and outdoors
2.2.1 Elements and structure of ads
3. Discursive Strategies
3.1 Verbal language
3.2 Visuals
4. International advertising
4.1 The environment of international marketing
4.2 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 and 4 – Test: 50%*
Modules 1, 2, 3 and 4 – Tasks carried out in class: 10%
Modules 1, 2, 3 and 4 – 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.
Reading:
Barthes, R., Image Music Text. Hill and Wan BFP 82.0/BAR/79473
Cardoso, P. (3ª ed.) (2011) Estratégia Criativa Publicitária. UFP BFP 659.1/CAR/19419 BS 659.1/CAR/18892
Cook, G. (2nd ed.) (2001) The Discourse of Advertising. Routledge.BFP 659.1/COO/48266
Diehla, S. et al. (2016) Doing good matters to consumers. International Journal of Advertising, Vol. 35, No. 4. B-on
Di Gesù, et al. (Eds.) (2018). Media, Power & Identity Palermo U. P.
Mesquita, F. (2015) Comunicação Visual, Design e Publicidade. Formalpress BFP 659.1/MES/90445]
Moriarty, S. et al. (3rd ed.) (2014) Advertising: principles and practice. Pearson. [2nd ed. BFP 659.1/MOR/5291
Myers, G. (1999) Ad Worlds. Arnold. BFP 316.77/MYE/48262
Murphy, J. (1998) O pragmatismo de Peirce a Davidson. Asa. SOQ 165/MUR/18389
Pinto, A. (1997)Publicidade: Um Discurso de Sedução. Porto Editora. BFP 659.1/PIN/12056
Sweetser, E. (2017) Metaphor and metonymy in advertising. Journal of Pragmatics. B-on