Curricular Unit:Code:
Advertising Writing II1111EPB2
2UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
General competencies: Students should be able to define and characterise advertising discourse. They should also be able to conceptualise, organize and produce different types of discursive strategies within this discursive modality of communication.
Specific competencies to be acquired:
- to be able to handle and manipulate a set of contemporary discourses in advertising and promotional practices, so as to build and develop the ability to argue and analyse, within the framework of an adequate critical stance.
- To be familiar with founding and contemporary texts used as a bibliography
- To understand and produce the languages inherent to this kind of discourse and their functioning in the different media
- To have a critical perspective on the impact of advertising discourse in the contemporary world, bearing in mind the way target audiences are idealized and projected in promotional messages
1. Structuring elements of advertising discourse
2.The characteristics of the promotional message: the contemporary multimedia approach
3. Different forms of interaction and the redefinition of the concept of target-audience
4. Practical exercises: proposal and undertaking of ad writing for different media, with an emphasis on the new media
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
Considering that students are expected to deal with advertising texts and their respective analysis, in the aftermath of the skills acquired in the previous level of the discipline, 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 creative strategies, as well as the practical application of such principles, leading up to the production of advertising material.
Teaching Methodologies (Including Evaluation):
Continuous assessment OR exam
CONTINUOUS ASSESSMENT: Lectures and tutorials. Continuous assessment includes written assessment (1 written test) and a project of analysis of advertising strategies, which has to be prepared as group/pair-work, throughout the semester, to be orally presented. The final mark will be calculated as follows: written assessment: 60% + oral presentation of the project: 40%. All elements of the continuous assessment are compulsory. Students have to attend at least 50% of the classes taught.
FINAL EXAM: the minimum mark required to be admitted to the oral is 7,5. A mark of 9.5 or more in the written exam is necessary for approval.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
As this curricular unit is aimed at conceptualizing and developing analytical and practical competencies in the production of advertising strategies, 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 for different media.
Altstiel; Grow; Jennings (2019) Advertising Creative: Strategy, Copy, Design. McGraw Hill (UFP: 659.1/ALT)
Belch, G.E. & Belch, M.E. (2017) Advertising and Promotion. New York: McGraw-Hill. [UFP - BFP 659.1/BEL/100439]
Cluley, R. (2017) Essentials of Advertising. London, Kogan Page. [UFP: BFP 659.1/CLU/100494]
Simões, E. (2008) Taboo in Advertising. Amsterdam and Philadelphia: John Benjamins. [UFP 659.1/FRE/60262]
Rodgers, S. & Thorson, E. (eds) 2019. Advertising Theory, Second Edition. London: Taylor & Francis.
Yakob, F. (2022) Paid Attention: innovative advertising for a digital world. London: Kogan Page.
Lecturer (* Responsible):
Elsa Simões (