Curricular Unit:Code:
Advertising Writing II774EPB2
2UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
Generic competences:
Students should be able to define and to 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 competences to be acquired
- to handle and manipulate a set of contemporary discourses in advertising and promotional practices, so as to build and develop the ability to argumente and analyse, within the framework of an adequate critical stance.
- To be familiar with founding texts used as 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 promocional messages
1. Structuring elements of advertising discourse; 2.The characteristics of the promotional message; 3. Target-audiences: approaches to target audiences in ads; 4. Practical exercises: proposal and undertaking of ad writing for different media
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 the aftermath of the skills aquired in the previous leel 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 creativity 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
Lectures and tutorials. Continuous assessement includes written assessment and final project of analysis/production of advertising strategies, to be orally presented. The final mark will be calculated as follows: written assessment: 60% + project: 40%
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
As this curricular unit is aimed at conceptualizing and developing analytical and competences 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.
Cook, G. (2nd ed.) (2001) The Discourse of Advertising. Routledge. UFP 659.1/COO/48266
Forceville, C. (1996) Pictorial Metaphor in Advertising, London: Routledge.
Freitas, E.S.L. (2008) Taboo in Advertising. Amsterdam and Philadelphia: John Benjamins.
Freitas, E.S.L. (2010). Advertising the Medium: On the Narrative Worlds of a Multimedia Promotional Campaign for a Public Service Television Channel . In Intermediality and Storytelling, ed. M. Grishakova e M.-L. Ryan, 258 - 284. Berlin & New York: De Gruyter.
Freitas, E.S.L. (2012). Advertising and Discourse Analysis. In The Routledge Handbook of Discourse Analysis , ed. J.P. Gee & M. Handford, 427 - 440. London & New York: Routledge / Taylor & Francis.
Johnson, F. (2012) Imaging in Advertising: Verbal and visual codes of commerce. London & New York: Routledge.
Myers, G. (1999) Ad Worlds. Arnold. UFP 316.77/MYE/48262
O’Shaughnessy, J. & O’Shaughnessy, N.J. (2004) Persuasion in Advertising. London & New York: Routledge.