Curricular Unit:			Code:
Advertising Writing II			774EPB2
Year:	Level:	Course:	Credits:
2	Undergraduate	Communication Sciences	6 ects
Learning Period:		Language of Instruction:	Total Hours:
Spring Semester		Portuguese/English	78
Learning Outcomes of the Curricular Unit:
General 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 de able handle and manipulate a set of contemporary discourses in advertising and promotional practices, so as to build and develop the ability to argument 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
Syllabus:
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 CONTINUOUS ASSESSMENT: Lectures and tutorials. Continuous assessement includes written assessment (2 written tests) and final project of analysis/production of advertising strategies, which has to be prepared in group, thorughout the semester, and is to be orally presented. The final mark will be calculated as follows: written assessment: 60% (30% for each test) + 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. OR FINAL EXAM: the minimum mark required to be admitted to the oral is 7,5.
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.
Reading:
Cook, G.(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 [UFP 659.1/FRE/60262] 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.