Curricular Unit:			Code:
Evolution of Advertising Communication			1104ECPB
Year:	Level:	Course:	Credits:
1	Master	Communication Sciences (Public Relations, Marketing and Advertising)	6 ects
Learning Period:		Language of Instruction:	Total Hours:
Winter Semester		Portuguese/English	78
Learning Outcomes of the Curricular Unit:
Increase and develop knowledge and awareness on the historical evolution of advertising and contemporary contextualization of the advertising phenomenon, based on previously acquired competences. Develop critical and original reading skills on the issue of advertising productions of different periods of the 20th century and bibliography related with them, namely in a research context. Develop analytical skills when considering ads as tokens of social life, producing firmly grounded evaluative judgements, namely on ethical and social issues related with the areas comprehended in advertising studies.
Syllabus:
1. Fundamentals and evolution of advertising 1.1. The advertising concept 1.2. The most important milestones in the history of advertising 1.3. The evolution of advertising: advertising writing and production 2. Advertising communication and society: the ad message as a social construct 2.1. The workings of advertising 2.1.1. The psychology of advertising 2.1.2. The sociology of advertising 2.1.3. Cultural perspectives on advertising 2.1.4. Media studies and advertising 3. Advertising, culture and values 3.1. Ethics and advertising 4. Advertising communication in the 21st century 4.1. New trends, new audiences and new approaches
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The contents of the first part of the curricular unit will privilege contact with scientific texts and advertising productions that promote the knowledge of the historical evolution of advertising. The second part of the course focuses on theoretical discussions which foster a critical reading of advertising productions, thus enabling the acquisition of a solid conceptual basis which allows an in-depth analysis of ads as relevant and representative tokens of social life. Students should be able to demonstrate their ability to apply previously acquired knowledge, expanding it so as to encompass less familiar concepts, but nonetheless related with the broader area of advertising.
Teaching Methodologies (Including Evaluation):
The lessons will consist on theoretical and practical lectures, which encompass debates on theoretical issues as well as reading and discussion of selected texts and analysis of advertising documents. Knowledge assessment will be continuous, and will be undertaken by means of two individual assignments. The weighting factors are as follows: 1st assignment: 50% + 2nd assignment: 50%. For those students who do not undertake continuous assessment, final exam is an option. Apart from taking the written exam, the student must also hand in a written assignment. The weighting factors for both elements, for the final exam, are as follows: written exam: 70% + written assignment: 30%.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Teaching methodologies, based on the previous reading of selected bibliography, encourage the acquisition of theoretical skills so as to enable discussion of advertising documents and ad formats produced in different historical periods, with the purpose of allowing autonomous research in the area of Advertising Communication. The discussion and comments in the classroom encourage students’ ability to communicate their conclusions, knowledge and underlying reasoning both to specialised audiences and non-specialised ones, in a clear and appealing manner. By enabling the students to acquire specific competences on how to use bibliography in an effective manner and on how to communicate conclusions in a clear manner, we emphasize their autonomy, self-study and self-learning skills, in a heuristic manner which, in the future, will allow the prosecution of more advanced studies, in a tendentially independent manner.
Reading:
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. Logan: Kogan Page. Cook, G. 2001. The Discourse of Advertising. London: Taylor & Francis. [UFP] Myers, G. 1994. Words in Ads. London: Edward Arnold. [UFP] Rodgers, S. & Thorson, E. (eds) 2019. Advertising Theory, Second Edition. London: Taylor & Francis. Simões Lucas Freitas, E. 2008. Taboo in Advertising. Amsterdam & Philadelphia: John Benjamins. [UFP] Perloff, R.E. 2017. The Dynamics of Persuasion: Communication and Attitudes in the 21st Century. London: Taylor & Francis.
Lecturer (* Responsible):
Elsa Simões (esimoes@ufp.edu.pt)