Curricular Unit:			Code:
Evolution of Advertising Communication			794ECPB
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 knowledge and awareness on the historical evolution of advertising. Develop the critical reading skills on the issue of advertising productions of different periods of the 20th century. Develop analytical skills when considering ads as tokens of social life.
Syllabus:
Fundamentals and evolution of advertising; The advertising concept; The most important milestones in the history of advertising; Evolution of advertising; Advertising, society, culture and audience values. Advertising in the 21st century.
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.
Teaching Methodologies (Including Evaluation):
The lessons will consist in theoretical and practical lectures, which encompass debates on theoretical issues as well as reading and discussion of selected texts and analysis of advertising documents, with an emphasis on individual and group work. Knowledge assessment will be undertaken by means of individual assignments.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Teaching methodologies 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.
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] Himpe, T. 2010. Advertising Next. São Francisco, Chronical Books. Myers, G. 1994. Words in Ads. London: Edward Arnold. [UFP] Myers, G. 1998. Ad Worlds: Brands, Media, Audiences. London: Arnold. 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.