Advertising theories and communication design

A.Y. 2021/2022
6
Max ECTS
40
Overall hours
SSD
L-ART/06
Language
Italian
Learning objectives
The course aims to explore the many forms of advertising discourse with the help of multimedia materials, and in constant dialogue with other disciplines such as linguistics, semiotics, aesthetics, philosophy, sociology, history, marketing and economics.
The exploration focuses on the appearance, components and profound attributes of advertising and post-advertising discourse, analyzing the impact of technology on the notion of propaganda and strategies of the involvement of prospects.
The course also aims to address themes of communication design, business design and design management, such as brand identity, targeting, engagement, conversion, omni-channel, sustainability, distribution, ethics, gender neutrality and storytelling.
The ultimate educational objective is to provide students with the theoretical tools useful for a critical - and therefore profound and personal - reading of advertising discourse and their role in defining the experience of brand, product and reality.
Expected learning outcomes
The student will understand the underlying mechanics of promoting the activities of a company or organization, the best practices necessary to structure a positive image of a brand, and the procedures useful to activate effective campaigns. The student will then be able to critically analyze the stories, meanings and values associated with a brand and a product.
Finally, the student will become aware of the role, power and responsibility of communication-advertising discourses within society, as well as the mechanisms underlying the relationship of postponement between sensory elements - that which the public discourse demonstrates - and intellectual elements - that which the advertising discourse expresses.
Course syllabus and organization

Single session

Responsible
Lesson period
First semester
Live streaming face-to-face lectures, case studies presentation, campaigns review, strategy model analysis. Audience participation and dialogue are encouraged. Experts will be invited as guest lecturers to elaborate on certain topics.
Course syllabus
PART A and PART B (40 hours, 6 cfu)

Knowledge and Understanding

The course explores the multiple forms of advertising discourse through multimedia materials, dialoguing with disciplines as diverse as linguistics, semiotics, aesthetics, philosophy, sociology, history, marketing and economics.
The exploration focuses on the shapes, components and profound attributes of the advertising and post-advertising discourses, analyzing the impact that technology had on the notion of propaganda and its strategies.
The course, therefore, deals with topics relating to communication design, business design and design management such as brand identity, targeting, engagement, conversion, omnichannel retailing and communications, sustainability, distribution, ethics, gender neutrality and storytelling. The student will understand the mechanics underlying the promotion of the activities of a company or organization and the best practices underlying the structuring of a positive brand image and of an effective campaign.

Applying Knowledge and Understanding

The ultimate educational goal is to provide students with the theoretical tools at the base of a critical, profound and therefore personal analysis of advertising discourses and of the role advertising plays in defining brand experiences, product experiences and, essentially, the experience of the reality.
The student will be able to critically analyze storytellings, meanings and values associated with a brand or its products. Finally, students will become aware of the role, power and responsibility of communicative discourses within the society, as well as conscious about the mechanisms underlying the relationship between sensory elements - what the advertising discourse shows - and intellectual elements - what the advertising discourse expresses.
Prerequisites for admission
Curiosity, critical thinking and enthusiasm.
Teaching methods
Face-to-face lectures, case studies presentation, campaigns review, strategy model analysis. Audience participation and dialogue are encouraged. Experts will be invited as guest lecturers to elaborate on certain topics.
Teaching Resources
Teaching materials - Attending students:

- Lombardi M., Strategia in Pubblicità. Dall'intelligenza, la magia. Franco Angeli, Milano 2017 [pp. 21-104; 131-195; 206-242; 323-365; 387-401]
- Volli U., Semiotica della Pubblicità, Laterza, Roma Bari, 2007
- Facchi M., Gennari P. Radici inquadrate: spunti e strumenti per l'interpretazione delle identità mediat(ich)e, EDUCatt, Milano, 2011 [pp. 33-63]

Teaching Materials - Non-attending students:

- Lombardi M., Strategia in Pubblicità. Dall'intelligenza, la magia. Franco Angeli, Milano 2017 [pp. 21-104; 131-195; 206-242; 323-365; 387-401]
- Volli U., Semiotica della Pubblicità, Laterza, Roma Bari, 2007
- Facchi M., Gennari P. Radici inquadrate: spunti e strumenti per l'interpretazione delle identità mediat(ich)e, EDUCatt, Milano, 2011 [pp. 33-63]

A book chosen among:
- [Recommended] Coleman D., Building Brand Experiences: A Practical Guide to Retaining Brand Relevance. Kogan Page Ltd, Londra, 2018 [pp. 01-127]
- Grimaldi P., Il Design della Comunicazione. Arte'm, Napoli, 2020 [pp. 23-43; 127-238]

All books are available in digital version on the most popular platforms.

Non-native Italian speaker students can write to the professor and request an English-only bibliography.
Assessment methods and Criteria
Attending and non-attending students are evaluated through a final written exam (open ended questions).
Selected course material will be available on the e-learning platform at Unimi.

Non-native Italian speaker students can write to the professor and request an English-only oral exam.
Unita' didattica A
L-ART/06 - CINEMA, PHOTOGRAPHY AND TELEVISION - University credits: 3
Lessons: 20 hours
Unita' didattica B
L-ART/06 - CINEMA, PHOTOGRAPHY AND TELEVISION - University credits: 3
Lessons: 20 hours
Professor(s)