Advertising Theories and Communication Design
A.Y. 2023/2024
Learning objectives
The course aims to delve into the subject of advertising from a dual perspective: advertising as an economic phenomenon and as a socio-cultural phenomenon.
Module I: advertising as an economic phenomenon
Advertising campaigns, often judged solely based on their creative/aesthetic aspect or what the public can see, actually consist of many other non-visible stages within this particular industry. Therefore, this module will illustrate the various stages involved in defining and implementing advertising strategies that precede and follow the campaigns. These stages include pre- and post-launch market research, analysis of demographic and psychographic variables of the audience, semantic analysis, brand perception analysis, etc. The program will also pay special attention to the new opportunities offered by digital technology and how they have profoundly changed the language and distribution methods of advertising, giving rise to new concepts such as content, sharing, predictiveness, and granularity. The objective is to provide students with a deeper perspective to frame the entire advertising process, which goes well beyond the purely creative aspect.
Module II: advertising as a socio-cultural phenomenon
This part of the course will illustrate advertising as a phenomenon capable of influencing public discourse while also being influenced by it. Examples from the international context will be presented to emphasize the constant tension within advertising language between standardization and differentiation of messages depending on the cultural context of reference. The lessons will be conducted by referring, when useful, to concepts and insights offered by disciplines such as sociology, philosophy, history, and anthropology. This module will also explore the progressive intermingling of advertising with other languages, particularly with journalism and political communication, highlighting the risks of this gradual hybridization. The goal is to provide students with a broader perspective in which advertising (and the history of advertising) is placed within a context rich in meanings and cultural references.
Module I: advertising as an economic phenomenon
Advertising campaigns, often judged solely based on their creative/aesthetic aspect or what the public can see, actually consist of many other non-visible stages within this particular industry. Therefore, this module will illustrate the various stages involved in defining and implementing advertising strategies that precede and follow the campaigns. These stages include pre- and post-launch market research, analysis of demographic and psychographic variables of the audience, semantic analysis, brand perception analysis, etc. The program will also pay special attention to the new opportunities offered by digital technology and how they have profoundly changed the language and distribution methods of advertising, giving rise to new concepts such as content, sharing, predictiveness, and granularity. The objective is to provide students with a deeper perspective to frame the entire advertising process, which goes well beyond the purely creative aspect.
Module II: advertising as a socio-cultural phenomenon
This part of the course will illustrate advertising as a phenomenon capable of influencing public discourse while also being influenced by it. Examples from the international context will be presented to emphasize the constant tension within advertising language between standardization and differentiation of messages depending on the cultural context of reference. The lessons will be conducted by referring, when useful, to concepts and insights offered by disciplines such as sociology, philosophy, history, and anthropology. This module will also explore the progressive intermingling of advertising with other languages, particularly with journalism and political communication, highlighting the risks of this gradual hybridization. The goal is to provide students with a broader perspective in which advertising (and the history of advertising) is placed within a context rich in meanings and cultural references.
Expected learning outcomes
By the end of the course, the student will have gained a comprehensive understanding of advertising both as an economic phenomenon and as a cultural phenomenon. The student will possess a set of conceptual tools suitable for recognizing and interpreting advertising language and its forms, which, thanks to new technologies, have become increasingly diverse, unpredictable, and refined. The ultimate objective is to enable the student to read advertising messages critically based on objective criteria shared by the community of professionals working in the advertising industry.
Lesson period: First semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
Knowledge and Understanding
The course explores the language of advertising discourse and its multiple forms, consistently relating it to the broader context of contemporary communication. Advertising will be examined from a dual perspective: as a business strategy and as a cultural phenomenon. To this end, participants will be provided with the basic conceptual tools to read and interpret advertising language in a comprehensive and in-depth manner, going beyond the creativity that has always characterized advertising messages. The lessons will delve into fundamental concepts such as brand identity, branding, positioning, socio-demographic and psychographic profiling, creative management, storytelling, and brand reputation.
Knowledge and Understanding: Scope of Application
The ultimate goal is to enable the student to read advertising messages appropriately using basic criteria such as strategy, objectives, target audience, message, and key performance indicators (KPIs). Simultaneously, the student will gain awareness of both the opportunities for deep connection with the audience that advertising language allows and the risks it presents when used manipulatively, particularly with regard to political propaganda.
The course explores the language of advertising discourse and its multiple forms, consistently relating it to the broader context of contemporary communication. Advertising will be examined from a dual perspective: as a business strategy and as a cultural phenomenon. To this end, participants will be provided with the basic conceptual tools to read and interpret advertising language in a comprehensive and in-depth manner, going beyond the creativity that has always characterized advertising messages. The lessons will delve into fundamental concepts such as brand identity, branding, positioning, socio-demographic and psychographic profiling, creative management, storytelling, and brand reputation.
Knowledge and Understanding: Scope of Application
The ultimate goal is to enable the student to read advertising messages appropriately using basic criteria such as strategy, objectives, target audience, message, and key performance indicators (KPIs). Simultaneously, the student will gain awareness of both the opportunities for deep connection with the audience that advertising language allows and the risks it presents when used manipulatively, particularly with regard to political propaganda.
Prerequisites for admission
Curiosity, critical thinking, and an interest in contemporary socio-economic dynamics.
Teaching methods
Lectures with explanations of the most important exam topics, case studies, multimedia materials, and slides. All exam materials will be available on the course website. Depending on the number of course participants, the lessons will be highly interactive. Students will be encouraged to participate and suggest their own case studies for discussion based on the concepts learned in class.
Teaching Resources
Program for attending students
1. Marco Lombardi (edited by), "Strategia in Pubblicità. Dall'intelligenza, la magia". Franco Angeli, second edition, 2022, in its entirety (approximately 400 pages).
2. Giovanni Boccia Artieri, Fausto Colombo, Guido Gili, Comunicare. Persone, relazioni, media. Laterza, second edition 2022, limited to chapters I and II.
3. Slides and articles provided in class and downloadable from the course website.
Exam program for non-attending students
1. Marco Lombardi (edited by), "Strategia in Pubblicità. Dall'intelligenza, la magia".
Franco Angeli, second edition, 2022, in its entirety (approximately 400 pages).
2. Giovanni Boccia Artieri, Fausto Colombo, Guido Gili, Comunicare. Persone, relazioni, media. Laterza, second edition 2022, in its entirety (192 pages).
3. Slides and articles provided in class and downloadable from the course website.
1. Marco Lombardi (edited by), "Strategia in Pubblicità. Dall'intelligenza, la magia". Franco Angeli, second edition, 2022, in its entirety (approximately 400 pages).
2. Giovanni Boccia Artieri, Fausto Colombo, Guido Gili, Comunicare. Persone, relazioni, media. Laterza, second edition 2022, limited to chapters I and II.
3. Slides and articles provided in class and downloadable from the course website.
Exam program for non-attending students
1. Marco Lombardi (edited by), "Strategia in Pubblicità. Dall'intelligenza, la magia".
Franco Angeli, second edition, 2022, in its entirety (approximately 400 pages).
2. Giovanni Boccia Artieri, Fausto Colombo, Guido Gili, Comunicare. Persone, relazioni, media. Laterza, second edition 2022, in its entirety (192 pages).
3. Slides and articles provided in class and downloadable from the course website.
Assessment methods and Criteria
Oral exam.
L-ART/06 - CINEMA, PHOTOGRAPHY AND TELEVISION - University credits: 6
Lessons: 40 hours
Professor:
Adriani Roberto
Educational website(s)
Professor(s)
Reception:
Every Thursday from 8:30 to 10:30 AM, until the end of the course (28th November 2019). Meeting by appointment [email protected]
Via Livorno 1, Room 205