Theory and Techniques in Advertising and Image

The course aims to present some of the main dynamics related to modern advertising communication.
In contrast to examples related to the most significant and successful campaigns of recent years, in this course we will examine the key steps within the development of a communication strategy: from the definition of the most effective and consistent emotional levers with brand positioning, to the development of messages and mechanisms of "engagement" that take advantage of the opportunities offered by new behaviors and the evolution of technologies. In this sense, we will observe how languages, messages and means are closely related to the moment that people are experiencing and the values that define social exchanges. The cultural component of advertising will therefore be analyzed, focusing in particular on understanding the meaning that brands take on in our society, the relationship that companies establish with people on a daily basis and the role that they play today in the creation and sharing of messages.

The course aims to lead participants to the understanding of the technical aspects underlying the creation of advertisements, showing their deep connection with the cultural and social context in which they are born and disseminated.
The course, therefore has as the main aim, in addition to the development of a basic knowledge of some key aspects related to the construction and strategic management of a company, the strengthening of critical skills towards everyday reality, through the analysis of how brands and companies interact with it.