Theory and Techniques in Advertising and Image

The aim of the course is to provide students with a set of theories and concepts useful for understanding the dynamics of advertising communication in contemporary societies and observing them with a critical perspective. Particular attention will be given to the impact of digitalization on advertising communication, specifically through the exploration of certain phenomena, such as the rise of digital platforms, which are profoundly transforming the dynamics of advertising and consumer culture. To this end, students will be introduced to key topics related to marketing, advertising, and consumer culture theory, including: advertising semiotics, branding, digital advertising, advertising metrics, word-of-mouth, virality, influencer marketing, meme marketing, brand communities, brand publics, and digital platforms.

By the end of the course, the student will be able to:

· Understand the central role played by advertising in cultural production within contemporary societies
· Understand and critically evaluate the relationship between communication technologies and the logic of advertising production
· Identify the main challenges, opportunities, and issues posed by digital media in the contemporary landscape of advertising and image promotion
· Independently apply the theoretical concepts learned in class to the analysis of concrete case studies and the development of a digital advertising campaign