Theory and Techniques in Advertising and Image
A.Y. 2025/2026
Learning objectives
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.
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.
Expected learning outcomes
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.
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.
Lesson period: Second semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Course syllabus
The primary objective of the course is to provide students with a set of theories and concepts that are useful for understanding the dynamics of advertising communication in contemporary societies and analysing them critically. Particular attention will be given to the consequences of digitalization processes on advertising communication, specifically through an in-depth examination of certain phenomena, such as the rise of digital platforms, which are profoundly transforming the dynamics of advertising and consumer culture.
Starting with a historical overview of advertising and a focus on semiotics, the course will then illustrate the major changes introduced in advertising communication by digitalization and digital platforms. It will focus on typical phenomena in digital environments, such as word-of-mouth, virality and the role of influencers, brand communities, brand publics, and meme marketing (a detailed list of topics can be found in the Course Calendar and Topics section of this document).
The course also includes contributions from various academic and industry experts with significant experience in areas related to the course topics. The participation of these experts aims to provide students with the opportunity to see how the theories and concepts discussed are applied in the 'real world.'
Starting with a historical overview of advertising and a focus on semiotics, the course will then illustrate the major changes introduced in advertising communication by digitalization and digital platforms. It will focus on typical phenomena in digital environments, such as word-of-mouth, virality and the role of influencers, brand communities, brand publics, and meme marketing (a detailed list of topics can be found in the Course Calendar and Topics section of this document).
The course also includes contributions from various academic and industry experts with significant experience in areas related to the course topics. The participation of these experts aims to provide students with the opportunity to see how the theories and concepts discussed are applied in the 'real world.'
Prerequisites for admission
No specific prerequisites are required. However, it should be noted that the theoretical and conceptual foundations of the course are rooted in sociology rather than marketing or economic sciences.
Teaching methods
The course includes a mix of lectures, examples, practical exercises, and group discussions. It also features contributions from external experts from the corporate, civic and academic world.
Teaching Resources
Attending Students:
Lecture slides + any additional support materials indicated by the professor during class and uploaded on Ariel.
Non-Attending Students (P.S. All articles are available online and/or through the University Library System):
o Panarese, P., & De Luca, C. (2024). La pubblicità nell'era digitale. Modelli, tecniche e scenari. Roma. Carocci Editore. (Text Book)
o Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
o Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
o Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569.
o Razzaq, A., Shao, W., & Quach, S. (2023). Towards an understanding of meme marketing: conceptualisation and empirical evidence. Journal of Marketing Management, 39(7-8), 670-701.
o De Freitas, J., Nave, G., & Puntoni, S. (2025). Ideation with Generative AI—in Consumer Research and Beyond. Journal of Consumer Research, 52(1), 18-31.
Lecture slides + any additional support materials indicated by the professor during class and uploaded on Ariel.
Non-Attending Students (P.S. All articles are available online and/or through the University Library System):
o Panarese, P., & De Luca, C. (2024). La pubblicità nell'era digitale. Modelli, tecniche e scenari. Roma. Carocci Editore. (Text Book)
o Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
o Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
o Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569.
o Razzaq, A., Shao, W., & Quach, S. (2023). Towards an understanding of meme marketing: conceptualisation and empirical evidence. Journal of Marketing Management, 39(7-8), 670-701.
o De Freitas, J., Nave, G., & Puntoni, S. (2025). Ideation with Generative AI—in Consumer Research and Beyond. Journal of Consumer Research, 52(1), 18-31.
Assessment methods and Criteria
For attending students, the final evaluation will consist of:
· group work: creation of a viral video promoting a brand, product, event, or service. Further details will be provided during the first class of the course.
· multiple-choice test: covering topics discussed in class (lecture slides and notes).
The group project will be awarded a score from 0 to 5, while the multiple-choice test will have a maximum score of 26. The final grade will be calculated as the arithmetic sum of the two scores (e.g., group project 5 + multiple-choice test 26 = 31, which corresponds to a final grade of 30 with honors).
For non-attending students, the final evaluation will be based on:
· oral examination: questions on the texts listed in the bibliography for non-attending students (see the syllabus on the course's Ariel website).
· group work: creation of a viral video promoting a brand, product, event, or service. Further details will be provided during the first class of the course.
· multiple-choice test: covering topics discussed in class (lecture slides and notes).
The group project will be awarded a score from 0 to 5, while the multiple-choice test will have a maximum score of 26. The final grade will be calculated as the arithmetic sum of the two scores (e.g., group project 5 + multiple-choice test 26 = 31, which corresponds to a final grade of 30 with honors).
For non-attending students, the final evaluation will be based on:
· oral examination: questions on the texts listed in the bibliography for non-attending students (see the syllabus on the course's Ariel website).
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 6
Lessons: 40 hours
Professor:
Caliandro Alessandro
Professor(s)