The main object of the course is giving students the necessary tools for the theoretical undestanding of advertising and promotional languages and their relationship with contemporary society. In this frame, there’ll be an analysis of the different modalities, languages and forms that nowadays show their effectiveness, also taking in account a complex and complete media planning strategy.

A journey through the different forms and advertising languages used in different periods will make possible focalizing on the main strategies and instruments used by contemporary promotional communication. Besides during lessons will be shown some cases exemplifying the hybridization between different forms of communication. Those case histories will underline some alternative forms of communication, leading to an understanding of the main changes faces by promotional languages. Moreover the course will focus on the evolution of outdoor communication, on social media based communication and on branded entertainment.  

Students have to reach these goals:

1.  Knowledge and understanding of: forms and languages of promotional communication in the complex society, through the learning of competences on the main models and theories in the advertising field.

1.1.  Students reach these basic knowledge attending lessons, studying mentioned textbooks and case histories shown in class.

2.  Use of knowledge and understanding skills: analysing promotional languages and their relationship with reference groups and communication planning.

2.2. Students reach these skills by laboratory activities during class hours.

3. Judging skills: critical approach on the evolving dynamics of advertising and its impact on digital society.

3.1. Students reach and demonstrate these skills during debates with the Professor and with the class, during laboratory activities and during the preparation of the final exam.

4. Communication ability: students have to interact during the lessons asking questions, exchanging ideas with the collegues and organizing keynotes while tested. 
4.1. Students reach these skills organizing discussions, excercises and presentations.

5. Learning skills: students have to adopt a critical approach while studying in order to connect theoretical knowledge with empirical analysis, obtaining a personal point of view on the subject. 
5.1. Students strengthen these skills debating with the Professor and the rest of the class. 

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Presentations of case histories, videos, team works and laboratory activities.  

Teaching

Introductional lessons, case histories and laboratory activities. Besides students have to work in group for the realization of the copy strategy for the launch of a fictional product.

Attendance

Lesson attending, individual studying of course books and participation to team works in class hours. 

Course books

- Antonioni S., Pubblicittà. Forme pubblicitarie del moderno, FrancoAngeli, Milano, 2012.
- Lombardi M., La strategie in pubblicità. Manuale di tecnica multimediale: dai media classici al digitale, FrancoAngeli, Milano, 2014.
- Codeluppi V., Storia della pubblicità italiana, Carocci, Roma, 2013.
- AA.VV., Futuri creativi, La pubblicità che cambia fra culture digitali e culture globali, "Sociologia della comunicazione" n. 47, 2014.

Other reading materials could be suggested during lessons.
   

Assessment

Oral exam.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Teaching

Individual studuing.

Attendance

Study of the course books.

Course books

- Antonioni S., Pubblicittà. Forme pubblicitarie del moderno, FrancoAngeli, Milano, 2012.
- Lombardi M., La strategie in pubblicità. Manuale di tecnica multimediale: dai media classici al digitale, FrancoAngeli, Milano, 2014.
- Codeluppi V., Storia della pubblicità italiana, Carocci, Roma, 2013.
- AA.VV., Futuri creativi, La pubblicità che cambia fra culture digitali e culture globali, "Sociologia della comunicazione" n. 47, 2014.

Assessment

Oral exam.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.