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. A further objective is the development of a critical thought on some nowadays forms of advertising, trying to develop a creative attitude respecting audiences and their differences. 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. The aim is to train the future professionals in the field of communication and advertising, capable of undestanding the changing trends of contemporary society, taking into account its sensibilities.

Different topics will be dealth with, according to their deepness and to the steps of the course. In fact in the first lessons there will be a journey through the different forms and advertising languages, focusing on the concept of effect and its supposed measurement. In a second phase of the course it will be used the concept of synchronization between society and advertising, showing some best cases and some worst cases. In the last part of the course the focus will be on the main technical aspects of the construction of the creative strategy, also during team works with the aim of defining and planning a whole communication stretegy.

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

Lectures, presentations of case histories, videos, team works and laboratory activities.  

Teaching

Lectures, 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 (only chapters 1, 3, 4, 8).
- Antonioni S., Imagining. Serialità, narrazioni cinematogradiche e fotografia nella pubblicità contemporanea, FrancoAngeli, Milano, 2016.
 

Other reading materials could be suggested during lessons.
   

Assessment

The individual oral exam will be based on the course books, and will evaluate the student learning and his ability of reprocessing and argumentation. 

An excellent evaluation will be scored when the student shows good critical and deepening abilities; when he/she shows to connect the main course topics; when he/she uses an appropriate language regarding to a particular discipline.

A reasonable evaluation will be scored when the student shows a mnemonic knowledge of contents; when he/she shows a limited critical ability and limited ability to connect the main course topics; when he/she uses an appropriate language.

A passing grade will be scored when the student shows a minimal knowledge of the topics; when he/she uses of the language not completely appropriate.

A negative evaluation will be scored when the student shows difficulties in the orientation among the topics dealt with during the exam; when he/she shows educational gap; when he/she uses an inappropriate language.

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 studying of the course books.

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.
- Antonioni S., Imagining. Serialità, narrazioni cinematogradiche e fotografia nella pubblicità contemporanea, FrancoAngeli, Milano, 2016.
 

Assessment

The individual oral exam will be based on the course books, and will evaluate the student learning and his ability of reprocessing and argumentation. 

An excellent evaluation will be scored when the student shows good critical and deepening abilities; when he/she shows to connect the main course topics; when he/she uses an appropriate language regarding to a particular discipline.

A reasonable evaluation will be scored when the student shows a mnemonic knowledge of contents; when he/she shows a limited critical ability and limited ability to connect the main course topics; when he/she uses an appropriate language.

A passing grade will be scored when the student shows a minimal knowledge of the topics; when he/she uses of the language not completely appropriate.

A negative evaluation will be scored when the student shows difficulties in the orientation among the topics dealt with during the exam; when he/she shows educational gap; when he/she uses an inappropriate language.

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.