Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


LANGUAGES AND STRATEGIES OF PROMOTIONAL COMMUNICATION
LINGUAGGI E STRATEGIE DELLA COMUNICAZIONE PROMOZIONALE

A.Y. Credits
2021/2022 9
Lecturer Email Office hours for students
Stefania Antonioni Tuesday 14-15, on appointment
Teaching in foreign languages
Course with optional materials in a foreign language English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Communication and Advertising for Organizations (LM-59)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

The aim of the course is the analysis, in a historical perspective, of the fundamental theories and modalities of storytelling used by Italian advertising in different periods. The objective is finding some recurring patterns and in the meantime to reflect on the concept or seriality and serialization used by Italian advertising in particular in the beginning phase of television. This analysis will be completed with a panoramic view on the main narrative formsA quest'analisi verrà affiancata una panoramica sulle principali forme narrative promotional forms, extending the concept of advertising and promotion. This kind of analysis could be useful to offer new storytelling paradigms, relevant also for digital platform. The knowledge of a historical perspective regarding advertising techniques gives a deeper awareness on instruments and techniques used by future professionals in the field of communication and advertising.

Program

The course has the following steps:

- historical analysis of the different periods of the Italian advertising, starting with the first phase of affiches, the Fascist period, the afterwar periodo, the economical boom, the critical period of the 70s, the 80s great development, the 90s brand communication, the 2000s crisis and the adoption of the media neutral approach

- definition of the storytelling modes characterising each period and analysis of seriality techiniques used in the last 50 years;

- observation on transmedia storytelling, complex seriality and media neutral approach;

- overview on the hybrid promotional forms, such as branded contents, useful for the construction of a brand narrative universe.

Learning Achievements (Dublin Descriptors)

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. 

Teaching Material

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

Supporting Activities

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


Didactics, Attendance, Course Books and Assessment

Didactics

Lectures, case histories and laboratory activities.

Attendance

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

Course books

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

- Grainge P., Johnson C., Industrie della promozione e schermi digitali, Minimum Fax, Milano, 2018 (except chapters 2 and 6). 

- Antonioni S., Brand placement o co-branding? Celebrities e attività di promozione nei film Zoolander 1 e 2, in "Zonemoda Journal", vol. 7, 2017 https://zmj.unibo.it/article/view/7519/7530

- J. Hardy, Branded content: practices and governance in L. Mas-Manchon (eds), Innovation in advertising and brand communication, Routledge, London, 2021.

- M. Lopera Marmol, M. Jimenez-Morales, M. Bourdaa, Televertising strategies in the age of Nonadvertising TV in L. Mas-Manchon (eds), Innovation in advertising and brand communication, Routledge, London, 2021.


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.

Additional Information for Non-Attending Students

Didactics

Individual studying of the course books.

Attendance

Study of the course books.

Course books

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

- Grainge P., Johnson C., Industrie della promozione e schermi digitali, Minimum Fax, Milano, 2018 (except chapters 2 and 6). 

- Antonioni S., Brand placement o co-branding? Celebrities e attività di promozione nei film Zoolander 1 e 2, in "Zonemoda Journal", vol. 7, 2017 https://zmj.unibo.it/article/view/7519/7530

- J. Hardy, Branded content: practices and governance in L. Mas-Manchon (eds), Innovation in advertising and brand communication, Routledge, London, 2021.

- M. Lopera Marmol, M. Jimenez-Morales, M. Bourdaa, Televertising strategies in the age of Nonadvertising TV in L. Mas-Manchon (eds), Innovation in advertising and brand communication, Routledge, London, 2021.

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.

« back Last update: 18/07/2021

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