The course has the twofold objective of providing an understanding of the main theoretical concepts and strategic mechanisms underlying advertising languages and developing critical analysis skills in advertising. Firstly, the course aims at offering the most important theoretical keys to better understand the complexity of the social and media scenario in which the transition from traditional advertising to the so-called integrated communication takes place today. Secondly, the course aims at providing the basic skills necessary for the strategic planning of a communication campaign, with a special focus on the web and the unconventional. Finally, the course delves into concepts and tools useful to know how to critically read and interpret the commercial meanings, but also the cultural discourses and models, conveyed by an advertisement.

The course programme is divided into two modules. The first module deals with the paradigms of communication and the main theories of media and advertising, necessary to understand the crisis of traditional forms of promotional communication. Secondly, the most recent languages and techniques of integrated communication are explored, as well as the characteristics of the different media used by advertising, and strategies for designing communication campaigns. The second module presents some of the most important concepts and tools to be applied in analysing and interpreting advertising messages.

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 (at least three-quarters of the hours) and taking part at the final test.

Course books

Francesco D'Amato, Paola Panarese, Pubblicità e comunicazione integrata. Modelli, processi, contenuti, Carocci, Roma 2016

Stefania Antonioni, Publicittà. Forme pubblicitarie del moderno, FrancoAngeli, Milano 2012 (escluso il capitolo 3)

Vanni Codeluppi, Leggere la pubblicità, Carocci, Roma 2021

Dispensa "Gli Stili Creativi" a cura di Manolo Farci

Assessment

Learning verification will take place through a written test. The test will include multiple choice questions and open questions through which the student must demonstrate that he/she is able to articulate in a short essay some of the topics covered by the course.

Grading modality

Excellent grades will be given in presence of: a good critical perspective and in depth knowledge; knowing how to link the main subjects addressed during the course; the use of an appropriate  language.

Good grades will be given in presence of: good mnemonic knowledge of the contents; a relatively goodcritical perspective and connection skills related to the treated topics; the use of an appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the treated topics; knowledge gaps; the use of a not appropriate language.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.

Teaching

Individual studying of the course books.

Attendance

Study of the course books.

Course books

Francesco D'Amato, Paola Panarese, Pubblicità e comunicazione integrata. Modelli, processi, contenuti, Carocci, Roma 2016

Stefania Antonioni, Publicittà. Forme pubblicitarie del moderno, FrancoAngeli, Milano 2012 (escluso il capitolo 3)

Vanni Codeluppi, Leggere la pubblicità, Carocci, Roma 2021

Dispensa "Gli Stili Creativi" a cura di Manolo Farci

Assessment

Learning verification will take place through a written test. The test will include multiple choice questions and open questions through which the student must demonstrate that he/she is able to articulate in a short essay some of the topics covered by the course.

Grading modality

Excellent grades will be given in presence of: a good critical perspective and in depth knowledge; knowing how to link the main subjects addressed during the course; the use of an appropriate  language.

Good grades will be given in presence of: good mnemonic knowledge of the contents; a relatively goodcritical perspective and connection skills related to the treated topics; the use of an appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the treated topics; knowledge gaps; the use of a not appropriate language.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.