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


ADVERTISING AND VISUAL COMMUNICATION LANGUAGES
LINGUAGGI DELLA PUBBLICITÀ E DELLA COMUNICAZIONE VISUALE

A.Y. Credits
2023/2024 8
Lecturer Email Office hours for students
Manolo Farci
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

Information, media and advertisement (L-20)
Curriculum: COMUNICAZIONE PUBBLICITARIA
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

The course has the twofold objective of providing an understanding of the basic concepts and theories of advertising, including the creative process, communication strategy, product positioning and target market; and learning how to evaluate and apply the tools and tactics used in advertising, such as TV commercials, online advertising, print media, radio and social media campaigns.

Firstly, the course aims to offer the most important historical and theoretical keys to better understand the complexity of the social and media scenario in which the transition from traditional advertising to 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. Finally, the course focuses on the application of rhetoric to advertising, analysing the phases of conception, arrangement, expression and staging of the advertising message, using a modern theory of argumentation based on the Aristotelian tradition.

Program

1. Introduction
Definition of advertising
Advertising as a form of communication
Advertising as the soul of commerce
Advertising as an art form

2. History of advertising
Prehistory
The Gazette Phase
The Industrial Phase
The Founding Phase
The turning point
The international phase
The Italian context

3. The advertising agency
The structure of the advertising agency
The brief
The positioning
Perception maps
The copy brief

4. Audience segmentation
Target group design
Audience segmentation
Psychography

5. Media planning
The quantitative level
The economic level
The qualitative level
The media buying

6. The effects of advertising
Theories of persuasive advertising
Theories of how advertising works
Advertising and social culture

7. The construction of the advertising message
Creativity and the creative concept
Campaign genres
Outline of the print ad
The telecommunication
The campaigns

8. Advertising and Rhetoric
The three genres of oratory: Logos, Ethos, Pathos
The rhetorical corpus: Inventio, Dispositio, Elocutio

9. From advertising to integrated communication
Above the line and below the line
The integration of paid, owned and earned media
Content marketing
Transmedia and cross-media storytelling

10. Unconventional marketing
Viral and buzz marketing
Tribal marketing
Guerrilla marketing
Ambient marketing
Gamification marketing

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.  


Teaching, Attendance, Course Books and Assessment

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.

Innovative teaching methods
Attendance

Course attendance is not compulsory

Course books

Marco Vecchia, Hapù. Manuale di tecnica della comunicazione pubblicitaria, Lupetti 2003
Annalisa Cattani, Pubblicità e Retorica. Meccanismi argomentativi della persuasione, Lupetti 2009 (eccetto capitoli 1, 2; 3; 7; 8)

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.

Additional Information for Non-Attending Students

Teaching

Individual studying of the course books.

Attendance

Study of the course books.

Course books

Marco Vecchia, Hapù. Manuale di tecnica della comunicazione pubblicitaria, Lupetti 2003
Annalisa Cattani, Pubblicità e Retorica. Meccanismi argomentativi della persuasione, Lupetti 2009 (eccetto capitoli 1, 2; 3; 7; 8)

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.

« back Last update: 06/12/2023

Il tuo feedback è importante

Raccontaci la tua esperienza e aiutaci a migliorare questa pagina.

Il tuo 5x1000 per sostenere le attività di ricerca

L'Università di Urbino destina tutte le risorse che deriveranno da questa iniziativa alla ricerca scientifica ed al sostegno di giovani ricercatori.

15 22

Se sei vittima di violenza o stalking chiama il 1522, scarica l'app o chatta su www.1522.eu

Il numero, gratuito è attivo 24 h su 24, accoglie con operatrici specializzate le richieste di aiuto e sostegno delle vittime di violenza e stalking.

Posta elettronica certificata

amministrazione@uniurb.legalmail.it

Social

Università degli Studi di Urbino Carlo Bo
Via Aurelio Saffi, 2 – 61029 Urbino PU – IT
Partita IVA 00448830414 – Codice Fiscale 82002850418
2024 © Tutti i diritti sono riservati

Top