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. This analysis will be completed with a panoramic view on the main narrative forms, stretching and modifying the concept of advertising into that of promotion. In this vein the last part of the lessons will be dedicated to the definition and the analysis of the multiple forms and facets of the so called hybrid promotion and branded entertainment. Brand alliance practices between commercial brands and celebrities will also be mentioned. 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.

The course has the following steps:

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.

Innovative teaching methods

Attendance

This course does not differentiate between “attending” and “non-attending” students with regard to teaching methods, attendance obligations, course books or assessment.

Course books

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

- Grainge P., Johnson C., Promotional screen industries, Routledge, London-New York, Minimum Fax, Milano, 2015 (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.

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.

This course does not differentiate between “attending” and “non-attending” students with regard to teaching methods, attendance obligations, course books or assessment.