module specification

This module is designed to introduce you to contemporary advertising practice and the evolving landscape of digital advertising. It equips you with actionable knowledge for immediate application in the real world. This module examines the current issues affecting advertising at both a national and global level and will enable you to analyse key contemporary advertising practices including emerging technology trends useful for understanding how consumers process advertising messages. This will be underpinned by current scholarly research in advertising to gain insights into contemporary and applied practices. 
The module aims to develop your understanding and application of knowledge of contemporary advertising practices and create new insights into the advertising discipline and new contributions to professional practice.

The module also aims to assist you in the acquisition of the following skills:
•    Commercial awareness 
•    Academic reading and writing
•    Researching analysing data
•    Application of knowledge 
•    Communication and oral presentation
•    Digital Literacy IT skills 
•    Being creative 

No pre- or co- requisites for the module.
Available for Study Abroad? YES

- History as a source of critique- Historical perspective and critical reflections of past advertising theories and models (LO1)

- The academician–practitioner gap in understanding how advertising works (LO1, LO2)

- Advertising messages: creativity and creative appeals, brand and data storytelling and deconstructing advertising messages, neuroscience perspective in processing advertising messages(LO2)

- Influencer advertising and how brands choose influencers, debates facing influencer advertising (LO2, LO4)

- Advertising types, formats, channels & platforms – Mobile, digital video, programmatic, native, social networks, interpersonal messages, advergaming, in-game advertising, femvertising (LO2, LO3, LO4)

- Artificial intelligence (AI) in Advertising, data-driven and computational Advertising (LO3,LO4)

- Exploring the boundaries of reality: Augmented Reality (AR), Virtual Reality (VR) and mixed reality Advertising (LO2, LO3, LO4)

- Understanding audiences- advertising  to children, gender, stereotypes in advertising, demographics (LO3, LO4)

- Culture and communication: Advertising across borders local, national global. Culture-driven values, message appeals and media usage. (LO3, LO4)

- Impact of advertising and media culture and issues arising from image based culture (LO2, LO3, LO4).

- Contemporary advertising practices: media planning, measurements and metrics evaluation (LO3, LO4)

- Business ethics and corporate social responsibility, cultural and social diversity in the context of current issues in advertising (LO3, LO4)

- Future trends and Innovations in digital advertising (LO3, LO4)

The module will be taught over a 12-week period and consists of 2-hour interactive learning sessions and 1-hour appreciation and critique of contemporary practices and issues in advertising. The 2-hour interactive learning sessions will set the theoretical principles to be explored using real world examples. A blended learning approach will be adopted with content on the web learn platform will be used and a flipped classroom’ approach is adopted where students are provided with a contemporary advertising topic and prepare well in advance of the date on which materials will be covered in the interactive learning period  These sessions have been designed for a better understanding of the topics through critical discussion, questions and answers and will play a crucial role in appreciating trends and  contrasting views from a practitioner and academic perspective.

The facilities of Web Learn will be central to the delivery of module handbook, case studies, campaigns, journal articles, and external web links, as appropriate. It will also be used for the timely provision of feedback following formative assessment.

 

Upon completion of the module, the students will be able to:

LO1. Demonstrate a sound knowledge and understanding of historical and contemporary advertising practices. 

LO2. Analyse and evaluate current creative advertising messages using contemporary advertising theories and communicate findings to advertising specialist and non-specialist audiences. 

LO3. Assess the benefits and challenges of using emerging technology trends in advertising. 

LO4. Select, apply and evaluate contemporary issues and trends and theoretical perspectives in advertising from a national and/or global context.
 

Library Reading List Link
https://rl.talis.com/3/londonmet/lists/2A5390BC-8E83-77FA-5056-8ABD96982C19.html

Core reading
- Yesiloglu, S. and Costello, J. (2023) Advertising in the Digital Age, Theories and Practices. Sage.
https://catalogue.londonmet.ac.uk/record=b3213283~S1

Rodgers S. and Thorson E. (2019) Advertising theory, 2nd Edition, Routledge. (Available as an E-Book)
https://catalogue.londonmet.ac.uk/record=b2035756~S1

Additional reading
- De Mooj, M, (2021) Global Marketing and Advertising: Understanding Global Paradoxes. 6th Edition, Sage. (Available as an E-book).
https://catalogue.londonmet.ac.uk/record=b2357638~S1

- Fennis B. and Stroebe, W. (2020) The Psychology of Advertising, 3rd Edition, Routledge. (Available as an E-book).
https://catalogue.londonmet.ac.uk/record=b2272056~S1

Florence, C. (2024) Data Storytelling in Marketing:  How to Tell Persuasive Stories Through Data, 1st Edition, KoganPage.

https://www.koganpage.com/marketing-communications/data-storytelling-in-marketing-9781398615038#contentgroupsection-toc

- Rodgers S., and Thorson, E. (2017) Digital Advertising: Theory and Research, 3rd Edition, Routledge. (Available as an E-book).
https://catalogue.londonmet.ac.uk/record=b3213288~S1

-Tag, N. (2012) Ad Critique How to Deconstruct Ads in Order to Build Better Advertising, Sage.
https://sk.sagepub.com/book/mono/ad-critique/toc

Hamilton, J.F., Bodle,R. Korin, E. (2017) Explorations in critical studies of advertising, 1st Edition, Routledge. (Available as an E-book).
https://catalogue.londonmet.ac.uk/record=b2032978~S1

Christians, C.G. et al., (2024) Media ethics: cases and moral reasoning, 12 edition, Routledge. (Available as an E-book).
https://catalogue.londonmet.ac.uk/record=b3189475~S1

Percy, L. and Rosenbaum-Elliott, R. (2021) Strategic Advertising Management, 6th Edition, Oxford University Press.
https://global.oup.com/ukhe/product/strategic-advertising-management-9780198835615?cc=gb&lang=en&

Journals:
Journal of Advertising
Journal of Advertising Research
Journal of Interactive Advertising
International Journal of Advertising: the quarterly review of marketing communications
Journal of Current Issues & Research in Advertising
Journal of Marketing Communications
International Journal of Communication
Journal of Promotion Management
International Journal of Mobile Marketing
Journal of Interactive Marketing
Journal of Marketing Theory and Practice
Journal of Marketing