SM7101 - Advertising (2016/17)
| Module specification | Module approved to run in 2016/17 | ||||||||||||
| Module status | DELETED (This module is no longer running) | ||||||||||||
| Module title | Advertising | ||||||||||||
| Module level | Masters (07) | ||||||||||||
| Credit rating for module | 20 | ||||||||||||
| School | Faculty of Social Sciences and Humanities | ||||||||||||
| Total study hours | 200 | ||||||||||||
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| Assessment components |
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| Running in 2016/17(Please note that module timeslots are subject to change) | No instances running in the year |
Module summary
This module seeks to develop an understanding of what advertising is; what it does; how it does it and its consequences. It also seeks to delineate the advertising landscape: key practices, social communication, social media use, and consumer culture. The module situates advertising within the social context of its operation, considering what has been written about the social, psychological and symbolic aspects of advertising as a form of communication, as well as advertising as an industry with its own, specific set of industrial practices. It is not a vocationally-oriented module – it does not carry the accreditation which will qualify students to work practitioners within the advertising industry, nor does it seek to do this. Rather, the module is intended to introduce key issues and debates about the nature and role of advertising within the broader frame of understanding media and communications, and with special regard to theoretical work undertaken in those fields.
Prior learning requirements
None
Module aims
• To consider the status of advertising as both a cultural and industrial form.
• To examine the institutional and creative practices characteristic of the advertising world.
• To provide a historical framework for understanding the development of advertising and to apply theoretical debates to contemporary issues concerning the advertising industry.
• To facilitate students’ knowledge of the design and production aspects of advertising.
• To consider branded identities.
• To explore the advertising landscape and consumer culture.
Syllabus
• Introduction: contemporary advertising – how and why?
• The historical development of advertising.
• Advertising and the media.
• Advertising and social media in the digital age
• Advertising workshop – preparation for campaign presentations and essay writing.
• Advertising agencies
• Brands and audiences
• Advertising and social communication
• Globalization and advertising across cultures
• Analysing advertising.
• Campaign presentations.
Learning and teaching
The module will take full advantage of the new Blackboard VLE. Links to academic sources and samples of advertising will be made available, a discussion forum will be offered and students will be encouraged to create a reflective diary.
Learning outcomes
Students will
• Identify the key social, economic, cultural and political factors that impact on the development of advertising.
• Critically discuss in their written work the cultural and industrial roles of advertising.
• Apply appropriate theoretical models to work from a set brief to produce an advertising campaign.
Assessment strategy
1) One essay of 2000 words. This essay will address critically particular theoretical issues and debates related to the advertising industry. A list of potential essay titles will be handed out by the lecturer half way through the module. The deadline for the submission of the assignment will be Week 14 of the semester.
This assignment counts for 50% of the total marks for this module.
2) A group project that uses theories of advertising to produce a campaign strategy to meet a set advertising brief. The group will present their work for assessment in the final seminar of the module during Week 11 of the semester. Each presentation will last 30 minutes and students will be assessed as a group.
This assignment counts for 50% of the total marks for this module.
Bibliography
Hardy, J. et al. 2009. The Advertising Handbook, London: Routledge.
Hackley, C. 2010. Advertising and Promotion, 2nd edn., London: Sage.
MacRury, I. 2008. Advertising, London: Routledge.
MacRury, I. (ed.) 2012. Advertising, 4 vols. London: Routledge.
Poulsen, W. L. (ed.) 2011. Advertising: Developments and Issues in the Digital Age, New York: Nova.
Rodgers, S. and Thorson, E. (eds.) 2012. Advertising Theory, London: Routledge.
Sinclair, J. 2012. Advertising, the Media and Globalisation, London: Routledge.
Admap.
International Journal of Advertising.
Journal of the Market Research Society.
Creative Review.
Brand Republic.
The Advertising Association – www.adassoc.org.uk
The Advertising Standards Authority – www.asa.org.uk
The Office of Communications- www.ofcom.org.uk
The History of Advertising Trust – www.hatads.org.uk
Institute of Practitioners in Advertising- www.ipa.co.uk