Module catalogue

MC5076 - Contemporary Theory of Advertising (2024/25)

Module specification

Module approved to run in 2024/25

Module title

Contemporary Theory of Advertising

Module level

Intermediate (05)

Credit rating for module

School

Guildhall School of Business and Law

Total study hours

150

9 hours	Assessment Preparation / Delivery
105 hours	Guided independent study
36 hours	Scheduled learning & teaching activities

Assessment components

Type	Weighting	Qualifying mark	Description
Coursework	100%		Individual Essay (2,000 words).

Running in 2024/25

(Please note that module timeslots are subject to change)

Period	Campus	Day	Time	Module Leader
Autumn semester	North	Thursday	Afternoon

Module summary

This module is designed to introduce students to contemporary applied theories of advertising relevant to brand advertising and explores traditional and online advertising practice. The module addresses the academician–practitioner gap in understanding how advertising work by uncovering agency practitioners’ core theories. The module also examines advances in digital advertising and neuromarketing research useful for understanding how consumers process advertising messages. The module also explores cross-cultural advertising practices underpinned by current scholarly research in advertising.

The module aims to:

• Develop an understanding and a critical awareness of contemporary theories of advertising
• Develop analytical abilities of students and apply these to their knowledge and skills in understanding applied traditional and contemporary advertising theories
• Create new insights into the advertising discipline and new contributions to professional practice.

The module also aims to assist students in the acquisition of the following skills:
- Researching and analysing
- Academic writing and reading
- Critical thinking and application of knowledge

Syllabus

Key subject areas addressed

•The origins of modern branding and how advertising developed

•The role of advertising in building strong brands and brand equity

• History as a source of critique- Historical perspective and critical reflections of past advertising theories and models.

• Advances in advertising theory - how advertising works & how consumer process information?

• The academician–practitioner gap in understanding how advertising works.

• Ad agency professionals’ mental models of advertising creativity.

• Application of advertising theories in the digital age.

• The role of neuromarketing and psychophysiological measures in understanding how consumers process advertising messages.

• Culture-driven values, brands and advertising theory.

• Ethical codes of Advertising practice

Learning Outcomes LO1 - O2

Balance of independent study and scheduled teaching activity

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 advertising topic of the week. The 2-hour interactive learning sessions will set the theoretical principles to be explored.

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.

Learning outcomes

On successful completion of this module, students will be able to:

1.Demonstrate a critical understanding of contemporary theory of advertising in brand communications.

2. Select, apply and critique contemporary issues and theoretical perspectives in advertising from a national and/or global context.

Bibliography

Core Texts
- Rodgers S., and Thorson, E. (2017) Digital Advertising: Theory and Research, 3rd Edition, Routledge.
- Rodgers S., and Thorson, E. (2012) Advertising Theory, Routledge.
- De Mooj, M, (2018) Global Marketing and Advertising: Understanding Global Paradoxes. 5th Edition, SAGE.

Additional reading:
- Bullo, S. (2014) Evaluation in Advertising Reception A Socio-Cognitive and Linguistic Perspective Palgrave Macmillan.
- Crawford R. Brennan L. Parker L. (2017) Global Advertising Practice in a Borderless World, Routledge.
- De Pelsmacker, P., Geuens, M. & Van den Bergh, J., (2017) Marketing Communications, 6th Edition, Pearson. (Available as an e-Book)
- Fennis B. and Stroebe, W. (2015) The Psychology of Advertising, 2nd Edition, Routledge.
- Fill C., Hughes G. And De Francesco, S. (2013) Advertising: Strategy, Creativity and Media, Pearson.
- Hamilton J., Bodle R., and Korin E. (2017) Explorations in Critical Studies in Advertising, Routledge.
- Kapferer, J-N. (2012) The New Strategic Brand Management, Advanced Insights and Strategic Thinking. 5thth edition, London: Kogan Page.
- Keller, K. (2013) Strategic Brand Management: Building, Measuring and Managing Brand Equity. 4th (global) edition, London, Pearson International.
- Mueller, B. (2017) Dynamics of International Advertising: Theoretical and Practical Perspectives, 3rd Edition New York: Peter Lang publishing.
- Percy, L. and Rosenbaum-Elliott, R. (2016) Strategic advertising management, 5th Edition, Oxford University Press.
-Tag, N. (2012) Ad Critique How to Deconstruct Ads in Order to Build Better Advertising, Sage.
- Yeshin, T. (2011) Advertising, South-Western, CENGAGE Learning.