Advertising

Code	14682
Year	2
Semester	S2
ECTS Credits	6
Workload	OT(15H)/TP(45H)
Scientific area	Communication Sciences
Entry requirements	not applicable.
Mode of delivery	Face to face
Work placements	The signature enables students to perform internships in advertising and communication agencies.
Learning outcomes	OBJECTIVES Understand the evolution of advertising and audience engagement across different media and strategies. Explore the global impact of branding, consumer behavior, and the cultural significance of logos. Analyze disruptive strategies and innovations in advertising that shape the global market and consumer culture. Examine the intersection of semiotics, cinema, and status in shaping cultural identity and communication.
Syllabus	SYLLABUS The Era of Superlatives (Elias) The Four Levels of Audience Involvement in Advertising (Greewald, Leavitt) The Logos of the Global Economy (Lury) Breakthrough Advertising (Schwartz) Always On (Vollmer) Advertising and Promotion: Communicating Brands (Hackley) Disruption and Order in Advertising as Strategy (Dru) Advertising and the Mind of the Consumer (Sutherland) Cinema and Semiotics (Ehrat) Status and Culture (Marx)
Main Bibliography	REFERENCES Dru, J.-M. (2007). How disruption brought order: The story of a winning strategy in the world of advertising. Palgrave Macmillan. Ehrat, J. (2005). Cinema and semiotic: Peirce and film aesthetics, narration, and representation. University of Toronto Press. Hackley, C. (2005). Advertising and promotion: Communicating brands. Sage Publications. Lury, C. (2004). Brands - the logos of the global economy. London, UK, New York, NY, US: Routledge, International Library of Sociology. Marx, W. D. (2022). Status and culture: How our desire for social rank creates taste, identity, art, fashion, and constant change. Viking. Schwartz, E. M. (1966). Breakthrough advertising. New York: Boardroom Classics. Sutherland, M., & Sylvester, A. K. (2008). Advertising and the mind of the consumer: What works, what doesn’t, and why(3rd ed.). Allen & Unwin. Vollmer, C., & Precourt, G. (2008). Always on: Advertising, marketing, and media in an era of consumer control. McGraw-Hill.
Teaching Methodologies and Assessment Criteria	TEACHING METHODOLOGIES AND EVALUATION CRITERIA Considering the theoretical specifics of the curricular unit: • 1 written test and 1 group work in 10 pages to be presented are taking place (50% + 50%). APRIL 4 AND 6 JUNE • The students may only skip 20% of classes. • All students can take the exam. The highest grade always counts.
Language	Portuguese. Tutorial support is available in English.