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Presentation
Presentation
The course comes under the general heading of Communication, in the area of Advertising and Marketing
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULP1652-1168
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
The concept of advertising The social, political and economic framework of advertising. Advertising and the Communication Sciences Advertising as oratory, rhetoric, persuasion and involvement in a mediatized society. Advertising as a mirror of society: Advertising's play with social values. Social change and transformation in advertising discourse. The process of creating and producing an advertising message. The briefing. Copy strategy. The advertising message: verbal and visual. Characteristics of advertising language. Characteristics of the advertising image: the image of the image and the image of the text. Advertising agents - the advertising agency: Structure and functions of an advertising agency. Advertising production companies and services Media buying centers: Communication campaigns: Planning, execution and evaluation.
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Objectives
Objectives
At the end of the course, students should be able to: Understand the historical evolution of advertising; Distinguish the theoretical notions of the affirmation of the advertising field in the context of the Communication Sciences; Identify the notions of persuasion, seduction and creativity as motivating signs of the advertising field; Master and use the techniques and tools for creating an advertising message; Recognize and know how to design an advertising campaign from a briefing, according to the other stages, identifying the appropriate means of dissemination.
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Teaching methodologies and assessment
Teaching methodologies and assessment
In this curricular unit the following teaching and learning methodologies will be used: Slide show in electronic support; Group discussion moderated by the teacher, in which the participation, interaction and group dynamics will be developed. Case study
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References
References
BAYNAST, Arnaud; BROCHLAND, Bernard, DIONÍSIO, Pedro; RODRIGUES, Vicente. Publicitor 360º. Lisboa: D.Quixote, 2010 FERREIRA, Ivone - Publicidade: Teorias, Métodos e Práticas (Org.). Media e Jornalismo, Nº.34 V.19 Nº.1. Lisboa: 2019. GUERREIRO, A.. Breve História dos Meios de comunicação, EdiLab: Covilhã, 2013 LOBO, González, PINO, Prieto del, Manual de Publicidad, Barcelona: ESIC, 2015 MATEUS, Samuel. Publicidade e Consumação nas Sociedades Contemporâneas. LabCom Books: Covilhã, 2010. MANCHOCO Rosa, A., Semiótica, Consumo e Publicidade, MediaXXI/Formalpress: Porto, 2014 PEIXOTO, Fernando Publicidade, Sedução e Assertividade: A Comunicação de Marca, Hoje. 8º. Sopcom. p.856 RODGERS, Shelly - Advertising Theory . First Edition. London: Routladge, 2012. VERÍSSIMO, Jorge. A Publicidade e os Cânones Retóricos: da estratégia à criatividade. LabCom: Covilhã, 2021 YAKOB, Faris. Paid Attention: Innovative Advertising for a Digital World. Kogan Page: Londres, 201
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Office Hours
Office Hours
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Mobility
Mobility
Yes
