Module Information

Module Identifier
FM21920
Module Title
Advertising
Academic Year
2015/2016
Co-ordinator
Semester
Semester 1
External Examiners
  • Dr Helen Wheatley (Associate Professor - University of Warwick)
 
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 10 x 2 Hour Lectures
 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment 10 minute Group Presentation  20%
Semester Assessment Individual Report (2,000 words)  30%
Semester Assessment Essay (2500 words)  50%
Supplementary Assessment Individual Presentation  20%
Supplementary Assessment Individual Written Report (2,000 words)  30%
Supplementary Assessment Essay (2500 words) - to a new title  50%

Learning Outcomes

On successful completion of this module students should be able to:

1. Outline and evaluate the main stages in the development of an advertising campaign

2. Reflect upon the socio-psychological factors that often underpin advertising campaigns, and explain how/why some campaigns might be controversial or problematic

3. Deconstruct and analyse advertisement texts using a range of tools

4. Systematically and analytically present ideas and justify choices

Brief description

This module is designed to offer students a critical insight into the advertising industry across a number of converging media. Using numerous examples of individual advertisements and advertising campaigns, this module will investigate many interrelated considerations, including the historical development of the advertising industry, industry structure, advertising philosophy and psychological approaches, and audience 'positioning'. Advertising texts (televisual, web and print) will be analysed in the context of each of the above points.

Content

This module is designed to offer students a critical insight into the advertising industry across a number of converging media. Using numerous examples of individual advertisements and advertising campaigns, this module will investigate many interrelated considerations, including the historical development of the advertising industry, industry structure, advertising philosophy and psychological approaches, and audience 'positioning'. Advertising texts (televisual, web and print) will be analysed in the context of each of the above points.

Module Skills

Skills Type Skills details
Application of Number Students will be given the opportunity to reflect upon basic statistical data (primarily presented in percentages), through encountering key research studies in the field.
Communication Students' written communication skills will be developed (e.g. appropriate language and style, accuracy, precision and ability to be concise). Opportunities will be given, through interactive lecture-workshop sessions, for students to develop confidence in using their speaking and listening skills when communicating their ideas. Students will develop oral presentation skills by articulating their ideas to the group and putting together a systematic presentation.
Improving own Learning and Performance Students will be able to develop their skills of information location and retrieval. Students will be given opportunities to develop effective note-taking skills. Students will develop their critical thinking skills. Through group and whole class discussion students will be given opportunities to develop an awareness of the opinions of others and reconsider initial ideas if necessary.
Information Technology Students will be given the opportunity to develop their authorial and note-taking skills when planning and preparing for the written assignments, and will be encouraged to develop their note-taking skills in lectures. Students will be given opportunities to develop their skills using electronic search and retrieval of sources both on the web and on the AU LIS. Students will develop their skills when referencing from the web and related sources, and will focus on the selection of materials appropriate to task. E-mail and Blackboard will be the main forms of communication and information-sharing in this module, so students will be encouraged to actively engage in these processes. Students will learn to use Powerpoint and other similar packages to create presentations.
Personal Development and Career planning Students will be given the opportunity to evaluate current knowledge and skills and set targets for self-improvement. Students will be encouraged to take increasing responsibility for managing their own learning. Students will be encouraged to build upon the knowledge gained from lectures through developing skills in self study (supported by the general and specific reading lists and other resources distributed throughout the module). Students will develop self-confidence in public speaking, particularly valuable for those wishing to work in the advertising industry.
Problem solving Students should be able to identify tensions and debates in the field, and will be encouraged to critically reflect. Students should gain experience in applying different approaches and materials to understand data and other patterns in research.
Research skills Students will be able to develop their skills of information location and retrieval. Students will be given opportunities to develop effective note-taking skills. Students will be encouraged to evaluate, interpret and reflect upon a variety of sources, and to make links to accomodate new ideas.
Subject Specific Skills
Team work Most sessions will involve group work where students will be able to collaborate through discussion. Students will work in small groups to create an advertising pitch, culminating in class presentations.

Notes

This module is at CQFW Level 5