Module Identifier |
MC31120 |
Module Title |
ADVERTISING: INDUSTRY AND ANALYSIS |
Academic Year |
2006/2007 |
Co-ordinator |
Dr Daniel G J Chandler |
Semester |
Semester 1 |
Pre-Requisite |
|
Course delivery |
Lecture | 1 X 2 HOUR LECTURE WORKSHOPS PER WEEK |
Assessment |
Assessment Type | Assessment Length/Details | Proportion |
Semester Assessment | 2500 word essay | 50% |
Semester Assessment | 2500 word essay
| 50% |
Supplementary Assessment | Resit Information All failed or missing elements to be retaken or made good | |
|
Further details |
http://www.aber.ac.uk/media/Modules/MC31120 |
Learning outcomes
On successful completion of this module students should be able to:
Students should be able to analyse and interpret the shape and form of advertising texts within the context of different media.
Students should be able to outline the main stages in the development of an advertising campaign
Students should be able to critically evaluate the socio-psychological factors that often underpin advertising campaigns.
Students should be able to deconstruct and analyse advertisement texts using a range of tools
Students should be able to demonstrate general study skills.
Aims
To investigate the shape and form of advertising texts across a range of converging media, including television, the Internet and print.
To introduce the main processes involved in the development of advertising campaigns from initial client requirements to screening/printing of a finishing advertisement.
To examine some of the theoretical underpinnings of advertising, with particular emphasis on socio-psychological factors.
To identify formulae and frameworks through applying analytical tools to advertisement texts.
To develop general study skills in the process of achieving aims (1) to (4).
Brief description
This module is designed to offer students a critical insight into the advertising industry across of 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. Lectures will cover the following topics:
Introduction: The rise of modern advertising
The basic psychology of advertising
Creative processes: The dynamics of agency and client
Theory 1: Images in ads
Theory 2: Rhetorical appeals
Product Targeting 1: Gender
Product Targeting 2: Age
Reception: The dynamics of text and audience
Lifestyle for sale: The case of cars
Aspirational worlds: Sex and glamour
Seminars are designed to clarify or further illustrate points raised in the lectures and will follow the above framework. Particular emphasis will be placed on theoretical application within seminar sessions, where students will be encouraged to work with and deconstruct specific advertisement texts in the light of theories introduced in the lectures.
Reading Lists
Books
** Essential Reading
Brierley, Sean (2002) The Adverstising Handbook (2nd ed.)
London: Routledge
Messaris, Paul (1997) Visual Persuasion - The Role of Images in Advertising
Thousand Oaks, London & New Delhi: Sage Publications
Myers, Greg (1994) Ad worlds: Brands, media, audiences
London: Arnold
Wernick, Andrew (1991) Promotional Culture - Advertising, ideology and symbolic expression
London: Sage
** Recommended Background
Clark, Eric (1988) The Wantmakers
London: Hodder & Stoughton
Cook, Guy (1992) The Discourse of Advertising
London: Routledge
Dickason, Renee (2000) British Television Advertising
Luton: Luton University Press
Dyer, Gillian (1982) Advertising as Communication
New York: Methuen
Fowles, Jib (1996) Advertising as Popular Culture
London, Thousand Oaks & New Delhi: Sage Publications
Goffman, Erving (1979) Gender Advertisements
London: Macmillan
Goldman, Robert (1992) Reading Ads Socially
London: Routledge
Gunter, Barrie & Adrian Furnham (1992) Consumer Profiles - An introduction to psychographics
London: Routledge
Heckin, Sidney, & David W. Stewart (1988) Nonverbal Communication in Advertising
Lexington, Toronto: DC Heath & Co.
Jhally, Sut (1987) The codes of advertising
New York: St Martin's Press
Kress, Gunter & Theo van Leeuwen (1996) Reading images: The grammar of visual design
London: Routledge
Leiss, William, Stephen Kline & Sut Jhally (1990) Social Communication in Advertising (2nd ed.)
London: Routledge
Manca, Luigi & Alessandra Mance (Eds) (1994) Gender and Utopia in Advertising
Thousand Oaks, London & New Delhi: Sage Publications
Myers, Greg (1994) Words in Ads
London: Arnold
Stern, Barbara B. (Ed) (1998) Representing Consumers - Voices, views and visions
London: Routledge
Vestergaard, Torben & Kim Schroder (1985) The Language of Advetising
Oxford: Basil Blackwell
Williamson, Judith (1978) Decoding Advertisements - Ideology and Meaning in Advertising
London, New York: Marion Boyars
Notes
This module is at CQFW Level 6