Module Identifier MC31120  
Academic Year 2003/2004  
Co-ordinator Dr Merris Griffiths  
Semester Semester 1  
Course delivery Lecture   10 x 1 hour  
  Seminars / Tutorials   10 x 1 hour  
Assessment TypeAssessment Length/DetailsProportion
Semester Assessment 2500 word essay  50%
Semester Assessment 2500 word essay For information on due dates for submission of assessed work, please refer to the departmental web pages at 50%

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.


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

** 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
Leiss, William, Stephen Kline & Sut Jhally (1990) Social Communication in Advertising (2nd ed.) London: Routledge
Kress, Gunter & Theo van Leeuwen (1996) Reading images: The grammar of visual design 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


This module is at CQFW Level 6