Theory and Techniques in Advertising and Image
A.Y. 2024/2025
Learning objectives
The aim of the course is to provide students with a set of theories and concepts useful for understanding the dynamics of advertising communication in contemporary societies and observing them with a critical perspective. Particular attention will be given to the impact of digitalization on advertising communication, specifically through the exploration of certain phenomena, such as the rise of digital platforms, which are profoundly transforming the dynamics of advertising and consumer culture. To this end, students will be introduced to key topics related to marketing, advertising, and consumer culture theory, including: advertising semiotics, branding, digital advertising, advertising metrics, word-of-mouth, virality, influencer marketing, meme marketing, brand communities, brand publics, and digital platforms.
Expected learning outcomes
By the end of the course, the student will be able to:
· Understand the central role played by advertising in cultural production within contemporary societies
· Understand and critically evaluate the relationship between communication technologies and the logic of advertising production
· Identify the main challenges, opportunities, and issues posed by digital media in the contemporary landscape of advertising and image promotion
· Independently apply the theoretical concepts learned in class to the analysis of concrete case studies and the development of a digital advertising campaign
· Understand the central role played by advertising in cultural production within contemporary societies
· Understand and critically evaluate the relationship between communication technologies and the logic of advertising production
· Identify the main challenges, opportunities, and issues posed by digital media in the contemporary landscape of advertising and image promotion
· Independently apply the theoretical concepts learned in class to the analysis of concrete case studies and the development of a digital advertising campaign
Lesson period: Second semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Course syllabus
The primary objective of the course is to provide students with a set of theories and concepts that are useful for understanding the dynamics of advertising communication in contemporary societies and analysing them critically. Particular attention will be given to the consequences of digitalization processes on advertising communication, specifically through an in-depth examination of certain phenomena, such as the rise of digital platforms, which are profoundly transforming the dynamics of advertising and consumer culture.
Starting with a historical overview of advertising and a focus on semiotics, the course will then illustrate the major changes introduced in advertising communication by digitalization and digital platforms. It will focus on typical phenomena in digital environments, such as word-of-mouth, virality and the role of influencers, brand communities, brand publics, and meme marketing (a detailed list of topics can be found in the Course Calendar and Topics section of this document).
The course also includes contributions from various academic and industry experts with significant experience in areas related to the course topics. The participation of these experts aims to provide students with the opportunity to see how the theories and concepts discussed are applied in the 'real world.'
Starting with a historical overview of advertising and a focus on semiotics, the course will then illustrate the major changes introduced in advertising communication by digitalization and digital platforms. It will focus on typical phenomena in digital environments, such as word-of-mouth, virality and the role of influencers, brand communities, brand publics, and meme marketing (a detailed list of topics can be found in the Course Calendar and Topics section of this document).
The course also includes contributions from various academic and industry experts with significant experience in areas related to the course topics. The participation of these experts aims to provide students with the opportunity to see how the theories and concepts discussed are applied in the 'real world.'
Prerequisites for admission
No specific prerequisites are required. However, it should be noted that the theoretical and conceptual foundations of the course are rooted in sociology rather than marketing or economic sciences.
Teaching methods
The course includes a mix of lectures, examples, practical exercises, and group discussions. It also features contributions from external experts from the corporate and academic world.
Teaching Resources
The program is valid starting from the exam session on May 26, 2025, and replaces the one used in the previous academic year.
Attending Students:
Lecture slides + any additional support materials indicated by the professor during class and uploaded on Ariel.
Non-Attending Students:
· Panarese, P., & De Luca, C. (2024). La pubblicità nell'era digitale. Modelli, tecniche e scenari. Roma: Carocci Editore.
· Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
· Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
· Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569.
· Razzaq, A., Shao, W., & Quach, S. (2023). Towards an understanding of meme marketing: conceptualisation and empirical evidence. Journal of Marketing Management, 39(7-8), 670-701.
Attending Students:
Lecture slides + any additional support materials indicated by the professor during class and uploaded on Ariel.
Non-Attending Students:
· Panarese, P., & De Luca, C. (2024). La pubblicità nell'era digitale. Modelli, tecniche e scenari. Roma: Carocci Editore.
· Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
· Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
· Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569.
· Razzaq, A., Shao, W., & Quach, S. (2023). Towards an understanding of meme marketing: conceptualisation and empirical evidence. Journal of Marketing Management, 39(7-8), 670-701.
Assessment methods and Criteria
For attending students, the final evaluation will consist of:
· group work: creation of a viral video promoting a brand, product, event, or service. Further details will be provided during the first class of the course.
· multiple-choice test: covering topics discussed in class (lecture slides and notes).
Both the group project and the multiple-choice test will be graded on a 30-point scale. The final grade will be calculated as the mathematical average of the grades obtained in the group project and the test.
For non-attending students, the final evaluation will be based on:
· oral examination: questions on the texts listed in the bibliography for non-attending students.
· group work: creation of a viral video promoting a brand, product, event, or service. Further details will be provided during the first class of the course.
· multiple-choice test: covering topics discussed in class (lecture slides and notes).
Both the group project and the multiple-choice test will be graded on a 30-point scale. The final grade will be calculated as the mathematical average of the grades obtained in the group project and the test.
For non-attending students, the final evaluation will be based on:
· oral examination: questions on the texts listed in the bibliography for non-attending students.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 6
Lessons: 40 hours
Professor:
Caliandro Alessandro
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