Course Resources Archive

Advertising has always generated controversy. It has been accused of brainwashing and manipulating consumers to the "evil ends" of marketing. So is advertising an all powerful influencing agent on what and how we consume?

 We will be exploring this question and the controversies that arise. We will also be considering how advertising relates to other marketing communication tools and how it is used to "sell" brands to consumers. A strategic orientation is adopted throughout the module — specifically how advertising is managed and how it contributes to marketing strategy.

As part of the module the students will have the opportunity to apply the theory in practice by simulating work in an advertising agency: they will create and present an advertising campaign to a representative of a real life organization which will act as a client.

A wide range of issues are explored within this module, including: Persuasion and influence, Advertising and society, Cultural and social issues in advertising, Advertising and ethics, Visual persuasion,  Advertising Audiences, Advertising research, International advertising, Advertising strategy, Advertising campaign planning, Budgeting and evaluation, Brands and advertising, Using advertising as part of an integrated communications mix, Creative advertising

A student passing this module should be able to:

1. Comprehend and analyse the persuasive potential of advertising and the controversies and moral responsibilities that potentially arise: assessed primarily through assessment 001.
2. Demonstrate conceptual thinking by critically assessing the theories, frameworks and models that inform understanding of how advertising "works": assessment 001 covers wider theoretical issues related to advertising and 002/003 covers strategically focused frameworks.
3. Apply advertising techniques in planning and evaluating an advertising campaign: through assessments 002 and 003
4. Demonstrate media literacy by learning to assess and analyse commercial messages and images critically: assessed through critically reading existing advertising campaigns for assessment 001 and through creating a new campaign for assessments 002/003.

5.       Demonstrate presentation skills: the assessment 002 will evaluate capabilities to deliver a persuasive pitch of students’ ideas to a real life client.

Demonstrate the ability to work effectively with others in a professional manner: through the contribution made to the group project. (elements 002 and 003)

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.