Advertising (E) (P3083)
Advertising (E)
Module P3083
Module details for 2024/25.
15 credits
FHEQ Level 5
Module Outline
This module focuses on advertising, approaching this field of study historically, theoretically and critically. What is ‘advertising’? What does it 'do'? How has it changed? What is its relation to media? How does it contribute to culture? What do we 'do' with advertising? What does it tell us about societies? How does it contribute (or not) to social change? The module introduces you to thinking about advertising as cultural practice and economic tool. In the 21st century it operatesin the context of wider branding strategies, a more intensive 'promotional culture' (Wernick 1991) and the rise of online technologies which have ‘disrupted’ the field of advertising. You will learn about advertising and ads at different moments of history and in different places,developing skills of textual analysis and confidence in using concepts to help you reflect critically. Recent developments the module focuses on include ‘brand activism’; industry concerns about ‘brand safety’ (or ‘media context’); and the problematic, regulatory issues arising from online gathering of data and the narrow targeting of commercial and political advertising.
Module learning outcomes
Demonstrate a critical understanding of advertising's historical development in the context of economic, political, cultural and social change.
Explain and deploy relevant theoretical frameworks and concepts to understand particular facets of advertising.
Develop and demonstrate advertising literacy and the ability to critically analyse advertising texts through key theories.
Demonstrate skills of presentation and synthesis of ideas, as well as analysis and argumentation in written communication.
| Type | Timing | Weighting |
|---|---|---|
| Coursework | 100.00% | |
| Coursework components. Weighted as shown below. | ||
| Essay | A2 Week 2 | 70.00% |
| Portfolio | T2 Week 8 | 30.00% |
Timing
Submission deadlines may vary for different types of assignment/groups of students.
Weighting
Coursework components (if listed) total 100% of the overall coursework weighting value.
| Term | Method | Duration | Week pattern |
|---|---|---|---|
| Spring Semester | Seminar | 1 hour | 11011011111 |
| Spring Semester | Lecture | 1 hour | 11111111110 |
| Spring Semester | Seminar | 2 hours | 00100100000 |
How to read the week pattern
The numbers indicate the weeks of the term and how many events take place each week.
Dr Sally Xiaojin Chen
Assess convenor
/profiles/373496
Dr Eleftheria Lekakis
Convenor, Assess convenor
/profiles/158871
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