Advertising Theories (261161)

Learning Outcomes

Advertising is an important variable in the definition of the overall strategy of any organization, being so a conditioning factor of competitiveness and business success. The Unit of Advertising Theories covers in a objective and sustained way a generalist vision on the world of advertising. 
The main goal is to highlight the ideological and technical mediations of the advertising system, and that the students understand them. Students should be able to comment on any advertising artifact, as well as produce them according to the communication objectives.

Study Program

1)    Media and Advertising 
    a)    Brief Historical Analysis
2)    Advertising as a Concept: Some Reflections;
3)    Theories of Perception and Attention;
4)    Theories of Persuasion;
5)    Description of the Advertising System;
    a)    The Advertiser;
    b)    The Agency;
    c)     Advertising Campaigns;
    d)     Resources and Media;
6)    Types of Advertising



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