Media and film studies

Advertising (E)

Module code: P3083
Level 5
15 credits in spring semester
Teaching method: Seminar, Lecture
Assessment modes: Coursework

On this module, you'll critically explore advertising as a cultural practice and economic tool, focusing on its historical, theoretical and social dimensions. You'll examine:

• the definition, purpose, and evolution of advertising
• its relationship with media and contributions to culture and society
• the role of advertising in social change and its implications for societies
• the shift towards branding strategies and promotional culture
• the impact of online technologies on advertising practices
• recent issues such as brand activism, brand safety, and data-driven targeting in commercial and political contexts

You'll also develop skills in textual analysis and apply concepts to reflect critically on advertising and its broader societal impacts.

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.