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  3. Master in Communication Sciences
  4. Área de Especialização de Comunicação Estratégica
  5. Advertising Planning and Strategies

Advertising Planning and Strategies

Objectives

a) Learning the fundamentals of analysis and production of advertising campaigns;

b) Learning the basic theoretical tools necessary for understanding and critically analyzing advertising strategies, namely the relevant fundamentals of consumer behavior, marketing, cognitive linguistics, rhetoric, and theory of emotions and humor;

c) Developing analytical, critical, and creative skills, detecting and resolving problems of advertising communication;

d) Developing the skills necessary for designing an advertising strategy in different cultural and social contexts.

General characterization

Code

02107756

Credits

10.0

Responsible teacher

António Alexandre de Oliveira Duarte

Hours

Weekly - 3

Total - 280

Teaching language

Portuguese

Prerequisites

Available soon

Bibliography

  • Ben-Ze'ev, A. (2000). The subtlety of emotions. Cambridge, MA: MIT Press;
  • Kjeldsen, J. (2012). Pictorial argumentation in advertising: Visual tropes and figures as a way of creating visual argumentation. In F. van Eemeren & B. Garssen (Eds.), Topical themes in argumentation theory (pp. 239–255). Dordrecht, Netherlands: Springer;
  • Kress, G., & Van Leeuwen, T. (2006). Reading images. The grammar of visual design. London, UK, and New York, NY: Routledge;
  • Macagno, F., & Pinto, R. (2021). Reconstructing Multimodal Arguments in Advertisements: Combining Pragmatics and Argumentation Theory. Argumentation, 35(1), 141–176. https://doi.org/10.1007/s10503-020-09525-z;
  • Raskin, V. (1985). Semantic mechanisms of humor. Dordrecht, Netherlands: Reidel;
  • Rocci, A., Mazzali-Lurati, S., & Pollaroli, C. (2013). Is this the Italy we like? Multimodal argumentation in a Fiat Panda TV commercial. In B. Pennock-Speck & M. del Saz-Rubio (Eds.), The multimodal analysis of television commercials (pp. 157–187). València, Spain: Publicacions de la Universitat de València;
  • Walton, D. (2007). Media argumentation: Dialectic, persuasion and rhetoric. New York, NY: Cambridge University Press;
  • Wilson, D., & Sperber, D. (2004). Relevance theory. In L. Horn & G. Ward (Eds.), Handbook of pragmatics (pp. 607–632). Oxford, UK: Blackwell.

Teaching method

  1. Introduction to theoretical concepts;
  2. Analysis of cases and examples – whole class and small group works;
  3. Groupwork on types of ads and presentations.

Evaluation method

Avaliação Contínua - Analysis of a campaign(30%), Presentations(10%), Test (60%)

Subject matter

1. Rhetorical foundations of advertising

1.1 Advertising in the rhetorical system;

1.2 Argumentative strategies and decision making.

2. Advertising in the scientific area of ​​communication sciences

2.1 Advertising research in Portugal.

3. The image of / in advertising

3.1 Interpretation of the image; levels and models of interpretation;

3.2 Fundamentals of cognitive linguistics: relationship between effort and cognitive effect; cognitive dissonance.

4. Fundamentals of theory of emotions: Heuristic mechanisms of decision making; Emotional mechanisms; Types of emotions; Emotional ambiguity; Emotive words

5. Strategies and positioning

5.1 Humor as a strategy.

6. Strategic planning in advertising