Not avaliable

General characterization





Responsible teacher

António Alexandre de Oliveira Duarte


Weekly - 4

Total - 168

Teaching language



Available soon


Blythe J (2008) Essentials of marketing. Pearson Education, Harlow, UK
Brochand B, Lendrevie J (1985) Le publicitor. Dunod, Paris, France
Kjeldsen J (2012) Pictorial argumentation in advertising: Visual tropes and figures as a way of creating visual argumentation. In: van Eemeren F, Garssen B (eds) Topical themes in argumentation theory. Springer, Dordrecht, Netherlands, pp 239–255
Kress G, Van Leeuwen T (2006) Reading images. The grammar of visual design. Routledge, London, UK, and New York, NY
Rocci A, Mazzali-Lurati S, Pollaroli C (2013) Is this the Italy we like? Multimodal argumentation in a Fiat Panda TV commercial. In: Pennock-Speck B, del Saz-Rubio M (eds) The multimodal analysis of television commercials. Publicacions de la Universitat de València, València, Spain, pp 157–187
Walton D (2007) Media argumentation: Dialectic, persuasion and rhetoric. Cambridge University Press, New York, NY

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

Método de avaliação - 2. Analysis of a campaign (homework)(30%), 3. Presentations(10%), Test (short analysis of an ad; short exercises)(60%)

Subject matter

Elements of communication: Theories of communication; Image interpretation; Levels of interpretation
Elements of cognitive linguistics: Relationship between effort and reward; cognitive dissonance
Elements of rhetoric: Argumentative strategies of decision-making; types of arguments; common ground and culture
Fundamentals of theory of emotions: Mechanisms of fast decision; Mechanisms of emotions; Types of emotions; Emotional ambiguity; Emotive words
Fundamentals of theory of humor: Mechanisms of humor; levels and types of humor; assessment of humor; risks