Media and film studies

Advertising (E)

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

This module engages with the historical development of advertising and opens up a critical understanding of its contemporary place within the media (and its economies), culture and society.

In the 21st century advertising has been transformed by the rise of branding, the maturing of the internet and the emergence of new media forms like social media. Traditional advertising forms and the funding model for media which advertising has provided are now under threat.

This module will introduce you to current thinking about advertising and demonstrate various approaches to the analysis of its many forms.

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.
  • Devise, plan and execute a small research-based project on an issue related to advertising and social change.
  • Demonstrate skills of presentation, synthesis of ideas, analysis and argumentation in oral and written communication.