Module Specifications..
Current Academic Year 2023 - 2024
Please note that this information is subject to change.
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Repeat examination Resit exam |
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Description This module explores contemporary advertising as it operates across a broad range of different media. Advertisements, the advertising industry and advertising audiences are examined from a variety of theoretical perspectives, with a view to encouraging a critical awareness of the social significance of living and working in an increasingly promotional media culture. | |||||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. explain the historical development of the advertising industry in the context of key social and economic changes, including the birth of psychoanalysis 2. critically analyse a broad range of advertising texts using a variety of methodological approaches, including content, semiotic, discourse, feminist and reception analysis 3. assess the ideological and psychological impact of advertising in western societies with reference to the relevant theoretical material 4. explain the concept of subvertising, identify examples and explain the strategies behind them | |||||||||||||||||||||||||||||||||||||||
All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
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Indicative Content and Learning Activities
The advertising industry: an historical overviewNews brokers to agencies, internationalisationThe birth of promotional cultureFrom products to brands, lifestyle advertisingAdvertising as communicationSemiotic analysisThe psychology of advertisingBernays, Freud, Dichter, JungGender and sexuality in advertisingPostfeminism, Raunch Culture and Lad CultureCultural identity and ethnicity in advertisingRace, ethnicity, otheringPostmodernity, postmodernism and advertisingIrony, pastiche, intertextualityPublic information campaignsDrink-driving, smoking, AIDS, condomsSubvertisingCulture-jamming and Adbusters | |||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||
Programme or List of Programmes | |||||||||||||||||||||||||||||||||||||||
Date of Last Revision | 11-JAN-07 | ||||||||||||||||||||||||||||||||||||||
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