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Module Title |
Analysing Advertising
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Module Code |
CM212
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School |
School of Communications
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Online Module Resources
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| Module Co-ordinator | Dr Debbie Ging | Office Number | C179 |
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Level |
2
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Credit Rating |
5
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Pre-requisite |
None
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Co-requisite |
None
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Module Aims
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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 among students a critical awareness of the social significance of living and working in an increasingly promotional media culture.
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Learning Outcomes
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Students, who learn elsewhere on this programme to create their own promotional strategies and campaigns, gain an insight into the ideological functioning of advertising. They are taught how to deconstruct advertising texts not from the point of view of product promotion but rather in the context of wider social meanings and practices, by looking at issues of gender, ethnicity, sexuality, national identity, class, globalisation and consumerism.
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Indicative Time Allowances
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Hours
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Lectures |
36
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Tutorials |
0
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Laboratories |
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Seminars |
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Independent Learning Time |
39
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Total |
75
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Placements |
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Assignments |
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NOTE
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Assume that a 5 credit module load represents approximately 75 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module.
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Indicative Syllabus
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The advertising industry: an historical overview
The birth of promotional culture
Advertising as communication
The psychology of advertising
Gender and sexuality in advertising
READING WEEK
Cultural identity and ethnicity in advertising
Postmodernism and advertising
Subvertising
Public information campaigns
Audience research
Revision / guest lecture
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| Assessment | | Continuous Assessment | 100% | Examination Weight | 0% |
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Indicative Reading List
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Dyer, Gillian. Advertising as Communication. Methuen, 1982.
Goddard, Angela. The Language of Advertising: Written Texts. Routledge, 2002.
Klein, Naomi. No Logo. Flamingo, 2001.
Klingemann, Hans-Dieter and Rommele, Andrea (Eds.) Public Information Campaigns and Opinion Research: A Handbook for the Student and Practitioner. London: Thousand Oaks, New Dehli: Sage Publications.
Lury, Celia. Brands: the Logos of the Global Economy. Routledge, 2004.
McDonough, John. The Advertising Age Encyclopaedia of Advertising. Fitzroy Dearborn, 2002.
Mort, Frank. Cultures of Consumption: Masculinities and Social Space in Late Twentieth-Century Britain. Routledge, 1996.
Nava, Mica et al. Buy This Book: Studies in Advertising and Consumption. Routledge, 1996.
OShaughnessy, John and Jackson OShaughnessy, Nicholas. Persuasion in Advertising. Routledge, 2003.
Ramamurthy, Anandi. Imperial Persuaders: Images of Africa and Asia in British Advertising. Manchester University Press, 2003.
Wernick, Andrew. Promotional Culture: Advertising, Ideology, and Symbolic Expression. London; Newbury Park: Sage Publications, 1991.
Williamson, Judith. Decoding Advertisements: Ideology and Meaning in Advertising. London: Boyars: Distributed by Calder and Boyars, 1978.
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Programme or List of Programmes
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| BSSA | Study Abroad (DCU Business School) |
| BSSAO | Study Abroad (DCU Business School) |
| CCS | BA in Contemporary Culture and Society |
| CS | BA in Communication Studies |
| ECSA | Study Abroad (Engineering & Computing) |
| ECSAO | Study Abroad (Engineering & Computing) |
| HMSA | Study Abroad (Humanities & Soc Science) |
| HMSAO | Study Abroad (Humanities & Soc Science) |
| MMA | BSc in Multimedia |
| SHSA | Study Abroad (Science & Health) |
| SHSAO | Study Abroad (Science & Health) |
| Archives: | |
