Advertising Communication

Code:

CC072

Acronym:

CP

Keywords
Classification	Keyword
OFICIAL	Communication Sciences

Instance: 2022/2023 - 1S

Active?	Yes
Responsible unit:	Department of Communication and Information Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	48	Study plan	3	-	3	21,5	81

Teaching language

Suitable for English-speaking students

Objectives

O1:Acquisition of theoretical knowledge for understanding the impact of advertising on society;

O2: Development of practical skills that allow its applicability in specific contexts;

O3: Acquisition of knowledge and skills in copy writing;

O4: Awareness of the weight of image in promotion;

O5: Application of the acquired knowledge in advertising campaigns.

Learning outcomes and competences

(CP1->O1; CP2->O2; CP3->O3; CP4->O4; CP5->O5)

Working method

Presencial

Program

CP1: Advertising, models and their effects. Understanding the advertising process.

CP2: Creativity, techniques and operationalization.

CP3: Copy Writing in advertising.

CP4: Visual Principles

CP5: Development of advertising campaigns

Mandatory literature

Tom Altstiel; Advertising creative. ISBN: 978-1-4129-7491-2
George E. Belch; Advertising and promotion. ISBN: 0-07-110589-1
Cluley, R; Essentials of Advertising, London, Kogan Page, 2017
Guy Cook; The^discourse of advertising. ISBN: 0-415-23455-7
Fletcher, Winston; Advertising: A Very Short Introduction, Oxford University Press, 2018
Lendrevie, J. ; Publicitor: comunicação 360º online/offline, D. Quixote, 2016
Alexandra Guedes Pinto; Publicidade. ISBN: 972-040117-6
Rodgers, S. & Thorson, E. (eds) ; Advertising Theory, London: Taylor & Francis. , 2019
Schwab, Victor O. (; How to Write a Good Advertisement, Wilshire Book Company, 2020
Simões, E; Taboo in Advertising, Amsterdam and Philadelphia: John Benjamins. , 2008

Comments from the literature

The bibliography refer, in most cases, to works existing in the FLUP Library. The records are imported from the information system.
The acquisition of the most recent editions of works cited and of works not yet available in the Library's collection is in progress.
Additional bibliographic references will be given during classes.
Other support materials are available on the Sigarra platform.

Teaching methods and learning activities

Expositive method with case studies. Evaluation by test or final exam (100%).

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Teste	100,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Frequência das aulas	21,50
Trabalho de investigação	14,50
Estudo autónomo	45,00
Total:	81,00

Eligibility for exams

Compulsory attendance of 75% of the classes, unless established otherwise by law.

Calculation formula of final grade

Test or final exam (100%)

Examinations or Special Assignments

According to FLUP's evaluation regulation.

Internship work/project

Not applicable

Special assessment (TE, DA, ...)

According to FLUP's evaluation regulation.

Classification improvement

According to FLUP's evaluation regulations. The final exam can be subject to grade improvement.