Universitat Internacional de Catalunya
History and Theory of Public Relations and Advertising
Teaching staff
Introduction
Advertising is not experiencing a time of change, but a change of time, like Jose Angel Abancens explains. New technologies, social networks or the extension of Internet, among other changes, are leading to a new cycle of communication in humanity. Individualization and interactivity are two premises that advertising will be found and they will be able to manage. In the course a tour of the evolution of the advertising is done from the first advertising demonstrations until the new current trends in order to reflect on the development of this phenomenon and learn its basic principles
Moreover, Public Relations function has experienced tremendous growth in recent years in both the public sector and the private sector. At present it is estimated that there are about three milion people in the world who dedicate themselves to the field of public relations but, what exactly is public relations profession? This is a question that does not always respond well because there is a wide variety of terms to refer to this field of activity. Notions such as propaganda, publicity, public affairs, corporate advertising, organizational communication and corporate communications, among others, have tried to explain the object and purpose of public relations. What is clear is that this is a booming profession but with a very different level of development between countries.
Pre-course requirements
There are no prerequisites
Objectives
First, because the ignorance of the Advertising and Public Relations, it is expected to train students on the historical development and evolution of this profession. Therefore a comprehensive overview of the emergence and development of Advertising and Public Relations ago.
Second, due to the conceptual vagueness of this field and the variety of terminology proposals exist, this course aims to define the concepts of Public Relations and Advertising.
Third, you try to define the theoretical foundations on which these two disciplines are sustained so that students understand the major issues of the theory of Public Relations and Advertising.
Competences/Learning outcomes of the degree programme
- 13 - Reading skills
- 14 - Ability to analyse
- 15 - The ability to synthesise
- 19 - The ability to memorise
- 20 - The ability of concretion
- 21 - The ability of abstraction
- 27 - The ability to contextualise historical events of the world and of contemporary Spain
Learning outcomes of the subject
Knowing the historical evolution of the Advertising and Public Relations.
Understand the theoretical and practical development of the advertising phenomenon and public relations.
Reflecting on the successful completion of advertising and public relations as criteria of good craftsmanship.
Syllabus
I) Introduction and basic concepts of advertising communication
1.1. Marketing, Advertising and Communication
1.2. Advertising typologies
1.3. Advertising Codes of Ethics
1.4. Approach to advertising media
II) History of Advertising
2.1. Prehistory of Advertising: first Manifestation
2.2. Printed advertising (XV - XVIII centuries): first posters, catalogar and periodicals.
2.3. Modern advertising (19th century): first agencias and professionalization
2.4. Fundamentals of moderno advertising
2.5. War advertising and interwar advertising
2.6. Advertising during the second half of the 20th century
2.7. Advertising and the Internet: new communication paradigma
III) Advertising today: evolution and trends in advertising
IV) History of public relations
Introduction
4.1. precedentes
4.2. Beginning
4.3. Consolidation
4.4. Developing
V) The role of communication in Spain
VI) Theory of Public Relations
Introduction
5.1. Lucien Matrat and European school of public relations
5.2. Theory of excellence
5.3. External Organizational Rhetoric
5.4. Critical school and others
In the case of not being able to attend class, it is the student's responsibility to recover the contents explained through their classmates
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.5 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 0.5 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 1.2 |
| Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. | 0.8 |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 2.5 |
Evaluation systems and criteria
In person
Students who are in 1st call will follow the following evaluation system: Final exam for topics T1 and T2: 50% (the exam will take place at the end of the 2nd topic and the grade obtained will be averaged with the next exam). Final exam for topics T4-T6: 50% (the exam will be held during the exam period, according to the established calendar).
Faculty's rules in relation to spelling mistakes and plagiarism will be strictly observed.
Students who present themselves in the 2nd, 3rd, 4th, 5th and 6th calls will follow the following evaluation system: 100% Final written exam (the exam will take place during the exam period, according to the established calendar and will include the entire syllabus (T1-T6)).
Faculty's rules in relation to spelling mistakes and plagiarism will be strictly observed.
Bibliography and resources
As the course progresses some dossiers will be provided to keep the issues. In general, these articles have been published in scientific reviews.
Readings recommended for part of Advertising:
BARNICOAT, J. (1999): Los carteles. Su historia y su lenguaje, Barcelona, Gustavo Gili.
BASSAT, L. (2013). El libro rojo de la publicidad, Debolsillo: Barcelona.
CHECA GODOY, A. (2007): Historia de la Publicidad, La Coruña, Netbiblo.
COSTA, L. (2015). Pensar és triomfar. UOC: Barcelona.
EGUIZÁBAL, R. (2011). Historia de la Publicidad. Fragua: Madrid.
GONZALEZ MARTIN, J.A. (1996): Teoría General de la Publicidad, Fondo de Cultura Económica, Madrid.
MÉNDIZ, A. (2007): Nuevas formas publicitarias: Patrocinio, Product Placement, Publicidad en Internet, Málaga, 3ª edición, SPICUM.
MÉNDIZ, A. (2013): Teoría de la Publicidad, Valencia, Ed. Pasión por los libros.
MÉNDIZ, A. (2013): Historia de la Publicidad: Fundamentos epistemológicos y perspectivas de análisis, Valencia, Ed. Pasión por los libros.
PIZARROSO, A. (1993): Historia de la Propaganda, Madrid, EUDEMA Universidad.
ROMAN, K. (2010). David Ogilvy. El rey de Madison Avenue. Gestión 2000, Barcelona.
RUSSELL, J.T. y LANE, R. (2005): Kleppner Publicidad, Prentice Hall (Pearson Educación), México D.F., 16ª ed.
SÁNCHEZ GUZMÁN, J.R. (1991): Breve historia de la Publicidad, Madrid, Ciencia 3.
TELLIS, G.J., y REDONDO, I. (2002): Estrategias de publicidad y promoción, Pearson Educación, Madrid.
VV.AA. (2021). Història de la publicitat de Catalunya. Sàpiens, Barcelona.
Readings recommended for part of Public Relations:
GRUNIG, J.E. (ed.), Excellence in Public Relations and Communication Management, Cap. 3, 4 y 5
HEATH, R.L., COOMBS, W.T., Today's Public Relations: an introduction, Ed. Thousand Oaks, Sage, 2006 Cap. 1
MATILLA, K. (2015). Historia de la comunicación corporativa en Cataluña. Ed. UOC, Cap. 4: "Las Agencias de Comunicación Corporativa en Cataluña".
MONTERO, M. (cord.), Historia de la Publicidad y las Relaciones Públicas en España, Comunicación Social, Zamora, 2010.
MORA, J.M., 10 ensayos de comunicación institucional, Ed. Eunsa
SOTELO, C., (2001). Introducción a la comunicación Institucional, Cap. 4: "Relaciones Públicas".
NOTE: Books marked in blue are recommended for part of the history of public relations.