Universitat Internacional de Catalunya
History and Theory of Advertising
Other languages of instruction: Catalan, English
Teaching staff
Students may access tutorial sessions during the following times:
Mondays from 9:00 a.m. to 10:00 a.m., by appointment.
To request a tutorial session, you must first send a request via email.
Introduction
Advertising is not experiencing a time of change, but a change of time. 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.
Pre-course requirements
No.
Objectives
1. Understand the historical evolution of advertising and identify the key periods, movements, figures, and transformations that shape the advertising industry today.
2. Analyze advertising based on fundamental concepts and theories, applying them to various campaigns and media.
3. Critically examine the relationship between advertising and society, considering how advertising reflects and influences culture, politics, the economy, and social values.
4. Develop the ability to analyze advertising campaigns by identifying their strategies, messages, representations, and cultural contexts.
Competences/Learning outcomes of the degree programme
- CN02 - Recognise the textual, graphic and audiovisual expressive and narrative resources used to create effective persuasive messages in advertising and public relations.
- CN04 - Critically analyse political, social and historical events, as well as national and international institutions.
- CP03 - Apply ethical and professional standards in advertising and public relations practice, respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
- CP11 - Apply the principal methodologies of scientific research to the field of advertising and public relations.
- HB01 - Analyse relevant data obtained from multiple sources using a range of research and documentation methods.
- HB02 - Use a range of media research and documentation resources.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB10 - Apply the legal and ethical framework to the production of advertising and audiovisual content for digital and multi-platform environments.
Learning outcomes of the subject
Students will be able to:
- Recognize and understand the main theories and concepts in the field of advertising.
- Explain the historical evolution of advertising and recognize its key stages, transformations, and characteristics.
- Analyze various advertising campaigns by applying basic advertising concepts and theories.
- Critically analyze the relationship between advertising, society, and culture, identifying how advertising reflects and influences its context.
Syllabus
I) Introduction and basic concepts of advertising communication
II) History of Advertising
III) Advertising today: evolution and trends in advertising
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| 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. | 1,2 |
| Workshop. Advanced and intensive workshops of a longer duration, led by lecturers and/or foreign professionals, in which the language used is English. These culminate in the creation of a professional or semi-professional product which is also produced in English. | 0,5 |
| 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. | 0,7 |
| 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. | 0,1 |
| Focused Praxis. Handing in occasional exercises to learn theory through practice. | 0,5 |
Evaluation systems and criteria
In person
Fully in-person classroom format
Students taking the course for the 1st or 2nd attempt will follow this assessment system:
85% Final exam.
15% Final project.
Students taking the course for the 3rd, 4th, 5th, or 6th attempt will follow this assessment system:
100% Final exam.
Exams will be held in accordance with the assessment schedule established by the Faculty.
Bibliography and resources
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.
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.
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.