The course aims to provide students with basic notions about the advertising industry, with particular reference to “above the line” advertising and/in the Italian context. The course also aims to illustrate the main typologies, languages and forms of advertising, either on traditional and digital/social media. The course’s main aim is to promote an understanding of the meaning of stereotypes in advertising and of their implications with regard both to marketing and social imagery. The course also aims to stimulate students’ creativity.
Upon successfully complete the course, students will be able to critically read advertising messages, and to devise their own strategies and forms of persuasive communication.
Upon successfully complete the course, students will be able to critically read advertising messages, and to devise their own strategies and forms of persuasive communication.
teacher profile teaching materials
The second part of the course focuses on what is probably to be considered advertising’s main ‘resource’ and most longstanding weakness at the same time: the use of stereotypes. After addressing stereotypes in theoretical terms and explaining the reasons for their widespread use and ‘efficacy’, we will focus on three categories of stereotypes commonly found in advertisements: 1) gender and ‘heteronormativity’ (how are female and male subjects and bodies depicted in ads? What are the reasons for and the effects of privileging heterosexual couples?); 2) age (which products/services/goods is the use of elderly in advertising limited to? Are old women and old men ‘used’ in the same way?); 3) race (in which roles non-Caucasian people feature in in advertising images and discourse?). Several forms of communication will be deconstructed and re-constructed in order to challenge common places and to analyze how (hetero)sexism, racism, and ageism work in advertising.
In the final part of the course, we will analyze how advertising normalizes, legitimizes, even celebrates the use of violence.
I testi di esame sono i seguenti:
- M. Ferraresi (a cura di), Pubblicità: teorie e tecniche, Roma, Carocci, 2017 (only the chapters that will be indicated in classes).
- E. Giomi, S. Magaraggia, Relazioni brutali. Genere e violenza nella cultura mediale, Il Mulino, Bologna, 2017 (to the exception of chapters 4 and 5).
- L. Corradi, Specchio delle sue brame: analisi socio-politica delle pubblicità. Genere, classe, razza, età ed etero sessismo, Ediesse, Roma, 2012 (only the chapters 2,3,4, and 5).
N:B: The PPTs from the lessons will be uploaded on the Comunicazione website, download area
COMUNICAZIONE PUBBLICITARIA TEXTBOOKS (NON-ATTENDING STUDENTS)
- M. Ferraresi (a cura di), Pubblicità: teorie e tecniche, Roma, Carocci, 2017.
- E. Giomi, S. Magaraggia, Relazioni brutali. Genere e violenza nella cultura mediale, Il Mulino, Bologna, 2017.
- L. Corradi, Specchio delle sue brame: analisi socio-politica delle pubblicità. Genere, classe, razza, età ed etero sessismo, Ediesse, Roma, 2012.
GENDER E MEDIA TEXTBOOKS
- E. Giomi, Gender e Media, Pigreco Edizioni, Roma, 2015.
- E. Giomi, S. Magaraggia, Relazioni brutali. Genere e violenza nella cultura mediale, Il Mulino, Bologna, 2017.
Programme
In the first part of the course, origins and history of advertising will be illustrated, along with the organization of advertising industry and its main professional figures; drawing on many case studies, different advertising techniques and strategies will be presented, showing how these change according to different media (printed ads, TV commercials, web ads, etc. will be taken into consideration). Finally, theoretical frameworks will be discussed and applied to specific advertisements.The second part of the course focuses on what is probably to be considered advertising’s main ‘resource’ and most longstanding weakness at the same time: the use of stereotypes. After addressing stereotypes in theoretical terms and explaining the reasons for their widespread use and ‘efficacy’, we will focus on three categories of stereotypes commonly found in advertisements: 1) gender and ‘heteronormativity’ (how are female and male subjects and bodies depicted in ads? What are the reasons for and the effects of privileging heterosexual couples?); 2) age (which products/services/goods is the use of elderly in advertising limited to? Are old women and old men ‘used’ in the same way?); 3) race (in which roles non-Caucasian people feature in in advertising images and discourse?). Several forms of communication will be deconstructed and re-constructed in order to challenge common places and to analyze how (hetero)sexism, racism, and ageism work in advertising.
In the final part of the course, we will analyze how advertising normalizes, legitimizes, even celebrates the use of violence.
Core Documentation
COMUNICAZIONE PUBBLICITARIA TEXTBOOKS (ATTENDING STUDENTS)I testi di esame sono i seguenti:
- M. Ferraresi (a cura di), Pubblicità: teorie e tecniche, Roma, Carocci, 2017 (only the chapters that will be indicated in classes).
- E. Giomi, S. Magaraggia, Relazioni brutali. Genere e violenza nella cultura mediale, Il Mulino, Bologna, 2017 (to the exception of chapters 4 and 5).
- L. Corradi, Specchio delle sue brame: analisi socio-politica delle pubblicità. Genere, classe, razza, età ed etero sessismo, Ediesse, Roma, 2012 (only the chapters 2,3,4, and 5).
N:B: The PPTs from the lessons will be uploaded on the Comunicazione website, download area
COMUNICAZIONE PUBBLICITARIA TEXTBOOKS (NON-ATTENDING STUDENTS)
- M. Ferraresi (a cura di), Pubblicità: teorie e tecniche, Roma, Carocci, 2017.
- E. Giomi, S. Magaraggia, Relazioni brutali. Genere e violenza nella cultura mediale, Il Mulino, Bologna, 2017.
- L. Corradi, Specchio delle sue brame: analisi socio-politica delle pubblicità. Genere, classe, razza, età ed etero sessismo, Ediesse, Roma, 2012.
GENDER E MEDIA TEXTBOOKS
- E. Giomi, Gender e Media, Pigreco Edizioni, Roma, 2015.
- E. Giomi, S. Magaraggia, Relazioni brutali. Genere e violenza nella cultura mediale, Il Mulino, Bologna, 2017.
Type of evaluation
N.B. COVID19 EMERGENCY: FOR BOTH ATTENDING STUDENTS AND NON ATTENDING STUDENTS THE EXAM WILL BE ORAL INSTEAD OF WRITTEN. PLEASE READ THE INFO AT THIS LINK: https://filosofiacomunicazionespettacolo.uniroma3.it/articoli/informazioni-su-modalita-di-esame-sessione-estiva-2020-136548/ EXAMS FOR ATTENDING STUDENTS Exams consists of an individual or group project (max 4-5 people) and of an individual written exam. The final grade results from the average of the two grades reported in the group and individual assignments. The group assignment consists in developing a social communication campaign capable of subverting on or more of the stereotype categories examined in classes, or explicitly aimed to contrast these. This project must be submitted by the January-February exam session. The individual written exam encompasses 3 questions to be answered in no more or less than 10 lines. EXAM FOR NON ATTENDING STUDENTS The exam is individual and written. It encompasses 3 questions to be answered in no more or less than 10 lines.