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Presentation
Presentation
Based on theoretical/scientific assumptions, the discipline is intended to be a technical/scientific repository likely to give students skills to the analysis of advertising.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULHT168-1168
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Advertising: Definitions, Objectives, Functions and types.
Advertising History
The Advertising Agency
Creation in Advertising: Main models of creativity in Advertising
Advertising Briefing
The media as advertising media
Advertising research
Advertising and Self-Regulation Code in Portugal
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Objectives
Objectives
Based on theoretical/scientific assumptions, the discipline is intended to be a technical/scientific repository likely to give students skills to the analysis of advertising
Provide the students with a scientific knowledge on Theory of Advertising in order to build knowledge capableof analysing and designing the practical field of the study area
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Teaching methodologies and assessment
Teaching methodologies and assessment
This curricular unit uses expository, demonstrative and participatory methodologies.
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References
References
Brochand, B., Lendrevie, J., Outros., (2011), Publicitor, 4ª edição, Lisboa, Dom Quixote.
Caetano, J., Estrela, R., (2004), Introdução à publicidade, Porto, Edições IPAM.
Caetano, J., et al, (2011), Publicidade: Fundamentos e estrarégias, Lisboa, Escolar Editora
Guerreiro, A., 2013, Breve História dos Meios de comunicação, EdiLab
Estrela, R., (2004), A Publicidade no Estado Novo, vols I e II, Lisboa, Simplesmente Comunicando.
González Lobo, Prieto del Pino (2015), Manual de Publicidad, Barcelona, ESIC
González Martín, J.A. (1996), Teoria general de la publicidad, Madrid, Fondo de Cultura Económica.
Hart, N., (1995) The Pratice of Advertising, 4º edição, Oxford, B.H..
Joannis, H., (1991), O Processo de Criação Publicitária, Edições CETOP.
Manchoco Rosa, A. (2014), Semiótica, Consumo e Publicidade, MediaXXI/Formalpress
Marktest, (2023), Media facts 2022, Lisboa, Marktest
Sánchez, G., (1993), Teoria de la Publicidad, 4ª ed., Madrid, Tecnos
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Office Hours
Office Hours
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Mobility
Mobility
No