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No. 1, No. 16
BA with a major in Social Communication
Subject: Advertising - 4to.año


UNIT I - First Quarter

Definition of advertising. Half a communication or message?
Definition of propaganda.
advertising as a funding source of the mass media (MCM).
Advertising and public and private propaganda and ideological constraints and influences the performance of the MCM.
Selling sort of time in the MCM. Advertising rate.
The advertising industry and company operating in the circuit and the market. Implication in society: consumerism. Real needs and illusory.
Agency: function and roles. Ethics
advertising.

UNIT II-2nd.
quarter
The practice of advertising. Denotation. Connotation. Social stereotypes. The segmentation of the target.
The brief: its components. Reading
ideological advertising.
The different ways of perceiving reality. Differences by ether groups.
New ways of resistance to the language of advertising: the-advertising. Definition-advertising.

UNIT III-3rd.

quarter work in advertising and propaganda campaigns. Types of campaigns.
notions of design and layout. Isotype. Logo. The importance of image. V-REFERENCES



ANTHOLOGY, The discourse of advertising, Buenos Aires, Ediciones Colihue, 1997
UCEDA GARCIA, Mariella: The key to advertising, ESIC Editorial, Madrid, 1995
INTERNET: Texts related to the-advertising
PARRAMON, José María: technique and practice of advertising, Parramón Institute Ediciones, Barcelona, \u200b\u200b1970.
Material prepared by the teacher