Module title: Theory and Contexts of Advertising Communication

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: JAC11108
Module leader: Philip Lodge
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising

There are no pre-requisites for this module to be added

Description of module content:

The module is a balance of theoretical perspectives drawn from contemporary communication theory and the examination of current issues which shape the process of advertising in the social context. Theoretically, issues studied include structural and phenomenological influences; mass media historiography; texts, transmission and reception; message meaning and construction. Contextually, issues studied include cultural capital; social capital; gender as ideology; race in advertising; social and political dimensions; new media, music and the use of humour.

Learning Outcomes for module:

Upon completion of this module, you will be able to:
LO1: Develop a critical understanding of key theories and concepts.
LO2: Engage in a theoretically creative way with complex advertising issues.
LO3: Examine the impact of advertising in a wider social context.
LO4: Apply sociological ideas and concepts to the advertising industry.
LO5: Develop a proper scholarly technique.

Indicative References and Reading List - URL:

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