Note from June 29, 2020
Although we do not yet know how long the social distancing related to the Covid-19 pandemic will last, and regardless of the changes that had to be made in the evaluation of the June 2020 session in relation to what is provided for in this learning unit description, new learnig unit evaluation methods may still be adopted by the teachers; details of these methods have been - or will be - communicated to the students by the teachers, as soon as possible.
Although we do not yet know how long the social distancing related to the Covid-19 pandemic will last, and regardless of the changes that had to be made in the evaluation of the June 2020 session in relation to what is provided for in this learning unit description, new learnig unit evaluation methods may still be adopted by the teachers; details of these methods have been - or will be - communicated to the students by the teachers, as soon as possible.
5 credits
30.0 h
Q1
Teacher(s)
Mayeur Ingrid;
Language
French
Main themes
The course will offer a critical description and presentation of the advertising industry, ranging from production areas through mediatisation campaigns and activities, to recipient populations. It will also present various analytical methods and methodological approaches to enable students to understand the many aspects of the discourse and of advertising strategies. There will be a special focus on a comparative study of the various parts of the media used by advertising.
Aims
At the end of this learning unit, the student is able to : | |
| 1. | Identify advertisements as a global phenomenon, and to understand them in their institutional, meaningful and communicational dimensions and in their various media crystallisations ; |
| 2.. | Have acquired the conceptual and methodological means to conduct analyses in, and critical interpretations of, various media forms of advertising communication, in addition to a good knowledge of the pole of production (the world of advertising). |
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
Content
The course will provide a panorama of concepts and methods useful for the analysis of institutional discourses. Specific focus will be on the analysis of partisan communication and advertising. On the one hand, the knowledge of the modes of operation of the advertising institution leads to a necessary perspective of the messages it produces. On the other hand, the context of European societies based on participatory democracy makes timely the critical approach to the issues of partisan communication. The course aims to provide the student with efficient theoretical, conceptual and methodological tools to analyze messages and communication, both partisan and advertising. The main media and vectors of advertising communication will also be reviewed: traditional media such as the poster, the press, radio, television; contemporary media with online advertising and its developments on the Internet.
Teaching methods
Magisterial presentations, exercises, individual work.
Evaluation methods
Individual written work, for both sessions.
Bibliography
Alice Krieg-Planque, Analyser les discours institutionnels, Paris, Armand Colin, 2012.
Karine Berthelot-Guiet, Analyser les discours publicitaires, Armand Colin, 2015.
Karine Berthelot-Guiet, Analyser les discours publicitaires, Armand Colin, 2015.
Teaching materials
- Les supports du cours et les lectures seront mis à disposition sur Moodle UCL pendant le cours.
Faculty or entity
COMU
