1 - Introducing the notion of advertising system regarding its activity and business model. Understanding advertisement, on one hand, as an element of the social communication system, which is important for the development of the media and, on the other hand, as a key factor on brands communication.
2 - Understanding the evolution of the creative advertising process and the respective approach to the consumer.
3 - Study the discursive and persuasive dimension of advertising, using the contributes of classical rhetoric, based on which, the students will:
a) study the goals of advertising communication and its strategic background;
b) interpret and conceive a creative briefing as a process and product of a strategy;
c) study the structure of an advertising message and constituents of the advertising argument;
d) Identify and analyse the rhetorical figures in the advertising and their contribution to the creative process.
At the end of this discipline the student should be able to:
Understand the structure of an advertising message, at the level of its constituents and of its persuasive goals.
Strategically define the objectives of an advertising communication.
Understand the importance of a brand identity.
Interpret and conceive a creative briefing as process and product of a strategy.