The University of Southampton
Courses

ARTD6137 Global Advertising & Branding 1

Module Overview

This module is the first of the programme and introduces global advertising and branding fundamental concepts. It will cover the investigation and analysis of advertising and branding visual language and the introduction to contemporary applications of new interactive media trends. You will learn about key aspects such as semiotics, advertising persuasive techniques, brand building and advertising planning and targeting; including how to write and evaluate a creative brief and run a campaign from start to finish. We will present and investigate contemporary global advertising issues and consider how location and socio-political aspects might impact on international strategies. Students will acquire and broaden creative thinking and problem-solving techniques.

Aims and Objectives

Module Aims

The aims of this module are: - To develop and strengthen Global Advertising & Branding fundamental concepts - To encourage problem solving and creative thinking related to advertising and branding. - To develop your understanding and skills in the application of visual analysis techniques and semiotics applied to advertising and branding campaigns.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The management of effective creative strategies applied to global advertising and branding campaigns
  • The development of contemporary cultural context influencing global advertising and branding campaigns
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Analyse advertising strategies for global brands
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Take responsibility for your own learning development and academic integrity
  • Manage your time and resources as an independent learner
Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

  • Demonstrate the ability to apply creative thinking in order to plan and implement solutions to advertsing and branding problems

Syllabus

- Global Advertising techniques, adaptation and ‘Glocalisation’ - Creative briefs development writing and evaluation - Visual analysis and semiotics - Advertising persuasive techniques - Branding and advertising management - Advertising planning and targeting - Creative thinking and problem solving

Special Features

A field trip or advertising simulation event relevant to the module content and learning outcomes is normally incorporated within the module syllabus.

Learning and Teaching

Teaching and learning methods

Teaching methods include: - Formal Lectures - Tutor-led seminars - Visiting lecturers - Case study analyses - Tutorials - Workshop days - Directed learning Learning activities include: - Independent study (Reading material as directed by tutor, analysing material delivered during taught sessions, writing up notes, reflecting on taught material and feedback, conducting research where appropriate, analysing results and writing up assignment). - Peer group learning - Class discussion

TypeHours
Teaching26
Independent Study174
Total study time200

Resources & Reading list

Cairns, G. (2010). Deciphering Advertising, Art and Architecture – New Persuasion Techniques for Sophisticated Consumers. 

Wells, W., Moriarty, S., Burnett, J. and Lwin, M. (2007). Advertising, Principles and Effective IMC Practice. 

Fill, C. Turnball, S. (2016). Marketing Communications: discovery, creation and conversations. 

Mahon, N. (2011). Basics Advertising 03: Ideation. 

Assessment

Formative

Feedback

Summative

MethodPercentage contribution
Critical Writing  (3000 words) 100%

Repeat

MethodPercentage contribution
Critical Writing  (3000 words) 100%

Referral

MethodPercentage contribution
Critical Writing  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Linked modules

3000 word critical report

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Books and Stationery equipment

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/ recommended text as appropriate

Travel Costs for placements

Reasonable travel costs for study trips (these may not be covered by the University).

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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