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The University of Southampton

ARTD6136 Advertising and Branding: Contextual Themes and Issues

Module Overview

This module explores the key contextual issues, theories and themes associated with advertising and branding. These include the visual aspects of the subject area alongside the decoding of advertising messages and the concept of semiotics. The psychology of advertising, marketing and persuasion techniques will be examined together with an overview of the advertising process itself and the manner in which strategy is developed. An overarching view of the creative process and how this is managed and sustained, from the initial creative brief through to the production of creative ideas and campaign concepts will also be covered by this module allowing you to engage in both the strategic and creative aspects of advertising and branding.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • current theories and practices relating to global advertising and branding;
  • the challenges of leading and managing creativity in global contexts and multidisciplinary teams.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • apply critical reflection and creative thinking in reviewing and assessing contemporary advertising and branding issues.
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.


Indicative content for this module includes: • The Language of advertising • Semiotics • Visual analysis • The psychology of advertising persuasion • Advertising and branding strategy • How brands communicate. • Globalisation (Global brands in local markets) • The creative brief • The creative process • Assessing advertising creativity

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Formal Lectures • Tutor-led seminars • Visiting lecturers • Case study analyses • Tutorials • Directed learning Learning activities include: • Peer group learning • Advertising critiques • Class discussion • 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).

Independent Study174
Total study time200

Resources & Reading list

Burtenshaw, K., Mahon, N., and Barfoot, C. (2011). The Fundamentals of Creative Advertising. 

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

Fills, C. (2009). Marketing Communications: Interactivity, Communities and Content. 

Sorrentino, M. (2014). Creative Advertising: An Introduction. 

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

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



Interim Report


MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


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:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading 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

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