Advertising and Consumer Representations

This course is divided into two parts. 

The first part provides an in-depth exploration of advertising as a component of the Marketing-Communication mix. The primary focus is on what marketers call the « branding » objectives of advertising and the associated best practices (although « performance » objectives will also be discussed). Students will be introduced to the key issues, trends, processes, and frameworks that guide practitioners and shape contemporary advertising. 
The role of traditional and digital media in advertising campaigns will be explored, as well as the specific dynamics that pertain to digital advertising, from the role played by AdTech tools, platforms, and algorithms, to the evolving dominant aesthetics of advertising (e.g. TikTok's impact on creative codes). The course will also cover the critical issues at the intersection of advertising and sustainability.

The second part of the course presents critical approaches to advertising. The main focus of the seminars is to provide students, as future practitioners, with the key concepts, theoretical and historical background to critically evaluate recent changes in consumer identities and representations that have been transforming through data-driven marketing practices.

This Course aims at:

• Providing students with an overview of the key issues pertaining to the practice of advertising today : from the design of campaigns to the measurement of advertising effectiveness. 
• Preparing them for any positions in advertising, at the client or agency side.
• Stimulating a reflection on the ethics and implications of consumer representations

In presence

The course is organised in two parts: (1) Advertising Today; (2) Implications of Consumer Representations. Attendance is strongly recommended.

Assessment will consist of an individual written exam that will address issues and topics covered in part 1 and 2 of the course.