advertsement - open to bidding

What is assessment? • write an essay of up to 4000 words. • Essays should be double-spaced on one side of the paper and must include a bibliography of texts cited • Essays should be fully referenced, preferably using the Harvard CU style, e.g. (Hall, 1992: 120). • Academic essay structure (introduction – main body – conclusion) linking words, achievement of the essay Intended Module Learning Outcomes 1 demonstrate a critically informed awareness of the historical development of consumer culture; 2 demonstrate a theoretically informed understanding of the nature of advertising in the 21st Century; 3 utilise appropriate approaches, theories and concepts in the creation and analysis of adverts; 4 critically analyse literature, sources and media products relevant to the topic.( tea from supermarket on the UK , what product in the market now in UK, the industry behind , looking at the market called fruits tea, Lipton tea) This is the assessment question (first part of essay 80%) Indicative content Overview of the field, key concepts, definitions History of advertising and consumer culture. Critiques of consumer culture, Consumer culture. The role of advertising in the wider marketing mix Key theories / theorists Marxist / neomarxist critiques Functionalist critques / Postmodernist responses Knowing your audience: demographic, psychographic, life-stage, lifestyle. Fluid identities and advertising./ Postmodernism and advertising – how it affected advertising and how advertising responded Superbrands as a way of life. Freud and advertising./ Disneyization of Society Semiotics - how adverts gain meaning and the process of transference - polysemy, myth, binary, syntagmatic and pragmatic aspects of meaning. - The nature of brands./ global brands and their effects - New media, new audience, new methods - viral, stealth, guerrilla, direct, social media. - The audience as active seekers of meaning identity - Engaging contemporary audiences through new means including viral, stealth and guerilla advertising - Preferred meaning, cultural awareness of nature of meaning in brand. Postmodern styles – bricolage, pastiche, intertextuality, open texts - Emotions and advertising.