Politecnico di Torino
Politecnico di Torino
Politecnico di Torino
Academic Year 2015/16
Advertising: languages and market outlook
1st degree and Bachelor-level of the Bologna process in Cinema And Media Engineering - Torino
Teacher Status SSD Les Ex Lab Tut Years teaching
Baudi Di Vesme Gabutti Paolo Leo ORARIO RICEVIMENTO     60 0 0 0 5
SSD CFU Activities Area context
SPS/08 6 C - Affini o integrative Attività formative affini o integrative
Subject fundamentals
The course is required for Bachelor Degree in Cinema and Media Engineering. The course explains the main rules and functioning of contemporary advertising system.
During the course several aspects of advertising communication will be carried out: from target analysis to brand positioning, up to the study and development of advertising messages for several media (mass media, personal media as well as mobile media).
The course will focus on the new internet tools and social network practices, intended as setting for innovative advertising practices and break-down models of brand communication (e.g. viral marketing , user generated advertising and so on).
Expected learning outcomes
-Knowledge on advertising history from the beginning to our days
-Knowledge on the main issues and tools of advertising language
-Ability to explore and analyse the main trends in the contemporary advertising field
- Ability to use the main models and tools for persuasive communication
-Ability to analyse and project an advertising product: brand positioning, target, codes and languages which are used, suitable media for distribution
-Ability to analyse and to measure, through quantitative and qualitative tools, the efficacy of an advertising campaign
Prerequisites / Assumed knowledge
Main issues on business communication
Basic knowledge on media systems and rules.
Knowledge on contemporary history, focusing on industry history and the rising of consumer society
Lessons: 40 hours; Laboratory: 20 hours

Advertising market in Italy and in the world (2)
Short advertisement history (2)
Trends, dimensions, media, agencies (4)
Advertisement laws (2)
The best spots in the word (4)
How does it works an advertising agency (2)
The account work (2)
Marketing research (4)
The creative work (2)
Internet communication (6)
Case histories (6)
Direct marketing, public relations, promotions, sponsoring (2)
Delivery modes
Laboratory addresses a short advertising project, it is linked to applications and analyses which are carried out during the course lessons
Texts, readings, handouts and other learning resources
- M. Lombardi, Manuale di tecniche pubblicitarie. Il senso e il valore della pubblicità. Franco Angeli, Milano 1998
-V. Codeluppi, La pubblicità. Guida alla lettura dei messaggi, FrancoAngeli, Milano, 1997
- P. Musso, I nuovi territori della marca. Percorsi di senso, discorsi, azioni, in corso di stampa presso FrancoAngeli.
- Fabris, G. La pubblicità. Teoria e prassi. Milano, Franco Angeli, 1992
-Lehmann E. R., Come si realizza una campagna pubblicitaria, Roma, Carocci, 2003
-Testa Annamaria, La pubblicità, Bologna, Il Mulino, 2003

The texts, chosen from those listed, will be communicated in class by the lecturer of the course.
Assessment and grading criteria
Final exam is based on an oral test on issues and books proposed during the course. The oral test lasts 15-20 minutes.
The final evaluation consists in the oral exam plus the discussion of the ad project developed during the lab.

Programma definitivo per l'A.A.2015/16

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