MP6030 - Advertising: Theories and Contexts

The module is taught through a series of workshop sessions. The workshops will introduce key theoretical contentions, historical, social and industrial contexts that shape contemporary advertising practice. The workshop is long so as to allow space for the tutor to: a) introduce case studies; b) demonstrate the ways in which theoretical ideas can be understood in relation to contemporary advertising examples; and c) delineate areas of contention raised by the combination of theory and examples. The connections between the theoretical ideas and the issue at hand – for example, principles of branding – will be explored via interactive workshops; after being introduced to the central ideas, you will apply those ideas to relevant examples. You will then present your reflection to the rest of the cohort. The module includes a significant time allowance for self-directed study. During this time, you will be expected to engage in workshop preparation (for example, by engaging with relevant scholarship and examples). You will be expected to come to the workshops prepared (i.e. having attended the lecture and having conducted independent preparatory reading). The major theoretical texts are available from the campus library and electronic library, thereby ensuring that you can access the literature required for workshop discussion and assessment preparation. You are encouraged to read extensively beyond the taught components of the module.

The module tutor has weekly office hours during which you can drop in for academic support. All students are also provided with an academic tutor who also has hours to support student learning. The workshops will allow you to engage in group discussion and problem-solving with the module tutor and your peers, thus developing a constructive support network. The delivery of the module will be supported with learning and workshop materials that are accessible via the e-learning portal.

All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.

Knowledge & Understanding:
• KU1: Demonstrate your ability to develop appropriately sophisticated analyses by synthesising advertising theory with examples of contemporary advertising

Intellectual / Professional skills & abilities:
• IPSA1: Draw upon the transferable skills (methods, approaches and communicative skills) you have developed to-date to independently formulate solutions to the complex problems faced by advertisers
• IPSA2: Demonstrate confidence in your ability to discuss advertising and advertising theory in a lucid manner, with a degree of sophistication that is commensurate with undergraduate study at Level 6

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• PVA: The themes covered during the module will encourage you to reflect on your position as a consumer and as a citizen, focusing on the political, social and ethical responsibilities faced by advertisers

At the end of the semester, you will produce a 3000 word essay consisting of theoretically informed analysis of theoretical issues, exemplified by case studies from contemporary advertising. The analysis will be based in theoretical ideas raised in the module. The essay format will allow you to demonstrate: a) analytical depth and detail; b) understanding of the issues raised; c) the ability to develop a sustained argument; and d) a greater degree of reflection and contemplation than other forms of assessment (such as verbal debate or written examination) would permit. The assessment will test your skills of organisation, communication, research, and critical engagement.

You will receive formative feedback on your ability to conduct theoretically informed analysis of advertising examples during the workshops. Class discussion will test your ability to critically engage with theoretical contentions and their implications in an academic fashion. You will also have the opportunity to discuss your ideas with your peers, working together to reflect on the problems that advertisers face, and so forth.

Under normal circumstances, you will receive written feedback on your summative submissions within 20 working days. The feedback will normally be supplied electronically as part of the ESAF process. This feedback will provide a detailed account of your research/methodological skills, critical engagement and communicative ability, as well as supporting future learning by indicating areas for development. You can also request additional verbal feedback on your submissions by arranging a meeting with the module tutor.

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Drawing on the skills and knowledge you have developed at Levels 4 and 5, Advertising: Theories and Contexts will develop your understanding of advertising theory. The module is workshop based. In the workshops, the tutor will present a set of theoretical concerns based on a specific approach to advertising – such as branding, for example – explaining theoretical ideas, illustrating how they apply to specific examples of contemporary advertising, and drawing your attention to pertinent implications. You will then use the workshop space to find relevant examples of advertising that support or challenge the theoretical ideas, working with your peers and the tutor to reflect on contemporary advertising practice (what we learn about advertising practice from engaging with theory, the potential disjuncture between scholarly theory and practice, and so forth).