History and language of advertising
PROF. PATRIZIA MUSSO
COURSE AIMS
The course aims to reconstruct the development of advertising language, which
presents itself today as a multi-faceted point for discussion within brand
communication.
Particular emphasis will be placed on close observation of forms of advertising
language within the world of classic mass media (in particular, the press,
billboards, television) and recent trends and developments in the digital world
(company websites, corporate blogs, social networks for companies). The course
also considers forms of advertising aimed at different stakeholder typologies (from
the end consumer to company employee).
COURSE CONTENT
The course explores the following four macro-areas:
1. Traditional forms of advertising language and their recent developments
− Press announcement formats and cross-fertilisation with the digital world.
− From billboards to Out of Home (OOH).
− Traditional television advertisements and the creation of serial advertising
fiction (Advertainment).
2. The Reloading of advertising language and the advent of the Slow Brand
− Techniques and strategies for Brand reloading, both online and offline.
− The birth of Slow Advertising.
− From Product Placement to forms of Branded Entertainment.
− New formats on the Slow Web.
3. Advertising language and its cross-fertilisation with Internal Branding
− Corporate audiovisuals as tools for retention and recruiting.
− Companies as value platforms for employees.
− Corporate blogs and Social Networks for Internal Societing.
− From Internal Branding to the Slow Factory.
4. New advertising language
− From Concept Stores to Slow Places.
− Rise and development of the Temporary Shop.
− Ambient Communication and Guerrilla Advertising.
READING LIST
V. CODELUPPI, Persuasi e felici. Come interpretare i messaggi della pubblicità, Carocci, Rome,
2011.
P. MUSSO, Slow Brand. La gestione socio-economica della marca contemporanea, FrancoAngeli,
Milan, 2013.
P. MUSSO, “Il testimonial, garante della pubblicità”, in A. Grasso (edited by), Storie e culture della
televisione italiana, Arnoldi Mondadori Editore, 2013.
P. MUSSO (edited by), Brand Reloading. Nuove strategie per comunicare, rappresentare e
raccontare la marca, FrancoAngeli, Milan, 2011.
P. MUSSO (edited by), Internal Branding. Strategie di marca per la cultura d’impresa,
FrancoAngeli, Milan, 2007.
Indications regarding the use of the reading list in preparation for the examination will be provided
during the course.
TEACHING METHOD
Active teaching and monitored exercises. Analysis of both national and international
cases. Personal accounts from experts from the worlds of business and advertising.
ASSESSMENT METHOD
Oral examination on completion of the course.
NOTES
Further information can be found on the lecturer's webpage at
http://docenti.unicatt.it/web/searchByName.do?language=ENG or on the Faculty notice
board.
