THEORIES AND TECHNIQUES OF ADVERTISING [B2]
The objective of this course is to provide the fundamental bases of the main theories and the understanding of the different phases of an advertising campaign.
The course starts with a presentation of the theories of advertising communication, market theories, and brand (definition, identity and values). This introductory also includes the definition, history and perspectives of advertising. Next, the field of the advertising professions is discussed.
The different advertising media and their characteristics, the phases of an advertising campaign, the creative strategy, their main creative styles, the advertising formats according to the promoting agent will be also explored.
The course then focuses on how actors are able to produce narratives and how the imaginary is mobilized by the advertisement industry. The concepts and theories of storytelling are then developed.