The lab examines the historical, social and economic dimension of advertising. The lessons cover a long span of time: from the Roman era to the second half of the twentieth century.
Non-attending students:
V. Codeluppi, Storia della pubblicità italiana, Carocci editore, Roma, 2013.
M. Tungate, Storia della pubblicità. Gli uomini e le idee che hanno cambiato il mondo, Franco Angeli, Milano, 2010 (only Introduction and chapters n. 1, 2 and 9).
Attending students:
The program will be arranged in class along the semester.
Learning Objectives
The course aims to provide in-depth theoretical knowledge of the evolution of advertising in the Western world and in a long-term perspective. It will also provide the elements needed to develop original interpretive skills in analyzing the different forms of advertising.
Prerequisites
No prerequisite.
Teaching Methods
Frontal teaching lessons with analysis of iconographic material and use of audiovisual media.
Visit to the State Archives of Prato or Florence.
Type of Assessment
The written exam lasts between 60 and 75 minutes and consists of two essay questions. Total weight in grade evaluation: 60%.
Each student attending class should prepare a Power Point presentation by which he will reconstruct how the advertising of a product evolved over time. This PP presentation will weigh 40% on the final grade.
Course program
The course aims to provide in-depth theoretical knowledge of the evolution of advertising in the Western world and in a long-term perspective. It will also provide the elements needed to develop original interpretive skills in analyzing the different forms of advertising.