Course summary

The MA Media and Advertising will equip you with both the theoretical and the practical research skills to understand and critically evaluate one of the most creative promotional industries in the world: advertising. You will explore this dynamic phenomenon from different standpoints and use multidisciplinary approaches deriving from Media, Communication and Cultural Studies, as well as Marketing and Consumer Studies. The course covers a range of topics, including:

• the role of advertising in media and consumer societies (history, industry and issues)

• the ubiquity of promotional culture (political advertising, public service advertising, branding, anti-consumer movements, etc.)

• the importance of researching advertising messages and campaigns using a variety of methods

• the position of advertising in the marketing toolkit available to companies

• the necessity to understand consumers' behaviour