CDM 8235

The course gives the opportunity to students who have already been exposed to the course of Advertising, to immerse themselves in special techniques, modern trends and innovative methods. The influence of postmodernity on the formation of advertising, the relationship between Art and advertising, international advertising, the use of branded protagonists, male and female stereotypes, the placement of products in movies and TV series, advergames and advertising are discussed. augmented and virtual reality. At the same time, applications of neuroscience are presented in the evaluation of the effectiveness of advertising, while concerns are raised about its economic role and its social dimension.

Upon successful completion of the course the student will be able to: 

• analyze how advertising affects the consumer 
• define the framework of cooperation between the company and the advertising agency 
• understand in depth the social, economic and business dimension of advertising 
• appreciate the role of the cultural environment and culture in shaping international advertising 
• understand the effects of modernity and postmodernity on advertising 
• appreciate the modern challenges of advertising in the digital environment 
• understand the applications of advertising on the internet and social media 
• evaluate the appropriateness of modern advertising and promotion techniques to attract the target audience 
• compare and compare different advertising programs through the analysis of case studies.