2024/25 Taught Postgraduate Module Catalogue

COMM5730M The Cultural History of Promotional Communication

30 creditsClass Size: 66

Module manager: Allison Cavanagh
Email: A.E.Cavanagh@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2024/25

This module is not approved as an Elective

Module summary

This module provides an historical overview of the advertising and PR industries from their inception to the present day. Students look at the growth in consumer culture, the rise of modern advertising and techniques of persuasion, the development of broadcast advertisements and the impact of social and political developments on these industries.

Objectives

Through a series of collaborative workshops, incorporating source analysis and close reading activities, students will be enabled to develop:-

1. A knowledge of how advertising and promotions came to be central to modern communications systems
2. An understanding of the ways in which scholars have approached the core issues raised by the dominance of corporate PR
3. A deepened understanding of the relationship between communications histories and political histories
4. An ability to connect historical texts and their cultural and professional contexts of production
5. An understanding of core theoretical perspectives on advertising history

Learning outcomes
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
1. Identify and explain key themes in relation to the history and development of commercial and promotional culture
2. Describe and critique dominant theories on the rise of promotional and brand culture
3. Apply theoretical models in order to inform critical readings of advertising texts and materials.

Skills Learning Outcomes
On successful completion of the module students will have demonstrated the following skills learning outcomes:
1. Academic writing - the ability to write in a clear, concise, focused and structured manner in response to an essay brief related to a theme and/or idea within the history of promotional communication.
2. Reflection - The ability to recognise and express knowledge and understanding on an area of advertising and/or public relations and how it relates to personal experience of brand culture.
3. Critical Thinking - The ability to weigh up different arguments and perspectives on the development of promotional communication throughout history, using supporting evidence to form opinions, arguments, theories and ideas.

Syllabus

Details of the syllabus will be provided on the Minerva organisation (or equivalent) for the module

Teaching methods

Delivery type	Number	Length hours	Student hours
Seminar	10	2.00	20.00
Private study hours			280.00
Total Contact hours			20.00
Total hours (100hr per 10 credits)			300.00

Opportunities for Formative Feedback

Student progress will be monitored in class, with formative feedback given through workshop contributions and via marking of mid-semester assessment. Students are encouraged to visit the module leader in office hours for further guidance and support.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Literature Review	1 x 2,000-2,500 words	30.00
Essay	1 x 4,500-5,000 words	70.00
Total percentage (Assessment Coursework)		100.00

Resit available through the original assessment format.

Reading list

The reading list is available from the Library website

Last updated: 30/05/2024 09:20:42

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