At the end of the course, the student should be able to:

1.Assess the evolution of Advertising as communication phenomenon and technique that contributes to the articulation and development of modern societies.

2.Analyze the conformation of the advertising system and all agents who participated in the advertising process over the last 150 years of evolution of the techniques of advertising communication.

3.Identify changes in advertising communication models, changes in the forms, the values, and the modes of representation.

4.Date and identify the body of theories that have shaped advertising know-how.

ONE. ADVERTISING HISTORY

1.1. What Is Advertising?

1.2. Is Advertising Art?

1.3. Is It Really Effective?



TWO. THE PREHISTORY OF ADVERTISING

2.1. Ancient Forms of Advertising

2.2. Ancient Egypt: Papyri

2.3. The Greeks: Kerux

2.4. The Romans: Album

2.5. Medieval Advertising

2.6. Newspaper Advertising



THREE. THE BIRTH OF ADVERTISING: 1850-1880

3.1. P. T. Barnum and Patent Medicines in the USA

3.2. Early Advertising Agencies in Europe and in the USA



FOUR. THE CONSOLIDATION OF ADVERTISING: 1880-1919

4.1. Art Nouveau in Europe

4.2. Advertising Agencies in the USA: Helen Lansdowne Resor, Earnest E. Calkins and Theodore MacManus



FIVE. THE EXPANSION OF ADVERTISING: 1920-1945

5.1. Radio and Illustrated Magazines

5.2. War Advertising

5.3. Art Déco in Europe

5.4. Scientific Advertising in the USA: Claude Hopkins and Albert Lasker



SIX. THE REVOLUTION OF ADVERTISING: 1945-1970

6.1. Television

6.2. Political Advertising

6.3. Madison Avenue and Creative Revolution: William Bernbach, David Ogilvy and Leo Burnett



SEVEN. ADVERTISING IN THE LAST THIRD OF THE 20TH CENTURY

7.1. Eighties Extravagance

7.2. Nineties and Shock Advertising



EIGHT. THE TURN OF THE CENTURY

8.1. Internet and the Digital Age: Since 2000

8.2. Consolidation Incorporated

8.3. New Trends

The subject is designed on the model of project-based learning. The faculty will provide the necessary equipment to solve each of the six projects through which students can advance learning.



The course has four hours per week. That time will be devoted to a brief statement of the theoretical and conceptual framework for each topic, preparation of projects, and presentations.

The assessment will be based on the sum of the individual results obtained in the different projects as well as on the active participation of the student throughout the course.



a) For students attending lectures and practices and delivering the practical work of the course on time:

1 - Theoretical assignement (individual work, worth 40% of the final mark).

2 - Practical projects (teamwork, worth 60% of the final mark).

You will have to pass the theoretical assignement to be able to make the average between its results and them of the practical projects'.



b) According to the UPV/EHU Regulations governing the evaluation (BOPV nº50, March 13, 2017), students may resign from the continuous evaluation system and choose the final evaluation, regardless of whether or not they participated in the evaluation (Article 8.3), as long as they resign in black and white, and during the first nine weeks of the quarter. In that case, it will be agreed to carry out a final test:

1 - A theoretical-practical piece of work that will allow to asses the 100% of the subject, and will be delivered on the day and time indicated by the Center.



The student may also resign from the regular evaluation call. He/she must write to the teacher no later than one month before the end of the semester. The final grade will be Not presented.



This evaluation system will apply both in person and non-face manner, if the situation demanded it.

Personal Computer
Internet
E-Gela

Basic bibliography

Checa Godoy, A. (2007). Historia de la Publicidad. La Coruña: Netbiblo.



Eguizábal, R. (1998). Historia de la publicidad. Madrid: Eresma & Celeste.



Tungate, M. (2007). Ad Land: A Global History of Advertising. Philadelphia: Kogan Page.

In-depth bibliography

Cohen Selinger, I. (1999). The Advertising Century. New York: The Advertising Age.
Eguizábal, R. (2014). El cartel en España. Madrid: Cátedra.
Fox, S. (1984). The Mirror Makers: A History of American Advertising and Its Creators. New York: William Morrow.
Kanner, B. (1999). The 100 Best TV Commercials and Why They Worked. New York: Random House.
Pincas, S. y Loiseau, M. (2008). A History of Advertising. Los Angeles: Taschen.
Raventós Rabinat, J. M. (2000). Cien años de publicidad española 1899-1999. Barcelona: Mediterránea.
Reichert, T. (2003). The Erotic History of Advertising. Amherst and New York: Prometheus.
Satué, E. (1988). El diseño gráfico. Desde los orígenes hasta nuestro días. Madrid: Alianza.
Saunders, D. (1999). 20th Century Advertising. London: Carlton.
Sivulka, J. (2012). Soap, Sex, and Cigarettes. A Cultural History of American Advertising (1ª ed. 1998). Boston: Wadsworth.

The works of the stars
Hopkins, C. (1966). Scientific Advertising (1ª ed. 1923). New York: Crown.
Ogilvy, D. (1963). Confessions of an Advertising Man. New York: Atheneum.
- (1983). Ogilvy on Advertising. New York: Crown.
Séguéla, J. (1979). Ne dite spas à ma mère que je suis dans la publicité… Elle me croit pianiste dans un bordel. Paris: Flammarion.
- (1982). Hollywood lave plus blanc. Paris: Flammarion.


Others
Beigbeder, F. (2001). 13,99 euros. Barcelona: Anagrama.
Klein, N. (2000). No logo. Toronto: Alfred A. Knopf.

Journals

Advertising Age
Advertising and Selling
Adweek
Journal of Advertising
Journal of Advertising Research
Pensar la publicidad
Printer’s Ink
Questiones publicitarias