Module overview
This module offers a critical and creative exploration of the dynamic world of global advertising. You will be introduced to key theoretical frameworks that underpin contemporary advertising, and the conceptual framework required to develop practical applications in advertising. You will engage with a range of contemporary issues and debates that shape the global advertising landscape, including the issues of global standardization and local adaptation, and the influence of cultural values on messaging. The module explores the key principles of campaign planning and media, the impact of current and emerging technologies, and ethical considerations, such as cultural sensitivity, consumer privacy, and the environmental and social responsibilities of global brands. You will be encouraged to critically reflect on the power of advertising in narratives and to develop campaigns that are not only effective but also ethically and culturally informed.