Advertising, Culture and Content Development Communication, Media Studies & Tourism Management Program Spring 2022 Semester - Seville

The social changes that have taken place during the postmodern stage in which we live have generated in our professional environment has undergone major transformations. Among these changes, the advertising message has been one of the communication tools that has received a greater mismatch. The saturation of information, the emergence of social networks, and hybridization of communicative tools have had as a result that consumers find it increasingly difficult to differentiate advertising from information. This course will explore what are these new formats that have appeared (talk about advertisement, product placement, comics ...) to make a critical study of these techniques and how to properly implement them from a strategic point. It is therefore a purely strategic course that will study brand and its contents, studying the latter from a cultural perspective as the main basis for the delivery of brand values.