Advertising Communication course presentation by Professor Claudia Buzzetti at IED Milano

Welcome to Advertising Communication

IED milano
hello!
NICE TO MEET YOU & WELCOME TO MY COURSE
Advertising Communication - prof. Claudia Buzzettiabout me

About the Professor

IN PHOTOGRAPHY AND COMMUNICATION FOR OVER 20
YEARS!
I fell in love with photography when I was in high school, in the
late 90s.
I believe photography is a powerful tool in the world and we
should approach it from many different angles.
In the realm of communication, nowadays it is unimaginable to go
without. Although of course the question is ... is it real ?!
I hope to impart not only knowledge, but give you the tools for
navigating the complexity of this world in whatever form you will
take, professionally.
I am passionate about wellbeing and I am a licensed yoga teacher
and somatic trauma therapist.
I am currently reading a Masters in Meditation & Neuroscience.
you can learn more visiting my LinkedInIED - Advertising Communication 2024

Student Introductions

what about you?
please introduce yourself & answer these questions:

1. what's your name? Where are you from?
2. why have you chosen to study photography?
3. what are you expecting from this course?
4. pls take the brief quiz I have sent via email! (time 15')IED - Advertising Communication 2024

Course Introduction and Objectives

what is this course all about?
a brief introduction to my personal objectives

1. the correct language / terminology of marketing and advertising
2. what it means to be a communication creative vs an artist
3. the function of photography in this weird world of ADLAND
4. how to potentially bring your own personality into this
5. understanding how to navigate this industry once you need to
6. looking at communication from different lenses, excuse the PUN!
7. instilling the desire in you to become a fully fledged CREATIVE
8. understanding all the cultural aspects of visual communication
   photo: Andre KerteszIED - Advertising Communication 2024

Tools and Approach for Learning

what tools I will use
TO HELP YOU REACH THE GOALS I AM OFFERING YOU
Looking at how an AD
camping is made, we shall
explore its various
functions, and try to
understand where ads are
PLACED and WHY.
We shall acheive it also by
looking at looking at some
history of advertising and
by learning some theory
about marketing &
advertising.
But it won't be all around
the core ADV, because I
believe we must explore
also some tidbits of
semiology of
communication &
sociology in order to
understand the broader
picture.
We shall have a look at
your portfolio and will see
how to best organise it to
impress future clients or
any editors, partners or
curators you might
encounter. Also, we shall
read a book by Rick Rubin,
The Creative Act.
Finally, in order to
understand how to create
advertising messages, you
must work on your own
project and try to think
outside the box!the creative act: a way of being

No matter what tools you use to create,
the true instrument is you.
And through you,
the universe that surrounds us
all comes into focus.
RICK RUBIN
photo: Sebastião SalgadoIED - Advertising Communication 2024

Detailed Course Overview

course overview
A DETAILED LIST OF WHAT WE SHALL EXPLORE, TOGETHER

1. some examples of great Advertising Photography
2. we'll cover the MEDIA options, and why they matter
3. traditional advertising agencies: roles, structure, workflow 4.creating in a team
4. what is a brand? what is branding? is it always good?
5. the main actors of the industry
6. putting together your portfolio: dos & donts
7. some history: how the medium on which adv was shown shaped the msg, how
   advertising has changed in accordance with society (audience, consumers,
   production process)
8. learning how to create an advertising message (strategy and message creation,
   techniques, group exercises.
9. elaboration of the message & why society matters, sociology of communication
10. some examples of communication objects as semiological texts
11. Rick Rubin, The Creative Act: A Way of Being (PDF provided)
12. putting together your own campaign for the exam!creative confidence

Creative energy is one of our
most precious resources.
TOM & DAVID KELLEY
photo: Vik MunizIED - Advertising Communication 2024

Advertising Definitions

A HERO'S DEA
THE NEW ALBUM - OUT 31
and now,
let's explore
a few definitions
of advertising."
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KEEP CALM
& CARRY ON
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VICTORY
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BadooUK
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photo: Samuel Regan-Asante on UnsplashIED - Advertising Communication 2024

American Marketing Association Definition

WHAT IS ADVERTISING?
Advertising is the placement of announcements and messages in time or
space by business firms, nonprofit organizations, government agencies,
and individuals who seek to inform and/or persuade members of a
particular target market or audience regarding their products, services,
organizations or ideas.
AMA - American Marketing Association
Advertising Communication - prof. Claudia BuzzettiIED - Advertising Communication 2024

Britannica Definition

WHAT IS ADVERTISING?
the techniques and practices used to bring products, services, opinions, or
causes to public notice for the purpose of persuading the public to
respond in a certain way toward what is advertised. [ ... ]
Britannica
Advertising Communication - prof. Claudia BuzzettiIED - Advertising Communication 2024

Vance Packard and The Hidden Persuaders

Vance Packard
HIDDEN
THE
HIDDEN
PERSUADERS
What Makes Us Buy, Believe-And Even Vote-
The Way We Do. An Introduction to the New World
of Symbol Manipulation and Motivational Research.
Harvey Gabor
Vance Oakley Packard
(May 22, 1914 - December 12, 1996) was an American journalist
and social critic.
It has been 50 years since Vance Packard wrote about
psychoanalytical techniques employed by the advertising
industry in The Hidden Persuaders. This book, published in the
post-World War II consumer boom, exposed a mass audience to
motivational research at a time when advertisers used new
techniques and a new medium. Yet The Hidden Persuaders was
highly criticized and became a scapegoat for purportedly
promoting subliminal techniques. Nonetheless, the book helped
shape public opinion, advertising regulation, and advertising
research and practice.
Advertising Communication - prof. Claudia BuzzettiIED - Advertising Communication 2024

Broad Definition by James Laver

DEFINING ADVERTISING BROADLY
Advertising might be defined as any device which first arrests the attention
of the passer-by and then induces him to accept a mutually advantageous
exchange.
James Laver (1899-1975)
Keeper of Engraving, Illustration, Design, and Paintings, V&A Museum, Oxford-educated art critic
Advertising Communication - prof. Claudia BuzzettiIED - Advertising Communication 2024

Narrow Definition by Raymond Williams

DEFINING ADVERTISING NARROWLY
The official art of capitalist society.
Raymond Williams (1921-1988)
one of Britain's most influential social critics
Advertising Communication - prof. Claudia BuzzettiIED - Advertising Communication 2024

Historical Advertising Example

DEFINING ADVERTISING NARROWLY
418.
MI STREETER
Spitre Pond
FELTOF
AND
WARD +SON
AMERICAN
DI ROOKES
ANTI-LANCET
CARAT GOLD
GEN JEWELLERY
COMPANY
EVERY DKSENSE
OF THE EYE
EDE'S
KAL STEAKERS
DARY PAPER
BALSAMIC
PRESSER LUBIN
CMANUEL
Canada
ROD & FEARL
MERCHANT.
FUR
EYE LIQUID
CHEAPSIDE
DER & SAFEST REMEDY
OF ALL CHENISTE
WE
CURZON STREET
MAYFAIR.
SCARBORT
LAMPLOUGHSTYRETICSSALINE, IS PLEASANT & CURES HEADACHE
BILIOUSNESS & SKIN AFFECTIONS.
PUNCH
DAILY
NEWS
JUDY
PILL MALL
S
TRAVELL
ASSURANCE COMPANY.
GOLD MEDAL
BURGLAR-PROOF SAFES
FIRE - RESISTING SAFES
CHATWOOD.
Co
SMAGIO ACDOOR 18 WIGMORE SY
120, CANNON STREET LONDON.E.C. .
NDON
WHSMITHASON
106 STRAND
MODERN ADVERTISING : A RAILWAY STATION IN 1874
Advertising Communication - prof. Claudia Buzzetti
DAS 36
WATCH
ALLAN
BANK
CHEQUES
RECEIVED HERE
SONS.
THE GREAT
FAMILY MEDICINE
OF THE AGE.
Masterd
KEATINGS
SCOTLAND
PECIALITE
SHERRY
SHERRYA
CHAPEL DIRE
COLON
EUXIR
ACHETERA BROKEN
DAILY
CILLTARDOU
OCEAN RAIDNAY, & GENERAL JOHN BRINSMEAD "SONY
THURSTON &
LONDON.N
MANUFACTURER
CHEQUE
64.65IED - Advertising Communication 2024

Mediated Communication Definition by Albert Lasker

DEFINING ADVERTISING AS MEDIATED COMMUNICATION
Advertising is salesmanship in print.
Albert Lasker (1880-1952)
Considered the father of Today's advertising: headed the Lord & Thomas Agency in Chicago-one of the
great advertising agencies of the early 20th century.
Advertising Communication - prof. Claudia BuzzettiIED - Advertising Communication 2024

Further Advertising Concepts

MORE DEFINITIONS TO DISCUSS
The Essence of Advertising is Metaphors and Stories.
Advertising is About Building Relationships
Advertising is Content
John Wanamaker, American department store magnate, politician, and civil servant,
famously said: "Half the money I spend on advertising is wasted; the trouble is I
don't know which half.
Advertising Communication - prof. Claudia BuzzettiIED - Advertising Communication 2024

Jacques Séguéla Quote

and remember:
Jacques Séquéla.
Ne dites pas à
mamère que
je suis dans la
publicité ... Elle
me croit pianiste
dans un bordel.
Flammarion
Advertising Communication - prof. Claudia BuzzettiIED - Advertising Communication 2024

Conclusion

thank you ...
see you next week!
Advertising Communication - prof. Claudia Buzzetti