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Advertising and Society

Approx. 12 hours to complete

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Course Summary

This course explores the role of advertising in modern society and how it impacts business, culture, and communication. Students will learn how to create effective advertising campaigns and analyze the effectiveness of existing ones.

Key Learning Points

Understand the history and evolution of advertising
Learn how to create effective advertising campaigns
Analyze the impact of advertising on culture and society

Learning Outcomes

Develop effective advertising campaigns
Analyze the impact of advertising on culture and society
Apply marketing psychology principles to advertising

Prerequisites or good to have knowledge before taking this course

Basic understanding of marketing principles
Familiarity with popular advertising campaigns

Course Difficulty Level

Intermediate

Course Format

Online self-paced course
Video lectures
Quizzes and assignments

Similar Courses

Marketing Analytics
Brand Management

Related Education Paths

Notable People in This Field

Seth Godin
Gary Vaynerchuk

Related Books

Description

This course examines the relation of advertising to society, culture, history, and the economy. Using contemporary theories about visual communications, we learn to analyze the complex levels of meaning in both print advertisements and television commercials.

About the Course The course covers a wide range of topics, including the origins of advertising, the creation of ads, the interpretation of ads, the depiction of race, class, gender, and sexuality in advertising, sex and selling, adverting and ethics, and the future of advertising. The lectures will discuss theoretical frameworks and apply them to specific advertisements. Course Syllabus Week 1: What is advertising and where did it come from? Week 2: Am I being manipulated by advertising? Week 3: What’s in an ad beyond that which meets the eye? Week 4: How do ads get made? Week 5: What do ads teach us about race, class, gender, and sexuality? Week 6: Does sex sell? Week 7: What is the future of advertising? Recommended Background No background is required; everyone is welcome! Suggested Readings Although the lectures are designed to be self-contained, we recommend that students refer to the free online textbook ADTextOnline.org. Other free resources will be suggested for each week’s module. Course Format Most videos will be lectures with instructor talking. Each lecture will be illustrated with PowerPoint slides, print advertisements, and TV commercials. The videos for each week will consist of segments that add up to about an hour. Each week will have one quiz that will appear as stand-alone homework. All resources beyond lectures will be available online to students at no charge. Most of these will be from ADTextOnline.org. Others will be visits to the sites of ad agencies in the US and abroad, open access websites that deal with course topics, and open-access journal articles.

Outline

What is advertising and where did it come from?
1.1 What Is Advertising?
1.2 A Brief History of Advertising in America
1.3 Media and Advertising
1.4 About the Hartman Center at Duke University
1.5 About the Advertising Educational Foundation
What Is Advertising?
Week 1 Quiz

Am I being manipulated by advertising?
2.1 Subliminal Advertising
2.2 Public Perception of the Advertising Profession
2.3 Ethics and Advertsing
Am I Being Manipulated?
Week 2 Quiz

What's in an ad beyond that which meets the eye?
3.1 How Ads Mean What They Do to Us
3.2 Interpreting TV Commercials
3.3 Thinking about Interpretation
What's in an Ad Beyond That Which Meets the Eye?
Week 3 Quiz

How do ads get made?
4.1 How Do Ads Get Made?
4.2 Creativity Case Study
4.3 The Role of Research in Advertising
How Do Ads Get Made?
Week 4 Quiz

What do ads teach us about race, class, gender, and sexuality?
5.1 Gender Representations in Ads - Part 1
5.2 Gender Representations in Ads - Part 2
5.3 Depictions of Gender in Mad Men
What Do Ads Teach Us about Race, Class, Gender and Sexuality?
Week 5 Quiz

Does sex sell?
6.1 Does Sex Sell? - Part 1
6.2 Does Sex Sell? - Part 2
6.3 Niche Marketing: Gay Consumers
Does Sex Sell?
Week 6 Quiz

What's the future of advertising?
7.1 What's the Future of Advertising? - Part 1
7.2 What's the Future of Advertising? - Part 2
7.3 What's the Future of Advertising? - Part 3
What's the Future of Advertising?
Week 7 Quiz

Summary of User Reviews

This course on the role of advertising has received high praise from users. Many found the course engaging and informative, with a great mix of theory and practical examples.

Key Aspect Users Liked About This Course

The course has a great mix of theory and practical examples.

Pros from User Reviews

Engaging and informative course
Great mix of theory and practical examples
Excellent instructor
Good pace and structure
Useful assignments and quizzes

Cons from User Reviews

Some users found the course content too basic
A few technical issues with videos and quizzes
Lack of interaction with other students
Limited opportunity for feedback from the instructor
No certificate of completion for free version

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