This course has two objectives: to teach the fundamentals of advertising practice, and to critically examine the effects of advertising upon individuals and societies.
Advertising surrounds us. Billboards and commercials signs line our streets and highways. TV and radio are flooded with ads and logos, as are web sites, search engines, clothes, coffee cups, magazines, sports arenas …
Advertising is important from both commercial and cultural perspectives. Many of you know that, by the time you are18, you will seen over 200,000 television advertisements. What you may not know is that the advertising industry accounts for more than $250 billion annually in economic activity in North America alone, and it is one of the largest industries in the world. Google, for example, is worth approximately $180 billion, and generates almost all its revenues from search advertising.
Much more than simply informing consumers about products and services, however, advertising is a huge and often unconscious force in our lives, and in its many forms helps to shape our view of the world and of ourselves. Believing that you are unaffected is simply not a defense.
Why do organizations advertise? Who creates these ads? How is this accomplished? How does advertising influence the individual and society? Who monitors the advertisers? What is advertising’s role in the creation of attitudes in the various societies where it appears? Are we being unduly influenced by this bombardment, and if so, how can we prevent this? These and numerous related issues will be addressed in this course.
Note that this course has no prerequisites.
TEACHING METHODS
Teaching methods will involve a combination of readings, lectures, videos, in-class workshops, written reports, one in-class test, and extensive class discussions and presentations. Your participation, opinions and analyses are an essential element of this course.
COURSE TEXT
There is no required course text, but there are required readings, videos, web sites, and other supplementary materials. For those who would like to delve more deeply into the formal practice of advertising, Keith Tuckwell’s CANADIAN ADVERTISING, published by Prentice Hall Canada Ltd., is an excellent general reference. Course Web site is:
DESCRIPTION OF COURSE TOPICS
Course topics will be selected from among, but may not be limited to, the following:
An overview of advertising from historical, social, and commercial perspectives. Types of advertising and advertising media. Key advertising concepts. Visual, media, and advertising literacy. Psychology and neuro-psychology of advertising. Cultural effects. Short histories of print, radio, out-of-home, television, and Web advertising. Youth market advertising. Automobile advertising. Political advertising and its relationship to political structures. Alcoholic beverage advertising. Children’s advertising. Cigarette advertising. New product introductions. Product placements. Infomercials. The future of advertising. Advertising models on the World Wide Web. Ad busters and culture jamming.
NOTE: The course content and schedule will be finalized after consultation with members of the class, and after an analysis of their particular interests and backgrounds.
MARKING/EVALUATION SCHEME
Participation 15%
Individual Term Project - Advertising analysis or alternate 25%
Mid-term Test 20%
Simulations (2, 7.5% each) 15%
Group Project – Complete advertising campaign 25%
ASSIGNMENT DESCRIPTIONS/ SCHEDULE
• Analysis of a commercial will require you to do a full analysis and presentation (using key course concepts) of a 15 or 30-second television commercial. Due weeks 5, 6 (Feb. 21 and 28)
• The Individual Term Project can be a written analysis of an existing advertising campaign, or may be an alternate assignment if is has been cleared with the instructor. Length: 5 typed pages. Due week 14 (May 2).
• The Major Group Project - advertising campaign will entail working in pairs to create and implement a complete advertising campaign. Class time will be allocated for workshopping of various aspects of the campaign. Final campaign presentations will be held in class. Length and format to be discussed and determined in class. Due weeks 13, 14 (April 18, 25)
· Simulations – twice during the term, groups will undertake a simulation of complete advertising campaign for a product, service, or a PSA, and then present their work to class for class evaluation. Various due dates. Due Feb. 14 and March 28
• Participation grades will be a function of the quality and quantity of your individual participation (responding to questions, participating in class discussions, and working with others in groups). Your effectiveness in groups will be evaluated by other group members. Lack of quality participation, or disruptive behavior in-class or in groups will negatively affect this component of your grade.
