課程信息
4.7
217 ratings
53 reviews
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....
Globe

100% 在線課程

立即開始,按照自己的計劃學習。
Calendar

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Clock

建議:5 hours/week

完成時間大約為9 小時
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English

字幕:English

您將獲得的技能

History Of AdvertisingAdvertisingAdvertising StrategyAdvertising Techniques
Globe

100% 在線課程

立即開始,按照自己的計劃學習。
Calendar

可靈活調整截止日期

根據您的日程表重置截止日期。
Clock

建議:5 hours/week

完成時間大約為9 小時
Comment Dots

English

字幕:English

教學大綱 - 您將從這門課程中學到什麼

1

章節
Clock
完成時間為 2 小時

What is advertising and where did it come from?

Focus on 3 definitions of advertising, one of which emphasizes its antiquity, another its modernity and connections to capitalist society, and a third that traces its evolution from face-to-face salesmanship through print, radio, TV, and now the Internet. In addition, a brief history of American advertising from its European origins through the colonial period in America when most manufactured goods were imported, to the advent of mass production in 19th century America, mass consumption (and the emergence of contemporary advertising as a means to facilitate it), to the present....
Reading
5 個視頻(共 81 分鐘), 1 個閱讀材料, 1 個測驗
Video5 個視頻
1.2 A Brief History of Advertising in America 25分鐘
1.3 Media and Advertising 27分鐘
1.4 About the Hartman Center at Duke University 2分鐘
1.5 About the Advertising Educational Foundation 2分鐘
Reading1 個閱讀材料
What Is Advertising?10分鐘
Quiz1 個練習
Week 1 Quiz20分鐘

2

章節
Clock
完成時間為 2 小時

Am I being manipulated by advertising?

Focus on the public’s fascination with the idea of subliminal advertising (beginning in the 1950s) and continuing somewhat into the present. Public distrust of advertising. Review of the evidence (pro and con) concerning subliminal advertising. Discussion of ethics and advertising, the role of the FTC and various self-policing industry boards that aim to control deceptive advertising....
Reading
3 個視頻(共 63 分鐘), 1 個閱讀材料, 1 個測驗
Video3 個視頻
2.2 Public Perception of the Advertising Profession 19分鐘
2.3 Ethics and Advertsing 20分鐘
Reading1 個閱讀材料
Am I Being Manipulated?10分鐘
Quiz1 個練習
Week 2 Quiz20分鐘

3

章節
Clock
完成時間為 2 小時

What's in an ad beyond that which meets the eye?

This week considers how we understand the meaning of an ad. It considers the problem of author intentionality (largely available to us in the process of understanding ads) and argues that the audience for the ad is perhaps the most important author of its meaning. Borrowing from the field of art history, it discusses interpretative strategies of various sorts....
Reading
3 個視頻(共 73 分鐘), 1 個閱讀材料, 1 個測驗
Video3 個視頻
3.2 Interpreting TV Commercials 22分鐘
3.3 Thinking about Interpretation 26分鐘
Reading1 個閱讀材料
What's in an Ad Beyond That Which Meets the Eye?10分鐘
Quiz1 個練習
Week 3 Quiz20分鐘

4

章節
Clock
完成時間為 2 小時

How do ads get made?

Switching gears this week from looking from outside advertising at it, this week is devoted to the “insider” perspective on the making of ads. It looks at the various functional divisions of ad agencies (management, creative, research, and media) and the roles they play in producing an ad. It tracks the production of an ad from development of a strategy with a client company, the development of creative concepts, the production of ads, optional audience testing, and finally placement in appropriate media. Also discussed: brands and brand management strategies....
Reading
3 個視頻(共 62 分鐘), 1 個閱讀材料, 1 個測驗
Video3 個視頻
4.2 Creativity Case Study 19分鐘
4.3 The Role of Research in Advertising 24分鐘
Reading1 個閱讀材料
How Do Ads Get Made?10分鐘
Quiz1 個練習
Week 4 Quiz 20分鐘
4.7

熱門審閱

創建者 KDJun 15th 2018

What a great course! As an owner of an agency, a marketer and advertiser, I found it very eye opening and enjoyable. I learned a lot that I can apply to our business. Thank you Professor O'Barr.

創建者 GGMay 3rd 2017

I will never look at advertising with the same eyes. It made me understand a lot of our current society and economy. Really suggested if you want to become a more informed citizen and consumer.

講師

Professor William M. O'Barr

Professor
Cultural Anthropology, Sociology and English

關於 Duke University

Duke University has about 13,000 undergraduate and graduate students and a world-class faculty helping to expand the frontiers of knowledge. The university has a strong commitment to applying knowledge in service to society, both near its North Carolina campus and around the world....

常見問題

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

  • No. Completion of a Coursera course does not earn you academic credit from Duke; therefore, Duke is not able to provide you with a university transcript. However, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

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