課程信息
4,677 次近期查看

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為9 小時

英語(English)

字幕:英語(English), 西班牙語(Spanish)

您將獲得的技能

History Of AdvertisingAdvertisingAdvertising StrategyAdvertising Techniques

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為9 小時

英語(English)

字幕:英語(English), 西班牙語(Spanish)

教學大綱 - 您將從這門課程中學到什麼

1
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.

...
5 個視頻 (總計 81 分鐘), 1 個閱讀材料, 1 個測驗
5 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
1 個閱讀材料
What Is Advertising?10分鐘
1 個練習
Week 1 Quiz20分鐘
2
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.

...
3 個視頻 (總計 63 分鐘), 1 個閱讀材料, 1 個測驗
3 個視頻
2.2 Public Perception of the Advertising Profession 19分鐘
2.3 Ethics and Advertsing 20分鐘
1 個閱讀材料
Am I Being Manipulated?10分鐘
1 個練習
Week 2 Quiz20分鐘
3
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.

...
3 個視頻 (總計 73 分鐘), 1 個閱讀材料, 1 個測驗
3 個視頻
3.2 Interpreting TV Commercials 22分鐘
3.3 Thinking about Interpretation 26分鐘
1 個閱讀材料
What's in an Ad Beyond That Which Meets the Eye?10分鐘
1 個練習
Week 3 Quiz20分鐘
4
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.

...
3 個視頻 (總計 62 分鐘), 1 個閱讀材料, 1 個測驗
3 個視頻
4.2 Creativity Case Study 19分鐘
4.3 The Role of Research in Advertising 24分鐘
1 個閱讀材料
How Do Ads Get Made?10分鐘
1 個練習
Week 4 Quiz 20分鐘
4.7
65 個審閱Chevron Right

17%

通過此課程獲得實實在在的工作福利

20%

加薪或升職

來自广告与社会的熱門評論

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

Avatar

Professor William M. O'Barr

Professor
Cultural Anthropology, Sociology and English

關於 杜克大学

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

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您购买证书后,将有权访问所有课程材料,包括评分作业。完成课程后,您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

  • 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.

還有其他問題嗎?請訪問 學生幫助中心