Advertising and Society

所在平台: Coursera

课程主页: https://www.coursera.org/learn/role-of-advertising

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课程简介

课程名称：广告与社会 课程概述： 本课程探讨了广告与社会、文化、历史和经济之间的关系。通过当代视觉传播理论，我们学习分析印刷广告和电视商业中的复杂意义层次。 课程内容： 课程涵盖了一系列主题，包括广告的起源、广告的创作与解读、广告中关于种族、阶级、性别和性向的表现、性与销售、广告与伦理以及广告的未来。讲座将讨论理论框架，并将其应用于具体广告分析。 课程大纲： - 第一周：广告是什么，它的起源是什么？ - 第二周：我是否被广告操控了？ - 第三周：广告中除了眼前所见还有什么？ - 第四周：广告是如何制作的？ - 第五周：广告教会了我们什么关于种族、阶级、性别和性向？ - 第六周：性是否真的能销售？ - 第七周：广告的未来是什么？ 推荐背景： 本课程对所有人开放，无需任何背景知识。 建议阅读： 虽然讲座设计为自给自足，我们建议学生参考免费的在线教材ADTextOnline.org。每周的模块还会推荐其他免费的资源。 课程形式： 大多数视频将是讲师授课，讲座将通过PowerPoint幻灯片、印刷广告和电视商业进行说明。每周视频将汇总约一小时。每周将有一次独立的测验作业。所有讲座外的资源将在线提供，完全免费，主要来自ADTextOnline.org，其他资源包括美国及海外广告公司的访问、与课程主题相关的开放访问网站和期刊文章。 每周内容详细描述： - 第1周：探讨广告的三种定义，其历史与现代资本社会的关系。 - 第2周：讨论公众对潜意识广告的关注及对广告的不信任。 - 第3周：分析广告的意义构建，强调受众在理解广告中的重要性。 - 第4周：从内部视角了解广告的制作过程及各部门的角色。 - 第5周：分析广告中的种族、阶级、性别及性向的次要信息。 - 第6周：研究性别图像在广告中的应用及其对文化的影响。 - 第7周：探讨当前广告历史中的变革，未来广告形式的不确定性。 该课程不仅为希望深入了解广告与社会关系的学生提供了丰富内容，也为所有对此领域感兴趣的人士提供了入门的机会。

课程大纲

Name:What is advertising and where did it come from?

Description: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.

Name:Am I being manipulated by advertising?

Description: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.

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

Description: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.

Name:How do ads get made?

Description: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.

Name:What do ads teach us about race, class, gender, and sexuality?

Description:This week focuses on what ads teach about race, class, gender, and sexuality as a kind of secondary messages beyond the overt messages promoting products and services. For example, an orange juice commercial may promote the health benefits of orange juice but it also is likely to show the product in its context of use at breakfast. The imagery in the ad will lay out who does the serving, who cooks the breakfast, who gets to sit and be served, what a family should look like, and so on. Through analysis of these secondary messages, we come to learn that advertising instills ideas about gender, race, social class, and sexuality. We will also study the depiction of these themes in the popular TV program "Mad Men," allowing us to talk about how these issues were managed in the lives of ad agency people as well as in the ads they produced.

Name:Does sex sell?

Description:Sexual imagery permeates modern advertising, but does it actually help see goods and services? The verdict on this is not a clear yes or no. But there is another very important question wrapped up in all this: what kind of sex does advertising sell? Some scholars believe that advertising teaches us a great deal about sex itself, plays a significant role in defining our culture’s ideas about what is sexy, and helps shape our ideas about sexuality.

Name:What's the future of advertising?

Description:The present moment in advertising history is one of great turmoil. The TV commercial is rapidly fading from its preeminence as the major advertising format. The once mass audiences for television programming and accompanying ads are already diminished by the proliferation of channels, the ability of consumers to time shift, and so on. It is the Internet however that is transforming advertising and challenging its very existence. Social media, consumer written ads, popup ads that are highly targeted to consumers on the basis of their purchasing and surfing habits, and so on make the future unpredictable. One author predicts its demise in his book, "The End of Advertising as We Know It." We will examine emergent trends in the seemingly never ending battle of finding the best means of establishing communication between companies and their prospective clients.

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