Advertising and Society

Course
en
English
21 h
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Source
  • From www.coursera.org
Conditions
  • Self-paced
  • Free Access
  • Fee-based Certificate
More info
  • 7 Sequences
  • Introductive Level

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Course details

Syllabus

  • Week 1 - 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 ...
  • Week 2 - 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 o...
  • Week 3 - 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 mea...
  • Week 4 - 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 role...
  • Week 5 - What do ads teach us about race, class, gender, and sexuality?
    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...
  • Week 6 - Does sex sell?
    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 sc...
  • Week 7 - What's the future of advertising?
    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...

Prerequisite

None.

Instructors

Professor William M. O'Barr
Professor
Cultural Anthropology, Sociology and English

Editor

Duke University is a private North American research university located in Durham, North Carolina. The university is named after the Duke dynasty. 

Although the university was not officially founded until 1924 (its roots go back to 1838). Frequently referred to as the "Harvard of the South", Duke is the most selective university in the American South. 

The university is a member of the Association of American Universities, an association which, since 1900, has brought together the elite research universities of North America.

Platform

Coursera is a digital company offering massive open online course founded by computer teachers Andrew Ng and Daphne Koller Stanford University, located in Mountain View, California. 

Coursera works with top universities and organizations to make some of their courses available online, and offers courses in many subjects, including: physics, engineering, humanities, medicine, biology, social sciences, mathematics, business, computer science, digital marketing, data science, and other subjects.

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