- De www.coursera.org
Advertising and Society
- Individualizado
- Acesso livre
- Certificado pago
- 7 sequências
- Introductive Level
Detalhes do curso
Programa de Estudos
- 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...
Pré-requisito
Instrutores
Professor William M. O'Barr
Professor
Cultural Anthropology, Sociology and English
Editor
A Duke University é uma universidade privada de investigação norte-americana situada em Durham, na Carolina do Norte. A universidade tem o nome da dinastia Duke.
Embora a universidade só tenha sido oficialmente fundada em 1924 (as suas raízes remontam a 1838). Frequentemente referida como a "Harvard do Sul", a Duke é a universidade mais selectiva do Sul dos Estados Unidos.
A universidade é membro da Associação das Universidades Americanas, uma associação que, desde 1900, reúne as universidades de investigação de elite da América do Norte.
Plataforma
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