Advertising and Society

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Английский
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

L'université Duke est une université de recherche privée nord-américaine, située à Durham (Caroline du Nord). L'université est nommée d'après la dynastie Duke. 

Bien que l'université ne fût officiellement fondée qu'en 1924 (ses racines remontent jusqu'en 1838). Fréquemment appelée la « Harvard du Sud », Duke est l'université la plus sélective du Sud des États-Unis. 

L'université est membre de l'Association des universités américaines, une association qui, depuis 1900, regroupe les universités de recherches d'élite d'Amérique du Nord.

Platform

Coursera - это цифровая компания, предлагающая массовые открытые онлайн-курсы, основанные учителями компьютеров Эндрю Нгом и Стэнфордским университетом Дафни Коллер, расположенные в Маунтин-Вью, штат Калифорния.

Coursera работает с ведущими университетами и организациями, чтобы сделать некоторые из своих курсов доступными в Интернете, и предлагает курсы по многим предметам, включая: физику, инженерию, гуманитарные науки, медицину, биологию, социальные науки, математику, бизнес, информатику, цифровой маркетинг, науку о данных и другие предметы.

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