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Advertising and Society
课程
en
英语
21 时
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- 7 序列
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课程详情
教学大纲
- 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...
先决条件
没有。
讲师
Professor William M. O'Barr
Professor
Cultural Anthropology, Sociology and English
编辑
杜克大学是一所位于北卡罗来纳州达勒姆的北美私立研究型大学。该大学以杜克王朝的名字命名。
虽然该大学直到 1924 年才正式成立（其根源可追溯到 1838 年）。杜克大学经常被称为 "南方的哈佛"，是美国南方选拔最严格的大学。
该大学是美国大学协会的成员，自 1900 年以来，该协会一直将北美的精英研究型大学聚集在一起。
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Coursera是一家数字公司，提供由位于加利福尼亚州山景城的计算机教师Andrew Ng和达芙妮科勒斯坦福大学创建的大型开放式在线课程。
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