It is the purpose of the course to introduce students to some of the major issues involving advertising and to explore its underlying principles and practices. On completion of the course, students are expected to be able to understand the historical development of advertising and its place within the consumer culture, demonstrate an understanding of the discussions between supporters and critics, critically evaluate the industry's ethical conduct and regulatory issues, discuss the advertising process, including how an advertising agency works and how to plan and execute advertising. This course gives students the background they need to understand the ways in which advertising messages are developed and produced. The course also provides analytic and critical overviews of specific case studies and indicates paths of inquiry that may be usefully pursued. Students will be expected to attend class regularly, keep up with the readings and participate in class discussions. In addition, students will be expected to complete class assignments and a group project. The goal of the project is for students to apply one or more of the tools presented in class.
Final grades will be based on a final exam and on class presentations. Students in small teams will be required to conduct a short research on the advertising industry, or on a particular aspect of the advertising profession, and present it in class during the second half of the course. The final exam will be an in-class written exam with closed-ended questions (with response choices) and open-ended questions. The exam will test on material covered in class by the date the test is given, including readings, lectures, and discussions.
Materiale didattico e bibliografia
UNIT 1 Material assigned in class (available from course start).
UNITS 2 AND 3 1. Some Stage Setting - Einstein, Mara, Advertising: What Everyone Needs to Know. New York: Oxford University Press, 2017, Chapter 1 "From Advertising to Marketing." - Holt, Douglas, and Cameron, Douglas, Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands. New York: Oxford University Press, 2010, "2. Nike: Reinventing the American Dream." - Sivulka, Juliann, Soap, Sex, and Cigarettes: A Cultural History of American Advertising. Boston, MA: Wadsworth, 2012, pages 2-13, 32-38, 144-147, 192-199 and 202-205.
2. Ethics and Manipulation - Clow, Kenneth E., and Baack, Donald E., Integrated Advertising, Promotion, and Marketing Communications. Essex, UK: Pearson, 2016, pages 424-432. - Phillips, Michael J., Ethics and Manipulation in Advertising: Answering a Flawed Indictment. Westport, CO and London: Quorum Books, 1997, pages 14-31.
3. Meaning - Barthes, Roland, Image Music Text. New York: Hill and Wang, 1977, "Rhetoric of the Image." - Williamson, Judith, Decoding Advertisements: Ideology and Meaning in Advertising. London and New York: Marion Boyars, 1978, Part 1 "Advertising Work." - Berger, Arthur A., Ads, Fads, and Consumer Culture: Advertising's Impact on American Character and Society. London: Rowman and Littlefield, 2015, Chapter 9 "Analyzing Television Commercials." - Jane Caputi, "Perspectives: On Remembering and Forgetting: Charlie Chaplin, IBM, and 1984," Journal of Popular Film and Television, 1986, 14:2, pages 76-79.
4. Design - Clow, Kenneth E., and Baack, Donald E., Integrated Advertising, Promotion, and Marketing Communications. Essex, UK: Pearson, 2016, pages 121-127 and 153-173.
5. Production - Einstein, Mara, Advertising: What Everyone Needs to Know. New York: Oxford University Press, 2017, Chapter 4 "Creative." - Sivulka, Juliann, Soap, Sex, and Cigarettes: A Cultural History of American Advertising. Boston, MA: Wadsworth, 2012, pages 228-241 and 256-283.
6. Paths of Inquiry - Einstein, Mara, Brands of Faith: Marketing Religion in a Commercial Age. London and New York: Routledge, 2008, Chapter 4 "Branding faith." - Nardella, Carlo, "Religious Symbols in Italian Advertising: Symbolic Appropriation and the Management of Consent," Journal of Contemporary Religion, 27, 2, 2012, pp. 217-240.
7. Stereotypes - Reichert, Tom, and Lambiase, Jacqueline, (Eds.), Sex in Advertising: Perspectives on the Erotic Appeal. Mahwah, NJ and London: Lawrence Erlbaum Associates, 2003, Chapter 2 "What Is Sex in Advertising? Perspectives From Consumer Behavior and Social Science Research."
Other recommended readings will be included in the syllabus at the beginning of the course.
STUDENTI NON FREQUENTANTI
Prerequisiti e modalità di esame
Comprehensive written examination on three course textbooks (see "Programma non frequentanti" below).
Materiale didattico e bibliografia
Course textbooks: 1. Integrated Advertising, Promotion, and Marketing Communications. 7th edition; Kenneth E. Clow and Donald Baack. Pearson Education, 2016 [all chapters] 2. Ads, Fads, and Consumer Culture. 5th edition; Arthur Asa Berger. Rowman and Littlefield Publishing, 2015. [all chapters] 3. Advertising and Society: An Introduction. 2nd Edition; edited by Carol J. Pardun. Wiley Blackwell Publishing, 2014. [all chapters]