Advertising and Society from Coursera

This course examines the relation of advertising to society, culture, history, and the economy. Using contemporary theories about visual communications, we learn to analyze the complex levels of meaning in both print advertisements and television commercials.

About the Course

The course covers a wide range of topics, including the origins of advertising, the creation of ads, the interpretation of ads, the depiction of race, class, gender, and sexuality in advertising, sex and selling, adverting and ethics, and the future of advertising. The lectures will discuss theoretical frameworks and apply them to specific advertisements.

Course Syllabus

Week 1: What is advertising and where did it come from?

Week 2: Am I being manipulated by advertising?

Week 3: What’s in an ad beyond that which meets the eye?

Week 4: How do ads get made?

Week 5: What do ads teach us about race, class, gender, and sexuality?

Week 6: Does sex sell?

Week 7: What is the future of advertising?

Recommended Background

No background is required; everyone is welcome!

Syllabus

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 addition, a brief history of American advertising from its European origins through the colonial period in America when most manufactured goods were imported, to the advent of mass production in 19th century America, mass consumption (and the emergence of contemporary advertising as a means to facilitate it), to the present.

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 of ethics and advertising, the role of the FTC and various self-policing industry boards that aim to control deceptive advertising.

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 meaning. Borrowing from the field of art history, it discusses interpretative strategies of various sorts.

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 roles they play in producing an ad. It tracks the production of an ad from development of a strategy with a client company, the development of creative concepts, the production of ads, optional audience testing, and finally placement in appropriate media. Also discussed: brands and brand management strategies.

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 it also is likely to show the product in its context of use at breakfast. The imagery in the ad will lay out who does the serving, who cooks the breakfast, who gets to sit and be served, what a family should look like, and so on. Through analysis of these secondary messages, we come to learn that advertising instills ideas about gender, race, social class, and sexuality. We will also study the depiction of these themes in the popular TV program "Mad Men," allowing us to talk about how these issues were managed in the lives of ad agency people as well as in the ads they produced.

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 scholars believe that advertising teaches us a great deal about sex itself, plays a significant role in defining our culture’s ideas about what is sexy, and helps shape our ideas about sexuality.

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 proliferation of channels, the ability of consumers to time shift, and so on. It is the Internet however that is transforming advertising and challenging its very existence. Social media, consumer written ads, popup ads that are highly targeted to consumers on the basis of their purchasing and surfing habits, and so on make the future unpredictable. One author predicts its demise in his book, "The End of Advertising as We Know It." We will examine emergent trends in the seemingly never ending battle of finding the best means of establishing communication between companies and their prospective clients.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores the evolution of advertising from its inception through modern-day practices, providing a historical context for the industry

Examines the intricate ways in which advertising influences society, culture, and the economy, making it relevant to a wide audience

Employs contemporary theories of visual communications, equipping learners with analytical tools for deciphering advertising messages

Features lectures from Professor O'Barr, who brings a wealth of academic expertise and industry experience to the course

Provides a comprehensive overview of advertising, from its creation and interpretation to its impact on various societal aspects

Analyzes the depiction of race, class, gender, and sexuality in advertising, making it relevant to those interested in social justice and media representation

Reviews summary

Advertising basics

Learners say Advertising and Society is a great advertising course for anyone interested in advertising or working for a creative agency. The professor is very knowledgeable and uses classic and modern examples of advertisements. Students found it easy and interesting to listen to. It is more like watching a documentary about advertising than an actual class. Do not expect any particular insights.

The course is more like watching a documentary about advertising than an actual class.

"Do not expect any particular insight. It is more like watching a documentary about advertising."

The content of the course was easy and interesting.

"Easy and interesting. It is a pleasure to listen the professor."

The professor is very knowledgeable and engaging.

"Great course if you're interested in advertising or work for a creative agency."

"Professor is very knowledgeable and he includes classic as well as modern examples of advertisements."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Advertising and Society with these activities:

Create a collection of your favorite advertisements

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Creating a collection of your favorite advertisements will help you to identify the elements that make an advertisement effective.

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Browse through different advertising channels (e.g., TV, print, online) to find advertisements that you like.
Save the advertisements to a folder on your computer or in a digital scrapbook.
Write a brief description of each advertisement, explaining why you like it.

Watch tutorials on how to create effective advertisements

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Watching tutorials on how to create effective advertisements will help you to learn from the experts in the field.

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Search for tutorials on YouTube or other online platforms.
Watch the tutorials and take notes on the key points.
Apply what you have learned to your own advertising work.

Read the textbook

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Reading the textbook will provide you with a comprehensive overview of the advertising industry and its impact on society and the economy.

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Start by reading the introduction and overview chapters to get a general understanding of the advertising industry.
Read the chapters on the history of advertising, the advertising process, and the different types of advertising.
Read the chapters on the effects of advertising on society and the economy.
Complete the end-of-chapter exercises to test your understanding of the material.

Four other activities

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Attend industry events

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Attending industry events will help you to connect with other professionals in the field and learn about the latest trends.

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Find industry events in your area.
Register for the events and attend them.
Network with other attendees and learn about their work.

Read the book 'The Power of Advertising' by John Philip Jones

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This book will provide you with a fascinating insight into the history of advertising and its impact on our culture.

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Read the introduction and first few chapters to get a general overview of the book's main arguments.
Read the chapters on the different types of advertising and their effectiveness.
Read the chapters on the ethical implications of advertising.
Finish the book by reading the conclusion and reflecting on the main points.

Write a blog post about a current advertising campaign

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Writing a blog post about a current advertising campaign will help you to analyze and evaluate the effectiveness of the campaign.

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Choose an advertising campaign that you are interested in.
Research the campaign and its objectives.
Write a blog post that analyzes the campaign's creative, strategy, and effectiveness.
Publish your blog post and share it with others.

Develop an advertising campaign for a new product

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Developing an advertising campaign for a new product will help you to apply the principles of advertising that you have learned in the course.

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Define the target audience for the product.
Develop a creative brief for the advertising campaign.
Create the advertising campaign, including the creative, the media plan, and the budget.
Present your advertising campaign to a panel of experts.

Career center

Learners who complete Advertising and Society will develop knowledge and skills that may be useful to these careers:

Advertising Professor

Advertising and Society will help build a foundation for your role as an Advertising Professor by providing you with a comprehensive understanding of the field. This course covers a wide range of topics, including the origins of advertising, the creation of ads, the interpretation of ads, and the depiction of race, class, gender, and sexuality in advertising. This knowledge will equip you to teach students about the history, theory, and practice of advertising.

See salaries and explore the career path for Advertising Professor

Creative Director

As a Creative Director, a deep understanding of advertising is essential, Advertising and Society will provide you with that understanding. This course offers a comprehensive overview of the field, including the creation, interpretation, and depiction of race, class, gender, and sexuality in advertising. With a solid grasp of these concepts, you'll be better equipped to lead creative teams and develop innovative advertising campaigns that capture the attention of consumers.

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Brand Manager

Advertising and Society will help build a foundation for your role as a Brand Manager as it provides a comprehensive understanding of advertising and its impact on society. The course covers topics such as the origins of advertising, the creation of ads, the interpretation of ads, and the depiction of race, class, gender, and sexuality in advertising. This knowledge will equip you to develop and manage effective brand strategies that resonate with target audiences.

See salaries and explore the career path for Brand Manager

Marketing Analyst

Advertising and Society will help build a foundation for your role as a Marketing Analyst as it provides a comprehensive understanding of advertising and its impact on society. This course covers topics such as the origins of advertising, the creation of ads, the interpretation of ads, and the depiction of race, class, gender, and sexuality in advertising. This knowledge will equip you to analyze advertising data and develop effective marketing strategies.

See salaries and explore the career path for Marketing Analyst

Marketing Consultant

Advertising and Society will help build a foundation for your role as a Marketing Consultant as it provides a comprehensive understanding of advertising and its impact on society. This course will provide you with the knowledge and skills you need to develop and implement effective marketing strategies for your clients.

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Copywriter

Advertising and Society will help build a foundation for your role as a Copywriter by providing you with a solid understanding of advertising and its impact on society. This course covers topics such as the origins of advertising, the creation of ads, the interpretation of ads, and the depiction of race, class, gender, and sexuality in advertising. This knowledge will equip you to develop effective and engaging advertising copy that resonates with target audiences.

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Media Buyer

As a Media Buyer, understanding how advertising works is crucial, Advertising and Society will provide you with the necessary knowledge. This course explores a wide range of topics in advertising, including the creation, interpretation, and depiction of race, class, gender, and sexuality in advertising. With a deeper understanding of these concepts, you'll be better equipped to make strategic decisions about media placements and negotiate effectively with advertising agencies.

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Public relations manager

Advertising and Society will help build a foundation for your role as a Public Relations Manager, as it provides a comprehensive understanding of advertising and its impact on society, culture, and the economy. Furthermore, this course includes a critical examination of advertising ethics, which will equip you to handle public relations issues related to advertising in a responsible and effective manner.

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Writer

Advertising and Society will help build a foundation for your role as a Writer by providing you with a comprehensive understanding of the complex levels of meaning in both print advertisements and television commercials. This course emphasizes the relationship between advertising and culture, history, and the economy, which will provide you with valuable insights into the industry that you can apply to your writing.

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Account Manager

Advertising and Society will help build a foundation for your role as an Account Manager, providing you with a comprehensive understanding of the field. This course will provide you with valuable knowledge about the creation, interpretation, and depiction of race, class, gender, and sexuality in advertising, which will allow you to better understand the needs of your clients and develop effective advertising campaigns that resonate with their target audiences.

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Marketing Manager

Advertising and Society will help build a foundation for your role as a Marketing Manager by providing you with a solid understanding of the advertising industry and marketing theory.This course provides an in-depth examination of the relationship between advertising and society, which will give you a comprehensive perspective on the field, enabling you to make more informed decisions and develop effective marketing campaigns.

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Social Media Manager

Advertising and Society may be useful for a Social Media Manager as it provides a comprehensive overview of advertising, including the creation, interpretation, and depiction of race, class, gender, and sexuality in advertising. This knowledge will provide you with a solid foundation in the field and help you to develop effective social media campaigns that resonate with target audiences.

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Art Director

Advertising and Society may be useful for an Art Director as it offers a comprehensive overview of advertising, including the creation, interpretation, and depiction of race, class, gender, and sexuality in advertising. This knowledge will provide you with a solid foundation in the field and help you to develop visually appealing and effective advertising campaigns.

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Market Researcher

Advertising and Society may be useful for a Market Researcher as it provides a comprehensive overview of advertising, including the creation, interpretation, and depiction of race, class, gender, and sexuality in advertising. This knowledge will provide you with a solid foundation in the field and help you to conduct effective market research that informs advertising campaigns.

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Brand Strategist

Advertising and Society may be useful for a Brand Strategist as it provides a comprehensive overview of advertising, including the creation, interpretation, and depiction of race, class, gender, and sexuality in advertising. This knowledge will provide you with a solid foundation in the field and help you to develop effective brand strategies that resonate with target audiences.

See salaries and explore the career path for Brand Strategist