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.

Traffic lights

Read about what's good

what should give you pause

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's societal and cultural impact

According to learners, this course provides a largely positive (positive) exploration of how advertising shapes and reflects society. Many students found the content on the historical context and societal impact (positive) of advertising insightful, particularly the analysis of race, class, gender, and sexuality (positive) depicted in ads. The course is described as having an academic and theoretical focus (neutral), which some appreciated for its depth, while others seeking practical ad creation skills found it less directly applicable. The lectures are generally considered informative and well-structured (positive), offering a solid framework for analysis. While it doesn't teach you how to make ads, it offers a valuable perspective (positive) on the cultural significance of advertising.

Explores concepts through an academic lens.

"The course is quite academic, focusing heavily on theory and analysis rather than practical application."

"If you want to learn *how* to create ads, this isn't the course. It's about analyzing their meaning."

"I appreciated the theoretical frameworks provided; they help break down complex ads."

"It's a good course if you're interested in the academic study of media and culture."

"Requires a willingness to engage with theoretical concepts and historical analysis."

Weekly quizzes test understanding of material.

"The weekly quizzes were helpful for checking my understanding."

"Quizzes covered key points from the lectures."

"I found the quizzes fair and a good way to review."

"They aren't difficult, but they ensure you paid attention to the videos."

"A simple way to reinforce the main ideas each week."

Covers the origins and evolution of advertising.

"Learning the history of advertising provided essential context."

"The early modules covering the origins were surprisingly interesting."

"Understanding where advertising came from helps analyze its present form."

"I liked seeing how advertising has evolved over time."

"The historical overview sets a strong foundation for the rest of the course."

Lectures are clear, engaging, and informative.

"The lectures were very informative and easy to follow."

"The instructor is knowledgeable, and the lectures provide good examples."

"I found the video lectures well-paced and clearly explained the concepts."

"Lectures effectively use visual examples to illustrate points."

"The way the lectures connect theory to specific advertisements is excellent."

Examines advertising's broader role in society.

"I learned how advertising influences culture and reflects societal values."

"This course really opened my eyes to the social and cultural implications of advertising, beyond just selling products."

"Understanding the historical and societal context was the most valuable part for me."

"It's great for understanding advertising's role in shaping ideas about gender, race, etc."

"The analysis of how ads depict social themes is fascinating and relevant."

Some examples may not reflect current trends.

"While the theories are relevant, some of the ad examples felt a bit outdated, especially in the later weeks."

"I wished there were more contemporary examples of digital or social media advertising."

"The focus is heavily on print and TV ads; less on modern digital formats."

"Could benefit from updated examples reflecting current advertising practices."

"Felt like some parts focused on older media formats."

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.

Browse courses on Advertising

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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.

Browse courses on Advertising

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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.

Browse courses on Advertising

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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.

Browse courses on Advertising

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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.

Browse courses on Advertising

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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.

See salaries and explore the career path for Creative Director

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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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

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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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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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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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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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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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

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.

See salaries and explore the career path for Art Director

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.

See salaries and explore the career path for Social Media Manager

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.

See salaries and explore the career path for Market Researcher