Advertising and Culture.The Role of Advertising in the Globalization of Culture: syllabus
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Week 1
Introduction to Course; History of Advertising
Getting Beneath the Surface: How to Interpret an Advertisement
READ: Judith Williamson, A&SR 1(1)
NOTE: A&SR is an electronic journal accessible through either
Duke Library electronic journals or www.aef.com, either
Of which you must register for.
Week 2
Gender I: Sex, Sexism, and Gender in Advertising
VIDEO: Jean Kilbourne, Still Killing Us Softly III
READ: about Kilbourne and this video prior to class at
www.jeankilbourne.com. Be prepared to discuss what
you learn from the site in class today.
Gender II: Is Advertising So Bad as Kilbourne Thinks?
VIDEO: Jean Kilbourne, Slim Hopes
READ: about this video at www.jeankilbourne.com
before you come to class today.
Week 3
PAPER 1 Due
WRITE an analysis of women in contemporary Italian
print advertisements and television commercials and
programming. Compare what you find to the situtation
in similar contexts in your home country. Limit yourself
to no more than 5 pages and be prepared to report on your
findings in class today.
How Ads Get Made – A Brief Look at Creativity and Production
of Ads
VIDEO: Behind the Scenes, prepare for this by visiting
www.aef.com to learn about the Advertising Educational
Foundation which produced this video
READ: Interview with Paul Cappelli in A&SR
Week 4
Gender III: Masculinity and Advertising
VIDEO: Tough Guise in class, but prepare for the
video by reading about it at www.mediaed.org
READ: Proving Manhood by Timothy Beneke,
Available on the VIU website
Discussion of Tough Guise and the readings on masculinity
in class, be prepared to voice your opinions and views
Week 5
PAPER 2 Due
WRITE a similar paper about men and advertising to
the one you did about women. Add to it a discussion
of the differences between the treatment of women and
men in advertising.GUEST SPEAKER
New Frontiers I: Advertising in China – Governmental Regulations
Week 6
The Advertising of Tobacco in America, Europe, and China
VIDEO: Pack of Lies, prepare for this class by reading
about the video in advance at www.mediaed
Advertising and Capitalism
READ: Visit the website of Sut Jhally at www.sutjhally.com
and learn what you can about him; read the interview of Jhally
on the VIU website before class
VIDEO: Advertising and the End of the World
Week 7
New Frontiers 2: Advertising in Russia – Socialism to Capitalism
TO BE ANNOUNCED (time and date): Field Trip to the Scuola Grande di San Rocco
PAPER 3 Due
WRITE a paper about any single piece of art in Venice (choose
something that interests you particularly) and discuss the
artist, his/her sponsors, and ownership of the art. Include a
reproduction of the work of art that you discuss in your paper
of no more than 5 pages in length.
Week 8
Orientalism in Art and Advertising
VIDEO: Edward Said on Orientalism
Orientalism in European and American Advertising: Some Examples
In class we will consider the treatment of foreigners (that is,
non-Americans) and minorities (e.g., African-Americans)
in American advertising and compare these representations to
similar patterns in European advertising
Week 9
PAPER 4 Due
WRITE a paper about the treatment of foreigners and/or
minorities in Italian art and advertising; use resources
on the Internet that you can find, in the Reading Room at
VIU, and that you are able to collect otherwise in Venice.
The Globalization of Advertising – Part I
READ: Interview of Marcio Moriera in A&SR
Week 10
The Globalization of Advertising – Part II
VISIT the website of CocaCola and McDonald’s and
be prepared to discuss how these global corporations
present themselves through the Internet, paying special
attention to their advertising; the sites are www.coca-cola
and www.mcdonalds.com
GUEST SPEAKER
Week 11
New Frontiers 3: Advertising to Gays and Lesbians
VISIT the website of www.commercialcloset.com and
learn what you can about the history of advertising and
the representation of gays/lesbians as well as marketing
to this specific “target” group
More New Frontiers 4: Brazil
Week 12
More New Frontiers: India
The Future of Advertising
PAPER 5 Due
WRITE a final paper in which you discuss this proposition:
“There is much in an advertisement beyond that which meets
the eye.” Use this final paper to synthesize the materials we
have covered in the course in formulating your discussion.
Include specific references to ads we have seen in class and/or
reproductions of any new materials that you discuss.
NOTE: There is no final examination in this class. The 5 papers constitute all written work in the course.
