课程信息
4,963

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完成时间大约为9 小时

英语(English)

字幕:英语(English)

您将获得的技能

History Of AdvertisingAdvertisingAdvertising StrategyAdvertising Techniques

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

完成时间大约为9 小时

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间为 2 小时

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....
5 个视频 (总计 81 分钟), 1 个阅读材料, 1 个测验
5 个视频
1.2 A Brief History of Advertising in America 25分钟
1.3 Media and Advertising 27分钟
1.4 About the Hartman Center at Duke University 2分钟
1.5 About the Advertising Educational Foundation 2分钟
1 个阅读材料
What Is Advertising?10分钟
1 个练习
Week 1 Quiz20分钟
2
完成时间为 2 小时

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....
3 个视频 (总计 63 分钟), 1 个阅读材料, 1 个测验
3 个视频
2.2 Public Perception of the Advertising Profession 19分钟
2.3 Ethics and Advertsing 20分钟
1 个阅读材料
Am I Being Manipulated?10分钟
1 个练习
Week 2 Quiz20分钟
3
完成时间为 2 小时

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....
3 个视频 (总计 73 分钟), 1 个阅读材料, 1 个测验
3 个视频
3.2 Interpreting TV Commercials 22分钟
3.3 Thinking about Interpretation 26分钟
1 个阅读材料
What's in an Ad Beyond That Which Meets the Eye?10分钟
1 个练习
Week 3 Quiz20分钟
4
完成时间为 2 小时

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....
3 个视频 (总计 62 分钟), 1 个阅读材料, 1 个测验
3 个视频
4.2 Creativity Case Study 19分钟
4.3 The Role of Research in Advertising 24分钟
1 个阅读材料
How Do Ads Get Made?10分钟
1 个练习
Week 4 Quiz 20分钟
5
完成时间为 1 小时

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....
3 个视频 (总计 42 分钟), 1 个阅读材料, 1 个测验
3 个视频
5.2 Gender Representations in Ads - Part 2 11分钟
5.3 Depictions of Gender in Mad Men 16分钟
1 个阅读材料
What Do Ads Teach Us about Race, Class, Gender and Sexuality?10分钟
1 个练习
Week 5 Quiz20分钟
6
完成时间为 1 小时

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....
3 个视频 (总计 51 分钟), 1 个阅读材料, 1 个测验
3 个视频
6.2 Does Sex Sell? - Part 2 16分钟
6.3 Niche Marketing: Gay Consumers 20分钟
1 个阅读材料
Does Sex Sell?10分钟
1 个练习
Week 6 Quiz20分钟
7
完成时间为 1 小时

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....
3 个视频 (总计 53 分钟), 1 个阅读材料, 1 个测验
3 个视频
7.2 What's the Future of Advertising? - Part 2 13分钟
7.3 What's the Future of Advertising? - Part 3 17分钟
1 个阅读材料
What's the Future of Advertising?10分钟
1 个练习
Week 7 Quiz20分钟
4.7
65 个审阅Chevron Right

17%

通过此课程获得实实在在的工作福利

20%

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热门审阅

创建者 KDJun 15th 2018

What a great course! As an owner of an agency, a marketer and advertiser, I found it very eye opening and enjoyable. I learned a lot that I can apply to our business. Thank you Professor O'Barr.

创建者 GGMay 3rd 2017

I will never look at advertising with the same eyes. It made me understand a lot of our current society and economy. Really suggested if you want to become a more informed citizen and consumer.

讲师

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Professor William M. O'Barr

Professor
Cultural Anthropology, Sociology and English

关于 杜克大学

Duke University has about 13,000 undergraduate and graduate students and a world-class faculty helping to expand the frontiers of knowledge. The university has a strong commitment to applying knowledge in service to society, both near its North Carolina campus and around the world....

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