课程信息
4.7
230 个评分
56 个审阅
100% 在线

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

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(小时)

完成时间大约为10 小时

建议:6 hours/week...
可选语言

英语(English)

字幕:英语(English)

您将获得的技能

History Of AdvertisingAdvertisingAdvertising StrategyAdvertising Techniques
100% 在线

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

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(小时)

完成时间大约为10 小时

建议:6 hours/week...
可选语言

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(小时)
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....
Reading
5 个视频 (总计 81 分钟), 1 个阅读材料, 1 个测验
Video5 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
Reading1 个阅读材料
What Is Advertising?10分钟
Quiz1 个练习
Week 1 Quiz20分钟
2
完成时间(小时)
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....
Reading
3 个视频 (总计 63 分钟), 1 个阅读材料, 1 个测验
Video3 个视频
2.2 Public Perception of the Advertising Profession 19分钟
2.3 Ethics and Advertsing 20分钟
Reading1 个阅读材料
Am I Being Manipulated?10分钟
Quiz1 个练习
Week 2 Quiz20分钟
3
完成时间(小时)
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....
Reading
3 个视频 (总计 73 分钟), 1 个阅读材料, 1 个测验
Video3 个视频
3.2 Interpreting TV Commercials 22分钟
3.3 Thinking about Interpretation 26分钟
Reading1 个阅读材料
What's in an Ad Beyond That Which Meets the Eye?10分钟
Quiz1 个练习
Week 3 Quiz20分钟
4
完成时间(小时)
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....
Reading
3 个视频 (总计 62 分钟), 1 个阅读材料, 1 个测验
Video3 个视频
4.2 Creativity Case Study 19分钟
4.3 The Role of Research in Advertising 24分钟
Reading1 个阅读材料
How Do Ads Get Made?10分钟
Quiz1 个练习
Week 4 Quiz 20分钟
4.7
56 个审阅Chevron Right

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 Duke University

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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