Advertising as Social Communication
Order ID:89JHGSJE83839 Style:APA/MLA/Harvard/Chicago Pages:5-10 Instructions:
Coquitlam College Summer 2019
CMNS 223D-3: Advertising as Social Communication
Instructor: Grace Kim
Email: gkim@coquitlamcollege.com
Classes: Friday 9:00 a.m. – 12:30 p.m. in Room 201.
Office Hours: Friday 1:00 p.m. – 4:00 p.m., or by appointment, in the English Dept. or Social
Science Dept. offices.
Course Overview:
This course will explore the various critical aspects of communication through the lens of advertising, which shapes and reflects our society. How has advertising become such a dominant part of our society? What are some of the significant ramifications and benefits of communicating with one another via advertising? Our consumer culture allows for the extraction of certain texts and many topics will include: the history and the industrialization of culture and cultural appropriation; consumption, ethical consumption, and anti-consumption; cultural capital, hegemony and ideology; politics, economics, race, gender, and sexuality in advertising. As such, this course will consist of lectures, seminars, videos, so please be well prepared and keep up to date with your readings.
Learning Objectives:
By the end of the semester, students should be able to understand how advertisements are portrayed in the media as well as its cultural and economic influence over our society and individual psyche; analyze advertisements and apply the class materials; create original content which demonstrates critical thinking abilities by using various mediums.
Reading Material:
Schor, J. B., & Holt, D. B. (Eds.). (2000). The Consumer Society Reader. New York, NY: The New Press.
Additional materials for this course are posted on C4 and will predominantly be taken from Turow, J., & Mcallister, M. P. (Eds.). (2009). The Advertising and Consumer Culture Reader. New York, NY: Routledge.
In addition to the required readings, the instructor may assign supplementary reading materials if it is deemed necessary.
Note: students are not required to buy this book, but some references will be made from the text: Ewen, S. (2001). Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. New York, NY: Basic Books.
Grading:
This course will be evaluated by: one midterm exam, one final exam, a project, an essay, an advertisement analysis and a reflection.
The reflection is 1 page and it will provide critical insight into any of the readings; hand in a hard copy at any time before the last day of class. Give a brief summary of the article of your choice and make sure the reflection is: critically thoughtful, refers to the reading, provides real life example(s), your own personal conclusion and what you have learned from this reading; this reflection is worth 5% of your overall grade.
The advertisement analysis is to analyze an advertisement of your choice using any medium you wish. It shall be completed individually and the presentation of your analysis should be 5-10 minutes in length. You will be marked according to your ability to underpin your analysis to at least one of the concepts you have learned in class and be explicit with your explanation to demonstrate your understanding. The presentation dates are on May 31st; this is worth 15% of your overall grade. No matter your medium, hand in your analysis on May 30th at midnight on C4.
The midterm exam will consist of an in-class essay and multiple choice questions based on the materials from the course; this is worth 15% of your overall grade.
The final exam will be comprehensive in nature and will consist of multiple choice questions, true/false, and short answers; this is worth 30% of your overall grade.
The final essay is worth 20% of your overall grade. Since you are making a claim, this argumentative research paper can be about any of the themes you have learned in class or in another area related to communications; however, your thesis must connect to the concepts discussed this semester in order for you to demonstrate your understanding of the course materials.
Your essay must be a hard copy, 7 pages long, double spaced, Times New Roman, 12-point font, and use APA formatting. In addition, you must use at least five scholarly sources from the course material when you submit your essay. Please see me any time before you begin your essay-do not begin the essay until you have discussed the paper with your instructor. When you see the instructor about your essay, you must have a rough outline and be prepared to discuss your concepts.
A well written essay is formal in nature, will critically engage with the concepts and provide adequate examples and explanation of the topic with concrete details. Your paper will be marked according to: a clear thesis; the correct use of relevant concepts; the comprehensive nature of your examples and context; clear meaning; logical organization of ideas; and your own voice.
This may be handed in at any time before the end of the semester, but the final due date is on July 5th at the end of class.
The project will be to create a product or service and present an original advertisement (videos, digital posters, or songs) which demonstrates and connects your product(s) and idea(s) to any of the concepts you have learned in class thus far-no product or service should be an existing one. If you wish to go in a different direction, I am open to suggestions but please see me before you begin your project. This project may be done individually, in pairs, or as a group of three. This assignment is worth 15% of your grade and the date for the presentation of your advertisement will be on July 12th. The due date for your advertisement is on July 11th at midnight on C4.
Grades are as follows:
A+ (100-91%), A (90-86%), A- (85-80%)
B+ (79-77%), B (76-73%), B- (72-70%)
C+ (69-65%), C (64-60%), C- (59-55%)
P (Pass is 54-50%)
F (49-0%)
As per the policy of the college, students may not be able to write the final exam if they are absent for 50% of their attendance so come to class on time. Be warned, if you are late for more than 15 minutes, it constitutes an “absence” on your attendance record.
Academic Integrity
Please be aware of Coquitlam College’s rules on plagiarism and cheating; it is the student’s responsibility to follow the school policies. Please ensure that you cite properly and give credit where credit is due when presenting your work or your work will result in a fail. Please do not cheat during exams or you will fail this course and other severe penalties will follow. No consideration will be given to any student wishing to write the final exam at any other time than that assigned.
Note: during the course of the semester, I will understand if extenuating circumstances arise, if there are religious observances, etc. Please see me right away (not after events are finished) and communicate with me so I may help you; make sure you have valid documentation and I will be able to consider your circumstances.
Readings
Please be aware of the holidays and come to class accordingly.
Week 1 May 3 Syllabus and introductions.
Week 2 May 10 The importance of consumption: Taylor, B., & Tilford, D. Why Consumption Matters. The Consumer Society Reader.
Ideology in advertising: Williams, R. Advertising. The Advertising and Consumer Culture
Reader.
Jackson, P. (1999). Commodity Cultures: The Traffic in Things.
Transactions of the Institutions of British Geographers, 24(1),
95-108.
Week 3 May 17 Culture: Adorno, T. W. & Horkheimer, M. The culture industry. The Consumer Society
Reader.
Ewen, S. …Images with bottom… The Consumer Society Reader.
Consumer inequalities: Veblen, T. Conspicuous Consumption. The Consumer Society
Reader.
Kelly, A., Lawlor, K., & O’Donohoe, S. Encoding
advertisements. The Advertising and Consumer Culture
Reader.
Week 4 May 24 Consumer society: Frank, T. C. (1997). Advertising as cultural criticism. The Consumer
Society Reader.
History of consumption: Strasser, S. The Alien Past. The Advertising and Consumer
Culture Reader.
Consumer society: Richards, J. I., & Murphy II, J. H. Economic censorship and free
speech. The Advertising and Consumer Culture Reader.
Week 5 May 31 Advertisement analysis presentations
Week 6 June 7 Midterms
Week 7 June 14 Culture and capital: Holt, D. B. Does cultural capital structure American
consumption? The Consumer Society Reader.
Schor, J. B. Towards a new politics of consumption. The Consumer
Society Reader.
Week 8 June 21 Popular culture: Gladwell, M. The coolhunt. The Consumer Society Reader.
Kotlowitz, A. False connections. The Consumer Society Reader.
Hegemony and semiotics: Goldman, R., & Papson, S. Advertising in the age of
accelerated meaning. The Consumer Society Reader.
Week 9 June 28 Consumption and resistance: Lasn, K. Culture jamming. The Consumer Society Reader.
Consuming race: hooks, b. Eating the other: Desire and resistance. The Consumer
Society Reader.
Watts, E. K., & Orbe, M. P. The spectacular consumption of “true”
African American culture. The Advertising and Consumer
Culture Reader.
Week 10 July 5 Papers due
Week 11 July 12 Present advertisement project
Bonus: in class reflections
Finals TBA
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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