About this Course
5,013

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 9시간 필요

영어

자막: 영어

귀하가 습득할 기술

History Of AdvertisingAdvertisingAdvertising StrategyAdvertising Techniques

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 9시간 필요

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 2시간 필요

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 videos (Total 81 min), 1 reading, 1 quiz
5개의 동영상
1.2 A Brief History of Advertising in America 25m
1.3 Media and Advertising 27m
1.4 About the Hartman Center at Duke University 2m
1.5 About the Advertising Educational Foundation 2m
1개의 읽기 자료
What Is Advertising?10m
1개 연습문제
Week 1 Quiz20m
2
완료하는 데 2시간 필요

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 videos (Total 63 min), 1 reading, 1 quiz
3개의 동영상
2.2 Public Perception of the Advertising Profession 19m
2.3 Ethics and Advertsing 20m
1개의 읽기 자료
Am I Being Manipulated?10m
1개 연습문제
Week 2 Quiz20m
3
완료하는 데 2시간 필요

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 videos (Total 73 min), 1 reading, 1 quiz
3개의 동영상
3.2 Interpreting TV Commercials 22m
3.3 Thinking about Interpretation 26m
1개의 읽기 자료
What's in an Ad Beyond That Which Meets the Eye?10m
1개 연습문제
Week 3 Quiz20m
4
완료하는 데 2시간 필요

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 videos (Total 62 min), 1 reading, 1 quiz
3개의 동영상
4.2 Creativity Case Study 19m
4.3 The Role of Research in Advertising 24m
1개의 읽기 자료
How Do Ads Get Made?10m
1개 연습문제
Week 4 Quiz 20m
5
완료하는 데 1시간 필요

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 videos (Total 42 min), 1 reading, 1 quiz
3개의 동영상
5.2 Gender Representations in Ads - Part 2 11m
5.3 Depictions of Gender in Mad Men 16m
1개의 읽기 자료
What Do Ads Teach Us about Race, Class, Gender and Sexuality?10m
1개 연습문제
Week 5 Quiz20m
6
완료하는 데 1시간 필요

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 videos (Total 51 min), 1 reading, 1 quiz
3개의 동영상
6.2 Does Sex Sell? - Part 2 16m
6.3 Niche Marketing: Gay Consumers 20m
1개의 읽기 자료
Does Sex Sell?10m
1개 연습문제
Week 6 Quiz20m
7
완료하는 데 1시간 필요

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 videos (Total 53 min), 1 reading, 1 quiz
3개의 동영상
7.2 What's the Future of Advertising? - Part 2 13m
7.3 What's the Future of Advertising? - Part 3 17m
1개의 읽기 자료
What's the Future of Advertising?10m
1개 연습문제
Week 7 Quiz20m
4.7
65개의 리뷰Chevron Right

17%

이 강좌를 통해 확실한 경력상 이점 얻기

20%

급여 인상 또는 승진하기

최상위 리뷰

대학: 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.

대학: 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.

강사

Avatar

Professor William M. O'Barr

Professor
Cultural Anthropology, Sociology and English

듀크대학교 정보

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....

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 수료증을 구매하면 성적 평가 과제를 포함한 모든 강좌 자료에 접근할 수 있습니다. 강좌를 완료하면 전자 수료증이 성취도 페이지에 추가되며, 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 콘텐츠만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

  • No. Completion of a Coursera course does not earn you academic credit from Duke; therefore, Duke is not able to provide you with a university transcript. However, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

궁금한 점이 더 있으신가요? 학습자 도움말 센터를 방문해 보세요.