このコースについて
4.7
276件の評価
64件のレビュー

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

約9時間で修了

英語

字幕:英語

習得するスキル

History Of AdvertisingAdvertisingAdvertising StrategyAdvertising Techniques

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

約9時間で修了

英語

字幕:英語

シラバス - 本コースの学習内容

1
2時間で修了

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件のビデオ (合計81分), 1 reading, 1 quiz
5件のビデオ
1.2 A Brief History of Advertising in America 25 分
1.3 Media and Advertising 27 分
1.4 About the Hartman Center at Duke University 2 分
1.5 About the Advertising Educational Foundation 2 分
1件の学習用教材
What Is Advertising?10 分
1の練習問題
Week 1 Quiz20 分
2
2時間で修了

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件のビデオ (合計63分), 1 reading, 1 quiz
3件のビデオ
2.2 Public Perception of the Advertising Profession 19 分
2.3 Ethics and Advertsing 20 分
1件の学習用教材
Am I Being Manipulated?10 分
1の練習問題
Week 2 Quiz20 分
3
2時間で修了

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件のビデオ (合計73分), 1 reading, 1 quiz
3件のビデオ
3.2 Interpreting TV Commercials 22 分
3.3 Thinking about Interpretation 26 分
1件の学習用教材
What's in an Ad Beyond That Which Meets the Eye?10 分
1の練習問題
Week 3 Quiz20 分
4
2時間で修了

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件のビデオ (合計62分), 1 reading, 1 quiz
3件のビデオ
4.2 Creativity Case Study 19 分
4.3 The Role of Research in Advertising 24 分
1件の学習用教材
How Do Ads Get Made?10 分
1の練習問題
Week 4 Quiz 20 分
4.7
64件のレビューChevron Right

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20%

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人気のレビュー

by 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.

by 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.

講師

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Professor William M. O'Barr

Professor
Cultural Anthropology, Sociology and English

デューク大学(Duke University)について

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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