COURSE TITLE:
JMS 506
ADVERTISING & SOCIETY
PROFESSOR:
DR. BARBARA MUELLER
MEETING TIME:
TUESDAYS & THURSDAYS
OFFICE HOURS:
Mondays 1:00 – 1:45 & by Appointment
PSFA #342
E-mail: muelle1@mail.sdsu.edu
TEXT:
Katherine Toland Frith & Barbara Mueller
Advertising and Societies, 2010
(plus additional readings – see Blackboard)
11:00 – 12:15
Course Description
This course is designed to examine advertising as a social force
in modern society focusing on both contemporary issues and
enduring problems.
It is somewhat different than other
professionally-oriented courses in the curriculum in that its
orientation is philosophical and analytical rather than applied.
Course Objectives
The purpose of this course is to help you develop an overview of
the role of advertising in society and its influence on consumers.
Controversial aspects of advertising will be examined, such as
marketing to children and the advertising of products such as
alcohol and cigarettes. The academic literature on the subject –
both current and classic -- will be explored.
Discussions of
advertising's practical, theoretical, and philosophical problems
and contributions will take place. In addition to becoming
familiar with the subject matter, you will be encouraged to
develop a personal position on the topics.
This material is important because it is the responsibility of
everyone in the field of communication to understand the
advertising industry's social and economic roles. In particular,
it is essential that those who plan to seek employment in the
advertising industry have and broad and deep view of the field,
not merely familiarity with the technical aspects of practice.
The material in the course also suggests numerous provocative
areas for further reading and research.
Course Website
This course has a website on blackboard. Please visit it often as
related course materials (such as additionally required readings)
will be posted on the site throughout the semester.
Student Responsibilities
1)
Class Presentation: 100 Points.
Each student will select a
topic and will develop a Powerpoint presentation on that topic for
class. Selection of topics will take place during the third week
of the semester -- be sure to attend these lectures. To prepare
for this presentation, students should read and evaluate recently
published works on the selected topic. Each student will make a 20
minute presentation, which explains the specific issue addressed
and a) reviews thoughts and evidence outlined in recently
published research; and b) explains the implications and findings.
All sides of the issue should be presented. Students who fail to
appear for a scheduled presentation will be docked 25 points and
must realize there is no guarantee that a later presentation date
will be available.
A hard copy of your Powerpoint presentation
(complete with all cites on the final slide) is due at the
BEGINNING of your presentation.
2)
Midterm Exams:
200 Points.
Four midterm exams (50 points
each) designed to check your grasp of the assigned readings are
scheduled for weeks 4, 8, 11 and 16.
Midterm exams are NOT
comprehensive. Should you miss a regularly scheduled midterm and
have a valid excuse, you will be allowed to take a COMPREHENSIVE
make-up exam (scheduled during the final exam period).
You may
miss only one exam.
3)
Writing Assignment:
50 Points.
Class time has been set
aside for you to visit the library and explore academic journals
related to advertising (see list of journals below) on October
1st. Find an article of interest to you on a topic that has been
addressed in class (not related to the topic you covered in your
Powerpoint presentation). Read the article and in a short 2-3 page
paper, summarize the study that was conducted and the primary
findings, as well as the contribution it makes to advertising
research. Please also include recommendations for future research
in the area. Be sure to include a complete cite for the article.
Papers are due in class on Tuesday, November 26th. Late papers
will be docked 10 points.
4)
Advertising Critique:
25 Points.
Throughout the semester
you will be asked to examine current advertising critically and
turn in sample ads for credit (5 critiques @ 5 points each).
These ads are due on the dates noted in class. No late ads will
be accepted.
GRADUATE STUDENTS ONLY:
You will be expected to do additional
work beyond the requirements for undergraduates. You are required
to prepare a prospectus for a research project related to one of
the themes or issues explored in class. The prospectus may, but
need not necessarily deal with the same topic addressed in your
class presentation. The prospectus should include a literature
review, a description of the research you propose to carry out,
and an explanation of what you hope to find, explain, demonstrate
or prove.
Prospectus must be typed and are due no later than
Tuesday, December 3rd. Late papers will be docked 25 points.
Participation & Attendance:
In this class, participation is
considered important.
Be prepared to talk and contribute
thoughtfully and critically about the lectures, readings and
presentations. Attendance is important, as exam questions will be
drawn from lectures and presentations. However, given that this
is a 500-level class, roll will not be taken. If you miss a class
for any reason, it is up to you to obtain lecture notes from your
classmates.
Academic Journals:
Journal of Advertising; Current Issues and
Research in Advertising; Journal of Consumer Research; Journal of
Advertising
Research;
Journalism
Quarterly;
Journal
of
Broadcasting and Electronic Media; Journal of International
Business; International Business; International Marketing Review;
International Journal of Advertising; Journal of Consumer
Psychology; Journal of Marketing; Journal of Marketing Research.
Grading: Course is graded on a curve.
JMS 506 Advertising & Society Calendar
WEEK
TOPIC
READINGS
1
Course Introduction
Advertising as a Social Ill?
Text, Ch. 1
2
Proliferation of Advertising
Readings
TOPIC SELECTIONS: Thursday September 5th
3
Sex in Advertising
Women in Advertising
Readings
4
Women in Advertising Cont.
EXAM:
Text, Ch.6
Readings
Thursday, September 19th
5
Tobacco Advertising
Alcohol Advertising
6
NO CLASS:
Tuesday October 1st -- Library Assignment
NO CLASS:
Thursday October 3rd
7
Pharmaceutical Advertising
Text, Ch. 9
Readings
Readings
NO CLASS:
Thursday October 10th – Instructor Required to
Conduct Academic Review
8
Marketing to Kids
Advertising and Race
EXAM: Thursday October 17th
Text, Ch. 8
Readings
Text, Ch. 7
9
“Buyology”
Environmental Advertising
Text, Ch. 2
Readings
10
Topics
Text, Ch. 4
Readings
11
Topics
EXAM: Thursday November 7th
12
Topics
Readings
13
Topics
Readings
14
Topics
Text Ch. 3
Readings
Library Assignment Paper Due Tuesday November 26th
NO CLASS Thursday November 28th Thanksgiving Break
15
Topics
16
EXAM:
Text Ch. 5
Readings
Tuesday December 10th
MAKE-UP EXAM DATE:
December 17th
10:30 – 12:30
JMS-506 TOPICS (PRESENTATIONS & GRAD PAPERS)
Celebrities in Advertising
Advertising Luxury Brands
Health Claims in Advertising
Advertising & Obesity
Offensive Advertising (Personal hygiene ads, condom ads, etc)
Portrayal of Males in Commercial Communications
Marketing to Gays
Advertising to Teens
Marketing to African Americans
Marketing to Asian Americans
Marketing to Hispanic Americans
Advertising of Professional Services (Dentists, Doctors, Lawyers)
Political Advertising (Use of negative appeals)
Social Cause Advertising (AIDS awareness, drug abuse campaigns)
Level of Information Content in Advertising
Use of Fear Appeals
Advertising's Influence on Consumer Values
Public's Perception of Advertising
Commercial Speech and the First Amendment
Governmental (State/Federal) Regulation
Self-Regulation by Advertising Industry Groups
Brand Piracy
Use of Comparative Advertising Appeals
Puffery in Advertising
Subliminal Advertising
Data Base Marketing and Privacy Issues
Impact of Advertising on Product Price
Impact of Advertising on Competition
Effect of Advertising on Consumer Demand
Effect of Advertising on the Media (impact over editorial content)
Overall Contribution to U.S./Global Economy
Ethical Issues of Marketing in Developing Markets
Ethics and Advertising
Product Placement
Sponsorships and Promotions
New Media (Internet, etc.)
The Consumer Movement
The Future of Advertising
Open Topic (must be approved by instructor)