ࡱ>  =.bjbj 0D&)JJ8<1G]]]888JLLLLLLAL88888L]]a8n]]J8J]0$l` 6w0d 888LL8888888888888888J S: COMM 499: SPECIAL TOPICS: ADVERTISING AND COMMUNICATION Annenberg School for Communication & Journalism Spring 2011 / MW 10:00-11:50am / ASCJ 204 Instructor Information Prof. Laura Portwood-Stacer, PhD Email:  HYPERLINK "mailto:portwood@usc.edu" portwood@usc.edu Office: ASCJ 333 Teaching Assistants: Course Catalog Description Theories of advertising as a mode of communication; history of advertising in the US; institutions of the advertising industry; economic and policy context for advertising; critical analysis of advertising texts. Course Themes This course will introduce students to advertising as a means of communication and a mode of cultural practice. We will trace the evolution of advertising from its historical roots to the present, paying particular attention to the relationship between advertising and the communications media (including newspapers, magazines, radio, television, and the internet). We will situate advertising within economic and political systems, in both US and global contexts. Students will develop literacies that allow them to critically analyze contemporary advertising as audiences, consumers, and potential creators of advertisements. Students will acquire knowledge of the various forces and ideologies that shape advertising practices (e.g. capitalism, liberalism, neoliberalism, multiculturalism), and gain experience analyzing ads in terms of these ideas. Students will become accustomed to taking an entrepreneurial approach to critical discussions of the advertisements they encounter in their everyday lives: through blogging and class discussions they will build the confidence and skills needed to communicate with authority about advertising in professional and public situations. Course Objectives Students in this course will learn: To approach advertisements as carriers of meaning and ideology within culture. To analyse advertisements as a unique mode of communication. The historical development of advertising in the United States. To situate advertisements within their economic, institutional, and legal contexts. To make critical observations about contemporary advertising, and to publicly communicate those observations online. To formulate and communicate well-informed attitudes toward advertisings role within contemporary society. Assignments Exams (40%): Material from course will be covered on two midterm exams. These exams will be short answer/essay format. Students will be tested on their knowledge of material presented in readings and lectures, as well as on their ability to apply analytical tools to ads they have not seen before. Final Paper (15%): Students will write a 4-5 page essay in response to a prompt which will require them to synthesize ideas and examples from across the course. This paper will be due at the scheduled final exam time. Blogs (35%): Each student is required to participate in a class blog, in which they apply course concepts to their own observations of advertising. Prompts for each blog post will be provided by the instructor on a bi-weekly basis. On weeks when there is no prompt assigned, students will read the blog posts of other students and make thoughtful commentary on their classmates posts. The cumulative grade for this assignment will be based on the quality of the students own posts as well as the quality of participation in the group online discussion. Students may be asked to evaluate the participation of their fellow group-members at the end of the term. Participation (10%) Course Policies Late submissions including blog posts will NOT be accepted. All deadlines are firm. If you are aware of a conflict that will prevent you from completing an assignment on time, you are responsible to contact the instructor in advance. Emergencies will require written documentation. Laptops are allowed for note-taking and research purposes in class. Please dont let yourself get distracted by other things on your computer! Academic integrity is crucial in this course. Particularly because you will be posting writings to the web, it is very important that you adequately credit the sources of the ideas you present. It is proper netiquette to provide links to any web material you reference. It is also standard academic practice to cite any sources you utilize in producing your own scholarship. You are expected only to submit work that is 1) your own and 2) done expressly for this course. This means, dont submit work you have prepared for another course, or work you have found on the Internet or elsewhere. Doing so will result in a zero grade on the assignment, and possible failure of the course or expulsion from the school. The Annenberg School for Communication is committed to upholding the Universitys Academic Integrity Code as detailed in the SCampus guide. It is the policy of the School of Communication to report all violations of the code. Any serious violations or pattern of violations of the Academic Integrity Code will result in the students expulsion from the Communication major or minor. The University presumes that you are familiar with its standards and policies. Should you be found to have committed a violation, ignorance of these standards and policies will not be accepted as an excuse. For further clarification, please refer to University Student Conduct Code and Appendix A: Academic Dishonesty Sanction Guidelines in the SCampus guide. ADA Compliance Statement Any student requesting academic accommodation based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to your instructor as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m. 5:00 p.m., Monday through Friday. Required Texts Leiss, William, et al. 2005. Social communication in advertising. 3rd Edition. New York: Taylor & Francis. Sivulka, Juliann. 1998. Soap, Sex, and Cigarettes: A Cultural History of American Advertising. Belmont, CA: Wadsworth. Additional articles and chapters provided on the course Blackboard site. Course Schedule 1/10: Course Introduction 1/12: Understanding Advertising as Cultural Practice Leiss Ch. 1: Introduction Blog Prompt #1 given 1/17: No Class (MLK Day) 1/19: Advertising Form Leiss, Ch. 6: The Structure of Advertisements Blog Post #1 due 1/24: Interpreting Meaning in Ads Roland Barthes, The Rhetoric of the Image 1/26: Interpreting Meaning in Ads Robert Goldman and Stephen Papson, Advertising in the Age of Accelerated Meaning Blog Commentary #1 due Blog Prompt #2 given 1/31: Roots of American Advertising Sivulka Ch. 1: 1492-1880 The Beginnings Leiss Ch. 2: From Traditional to Industrial Society 2/2: Roots of American Advertising Sivulka Ch. 2: 1880-1900 Selling the Goods Blog Post #2 due 2/7: The Rise of Consumer Society Silvulka Ch. 3: 1900-WWI The Rise of Consumer Economy Leiss Ch. 3: Advertising in the Transition from Industrial to Consumer Society 2/9: The Continued Rise of Consumer Society Silvulka Ch. 4: 1920-1929 The Roaring Twenties Blog Commentary #2 due Blog Prompt #3 given 2/14: Advertising in Hard Times Sivulka Ch. 5: The Depression and World War II 2/16: Advertising in Prosperous Times Sivulka Ch. 6: 1945-1960 The Postwar Boom Blog Post #3 Due 2/21: No Class (Presidents Day) 2/23: Advertising and Mass Media Formats Leiss Ch. 4: Advertising and the Development of Communications Media Blog Commentary #3 due Blog Prompt #4 given 2/28: Exam 1 3/2: Agency Personnel Leiss Ch. 5: Advertising and the Development of Agencies Screening: Art & Copy Blog Post #4 due 3/7: The Creative Revolution Sivulka Ch. 7: 1960-1975 The Creative Revolution Thomas Frank, The Varieties of Hip: Advertisements of the 1960s 3/9: Critiques from within and without Thomas Frank, Advertising as Cultural Criticism Leiss Ch. 17: Issues in Social Policy Blog Commentary #4 due Blog Prompt #5 given 3/14 & 3/16: No Class (Spring Break) 3/21: Goods and Meaning Leiss Ch. 7: Goods as Communicators and Satisfiers 3/23: Evolution of Modern Ads Sivulka Ch. 8: 1975-1990 From Positioning to Image Building Leiss Ch. 8: Consumer Cultures and Mediated Markets Blog Post #5 due 3/28: The Contemporary Advertising Context Leiss Ch. 9: Late Modern Consumer Society Leiss Ch. 10: Media in the Mediated Marketplace 3/30: Contemporary Advertising Campaigns Sivulka Ch. 9: 1990s and Beyond: The Media Revolution Leiss Ch. 12: Structure and Agency: Tensions at Play in Advertising Design Screening: The Persuaders Blog Commentary #5 due Blog Prompt #6 given 4/4: Contemporary Audiences Leiss Ch. 13: The Mobilization of the Yuppies and Generation X Leiss Ch. 14: Negotiated Messaging for Generation X 4/6: Lifestyle and Marketing Leiss Ch. 15 Mobilizing the Culturati Joseph Turow, chapter selections TBA Blog Post #6 due 4/11: The Youth Market Naomi Klein, Alt.Everything: The Youth Market and the Marketing of Cool Malcolm Gladwell, The Coolhunt Screening: The Merchants of Cool 4/13: Advertising to Youth for Social Good Guest Speaker, Readings TBA Blog Commentary #6 due Blog Prompt #7 given 4/18: Exam 2 4/20: Advertising and New Media Mangold & Faulds, Social Media: The New Hybrid Element of the Promotion Mix Eric K. Clemons, The Complex Problem of Monetizing Virtual Electronic Social Networks Blog Post #7 due 4/27: Advertising and New Media Marc Andrejevic, Productive Play 2.0: The Logic of In-Game Advertising Guest Speaker 4/29: Course Wrap-up Blog Commentary #7 due Final Paper Assigned Finals Week: Final Paper Due; Time and Place TBA     Portwood-Stacer  PAGE 1  1 2 3 N " # 2   +  T08?Y CƾƾԈԈԀԾxh7KBhGX>*hhGX>*hhGX6hhhGX6 hhhGXhhhGX>*B*phhhhGXB*ph h=ghGXh=ghGX>* h7KBhGX h ?3hGX hhGXhfhGX0JjhGXUjhGXU hGX>*hGX/8h  2 3 N # $ 2  X)  AgdGX$a$gdGXST?@Yno0 1 2 B C ] 7$8$H$gdGX7$8$H$gdGX/ 1 C &!7!Z!!"("v"""#0#$1$$$%%%%%&/&0&A&_&&.'U'V'm'''''((()))****+)++++,,,H,N,o,,-'-H------..»» hhGX hGX6hhGX5hGX h7KBhGX h(hGX h=ghGXh=ghGX>* hhhGXhhhGX6G] ^ &!7!8!Z!!!!!"(")"M"w"""""##1# 7$8$H$gdGXgdGX1#j####$1$F$G$g$$$$$$$%%G%%%%%%%%&0&A& 7$8$H$gdGXgdGXA&B&_&&&&&.'V'm''''''''(S(((((($)%)N))) 7$8$H$gdGXgdGX))***6*w*****+)+*+A++++++,,,A,B,O,P,p,,- 7$8$H$gdGXgdGX-'-(-H--------.........:.;.<.=.gdGX......../.0.6.7.8.9.<.=. h7KBhGXhGX0JmHnHu hGX0JjhGX0JUhGXjhGXU.:pGX/ =!"#$% DyK portwood@usc.eduyK 0mailto:portwood@usc.edu^ 666666666vvvvvvvvv666666>6666666666666666666666666666666666666666666666666hH6666666666666666666666666666666666666666666666666666666666666666662 0@P`p2( 0@P`p 0@P`p 0@P`p 0@P`p 0@P`p 0@P`p8XV~_HmH nH sH tH @`@ NormalCJ_HaJmH sH tH DA`D Default Paragraph FontRiR  Table Normal4 l4a (k (No List 44 DHeader  !4 @4 DFooter  !.)@. 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TX,@T@7LCOMM 499: SPECIAL TOPICS: ADVERTISING AND COMMUNICATIONCHYY22288=CI<=H9C8HHH=C> 9 IHHHHCHYYHI CI> HITT-XY@T@-LP - Th<@T@%/LAnnenberg School for Communication & JournalismH22,22,"18,222!3!C2NN22,,22M(22!2,'MTTH<@T@%LP - TL>9 @T@LLxSpring 2011 / MW 10:0082!212222Y_2222TT: >Z @T@: LP-!T[ > @T@[ Lp11:50am / ASCJ 2042222,NH8C(221TT > @T@ LP - TTX"@T@X LP - Rp@Times New Roman|6 9`7O`296 H89O`296 /169 d/1XG* Times ew Roman 78'1H7H70z%1p7dv% % % % % % TX$@T@X~LxInstructor Information 2'!3,2! 2!3!N,22'% LdXX{!??% ( TT$@T@~LP - TX@T@XLtProf. Laura Portwood8!2!<,2!,82!H223TT@T@LP-!T@T@ LdStacer, PhD8,,,!82ITT@T@LP - TxX {{@T@XdL\Email: =N,% % %  Tp| {@T@|dLXportwo22!H2T {@T@d L`od@usc.edu22\2',,32'% Ld|os|o !??% (  TT {@T@dLP - TX}$@T@XLlOffice: ASCJ 333H!!,,H8C(222TT%}Q@T@%LP - TXa@T@XJLtTeaching Assistants:=,,,231H''',2'TTa@T@JLP - TTXc@T@XLP - % % % TXG@T@X0LCourse Catalog DescriptionC22!',C,,21H,'-!222'% LdX;?X;W!??% ( TTG@T@0LP - TPXI@T@XVLTheories of advertising as a mode of communication; history of advertising in the US; =2,2!,'2!,22,!'31-',N22,2!,2NN22,,222'2"02!,23,!'2222,H8 TtX7-@T@X\Linstitutions of the advertising industry; economic and policy context for advertising; criti2'222'2!2,,22,!'21222'#/,,222N,,2222-0,22,3!2!,32,!'21,!Td8-@T@8LTcal -, TX/@T@XLanalysis of advertising texts.,2,/''3!,22-!'21-3'TT/@T@LP - TTX @T@XLP - % % % TX  @T@Xo LhCourse ThemesC22!',=2,N,('% LdXz ~ Xz q!??% ( &" WMFC L4LtTT  @T@o LP - T|X 4 @T@X ]LThis course will introduce students to advertising as a means of communication and a mode of =2',22!',H2!222-,'22,2'2,22,!'21,',N,,2'2!,2NN22-,22,22,N22,2! TX fl @T@XU _L cultural practice. We will trace the evolution of advertising from its historical roots to the ,22!,2!-,,,_,H!,,,2,,222222!,32,!'21"!2N'2'2!,,!22'22, TXn 1 @T@X Lppresent, paying pa2!,',22.0312-T2n E @T@2 CLrticular attention to the relationship between advertising and the !,2,",,22222,!,,22'222,H,,2,23,!'21,222, T|X R @T@X; ]Lcommunications media (including newspapers, magazines, radio, television, and the internet). ,2NN22,,22'N,2,!2,22212-H'2,2-!'N-1,-2,'",22,,2'22,222,2,!2,! TdXT Y @T@X YLWe will situate advertising within economic and political systems, in both US and global _,H'2,,,22,!'21H22,,222N,,2222,,(0',N'2222H8,22122, TxX ~8 @T@X! L\context,22,3TX 8 @T@! WLs. Students will develop literacies that allow them to critically analyze contemporary '822,2'H1,2,22,!,,,'2,,2H2,N2,!,,0,2,1-,,22,N22!,#0 T|X:  @T@X ]Ladvertising as audiences, consumers, and potential creators of advertisements. Students will ,22,!'21,',22,3,,',22'2N,!',2222,2,,!,,3!'2!,23,!',N,2'822,2'H TX F @T@X LLacquire knowledge of the various forces and ideologies that shape advertisin,,22!,222H,31,2!3-2,!22'!2!-,',222,221,'2,'2,3,,23,!'2TG  @T@G Lpg practices (e.g. 12",,,,'!,1 TX  @T@Xz _L capitalism, liberalism, neoliberalism, multiculturalism), and gain experience analyzing ads in ,,2,'N2,!,'N2,22,!,'NN2,22!,'N!,222,2,32,!,2-,,2,/-31,2'2 TX ^@T@X _L terms of these ideas. Students will become accustomed to taking an entrepreneurial approach to ,!N'2!2,',2-,'822,2'H2,,2N,,-,2'2N,22,221,2,2!,3!,2,2!,,22!2-,22 TlX w@T@X`0Lcritical discussions of the advertisements they ,!,,2',2''22'2!2-,22,!',N,2'2.0TP @w@T@ `+Lencounter in their everyday lives: through ,3-222,!22,!,2-#02.02,'2!2212 TXy`@T@X_L blogging and class discussions they will build the confidence and skills needed to communicate 222131,22,,''2',2''22'2-0H2222,,22!2,2-,,22'2'2,-2,22,2NN22,,, TX- ]@T@X&" WMFC LLtFGLwith authority about advertising in professional and public situations.H2,222!0,222,23,!'2122!2",''22,-22222,'2,22'TT. Z ]@T@. FLP - TTX_@T@XLP - % % % TX7C@T@X,LpCourse ObjectivesC22!',H2,,2,('% LdX77;X7!??% ( TT8dC@T@8,LP - TXEw@T@XLStudents in this course wil822,2'22',22!',HT|xE@T@xL\l learn:,,!2TTE@T@LP - T X)@T@XNLTo approach advertisements as carriers of meaning and ideology within culture.=2,22!2-,2,22-!',N-2',',,!!,!'2!N-,221,223,2230H22,22!,TT)@T@LP - TX+[ @T@X<LTo analyse advertisements as a unique mode of communication.=2,2,0',,23,!',N,2',',2222,N22,2!,3NN22,,22TT\ + @T@\ LP - TX# @T@X?LThe historical development of advertising in the United States.=2,2'2!,,2,2,22N-22!,22,!'2122,I2,28,,'TT$ P @T@$ LP - TPX @T@Xk+LTo situate advertisements within their econ=2'2,,,22,!',N,2(H222,!,,22T< @T@ k(Lomic, institutional, and legal contexts.2N,2'222,,22,1,,32,3'TT 5@T@ kLP - ThX@T@XZLTo make critical observations about contemporary advertising, and to publicly communicate =2N,2,,!,,22(,!2,22',222,22,N22!,#0,22,!'21,222222-0,2NN22,,, TXih@T@XQLthose observations online.22',22',!2,22'222-TTjh@T@jQLP -Rp @Times New Romand85O`2d8\5 6H8O`2d8\5 /1\5d8 d/1XG* Times ew oman\858'1550z%15dvdv% Rp@Times New Romand/1X3|T{P4A|h]||3 @w5!LwZ(XX   P d4.T{"<4|T{T{L5m5wYwdv% ( Rp @Times New Roman|T{P4A|h]||3 @w w3|T{P4A|h|3 @ 34 |`|]|| |3 <y @w P 3Cؚ|| |wy5!LwYwdv% ( Rp@Times New Roman|T{P4A|h|3 @ 33|T{P4A|h|3 @ 34 |`|]|| | @ z @w P 3Cؚ|| |w z5!LwYwdv% ( Rp @Times New Roman|T{P4A|h|3 @ 33|T{P4A|h|3 @ 34 |`|]|| |3 =y @w P 3Cؚ|| |wy5!LwYwdv% ( % (  TXj@T@X!LTo formulate and communicate well=2!2!N2,,,22,2NN22,,,H,TTj&@T@LP-!T'j4@T@'4Linformed attitudes toward advertising s role within 2!3!N,2,22,'2H,!2,23,!'22"'!2,H22 TXN@T@X7 Ldcontemporary,22,N22!,#0TTN@T@7LP T|N@T@7L\society.'3,,0TTN@T@7LP -< &nWMFCLLt TTXP@T@XLP - % % % TX\4@T@X LdAssignmentsH''12N,2('% LdX(\,X(!??% ( TT]4@T@]LP - TtX6@T@X\LExams (40%): Material from course will be covered on two midterm exams. 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Students will be tested on their knowledge of material presented in '22!,2'H,!,'(.0!2!N-822,2'H2,,',2222,!222H,31,2!O,,!,2",',2,22 T`X9 @T@Xv.Lreadings and lectures, as well as on their abi!,,231',22-,2!,','H,,'222,!,2T: @T@: v4Llity to apply analytical tools to ads they have not 02,220,2,0,,22'2,2'2-02,2,22 TX:@T@X Ldseen before.',,22,!3!,TT;g@T@;LP - Rp @Times New Roman$1|801@ 01 /1 8(; <d/12d G Times ew Roman880z%18<dv% % Rp@Times New Roman7 (;8O`2(; 8 9 ;O`2(; 8 /1 8(; \ d/1XG* Times ew RomanP`2T88'1880z%18\ dv% % % % % 666666666666666666666666666666666666 6 66 6  6 66 6  6 66 6  6 66 6  6 66 6 66666666666666666666  .@Times New Roman--- 2 uUPortwood  2 u-x2 uStacer d 2 u1x 2 u x,'^2 a7COMM 499: SPECIAL TOPICS: ADVERTISING AND COMMUNICATION            2 aI xR2 q/Annenberg School for Communication & Journalism     2 q x,2 Spring 2011 / MW 10:00  2 r-x&2 v11:50am / ASCJ 204    2  x 2 U x@Times New Roman------,2 UInstructor Information - @ !~U- 2  x)2 UProf. Laura Portwood   2 -x2 Stacer, PhD 2  x2 UEmail: d --- 2 ~portwo 2 od@usc.edu - @ !n~-  2  x#2 UOffice: ASCJ 333    2  x)2 UTeaching Assistants:  2  x 2 U x---22 UCourse Catalog Description   - @ !U- 2  x2 UVTheories of advertising as a mode of communication; history of advertising in the US;    2 $U\institutions of the advertising industry; economic and policy context for advertising; criti 2 $Kcal 82 4Uanalysis of advertising texts. 2 4 x 2 DU x---2 TU Course Themes   - @ !XVU- 2 T x2 eU]This course will introduce students to advertising as a means of communication and a mode of     2 uU_cultural practice. We will trace the evolution of advertising from its historical roots to the   &2 Upresent, paying pap2 Crticular attention to the relationship between advertising and the  2 U]communications media (including newspapers, magazines, radio, television, and the internet). e    2 UYWe will situate advertising within economic and political systems, in both US and global t      2 Ucontextd2 ~Ws. Students will develop literacies that allow them to critically analyze contemporary     2 U]advertising as audiences, consumers, and potential creators of advertisements. Students will e   }2 ULacquire knowledge of the various forces and ideologies that shape advertisin &2 g practices (e.g. 2 U_capitalism, liberalism, neoliberalism, multiculturalism), and gain experience analyzing ads in      2 U_terms of these ideas. Students will become accustomed to taking an entrepreneurial approach to     S2 U0critical discussions of the advertisements they  L2 \+encounter in their everyday lives: through t2 U_blogging and class discussions they will build the confidence and skills needed to communicate   v2 'UGwith authority about advertising in professional and public situations.  2 ' x 2 7U x---%2 HUCourse Objectives  - @ !hIU- 2 H x42 XUStudents in this course wilt 2 Xl learn: 2 X x2 hUNTo approach advertisements as carriers of meaning and ideology within culture.    2 h xe2 xU<To analyse advertisements as a unique mode of communication.    2 x xj2 U?The historical development of advertising in the United States.   2  xL2 U+To situate advertisements within their econt  G2 H(omic, institutional, and legal contexts.  2   x2 UZTo make critical observations about contemporary advertising, and to publicly communicate    22 Uthose observations online. 2  x @Times New Roman-@Times New Roman- @Times New Roman-@Times New Roman- @Times New Roman--=2 U!To formulate and communicate welln    2 "-xY2 '4informed attitudes toward advertisings role within    2 U contemporary  2  x2 society. 2  x 2 U x---2 U Assignments  - @ !IU- 2  x2 U\Exams (40%): Material from course will be covered on two midterm exams. These exams will be            2 U_short answer/essay format. Students will be tested on their knowledge of material presented in      P2 +U.readings and lectures, as well as on their abi Y2 +N4lity to apply analytical tools to ads they have not 2 ;U seen before. 2 ; x @Times New Roman--@Times New Roman---"System--՜.+,D՜.+,\ hp|  E& 2COMM 3xx: ADVERTISING, COMMUNICATION, AND CULTURE Title 8@ _PID_HLINKSAh)mailto:portwood@usc.edu  !"$%&'()*,-./0123456789:<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~Root Entry F0n`Data #1Table+WordDocument0DSummaryInformation(;DocumentSummaryInformation8CompObjy  F'Microsoft Office Word 97-2003 Document MSWordDocWord.Document.89q