Acerca de este Curso
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Inglés (English)

Subtítulos: Inglés (English), Español (Spanish)

Habilidades que obtendrás

History Of AdvertisingAdvertisingAdvertising StrategyAdvertising Techniques

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Aprox. 9 horas para completar

Inglés (English)

Subtítulos: Inglés (English), Español (Spanish)

Programa - Qué aprenderás en este curso

Semana
1
2 horas para completar

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 minutos), 1 reading, 1 quiz
5 videos
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
1 lectura
What Is Advertising?10m
1 ejercicio de práctica
Week 1 Quiz20m
Semana
2
2 horas para completar

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.

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3 videos (Total 63 minutos), 1 reading, 1 quiz
3 videos
2.2 Public Perception of the Advertising Profession 19m
2.3 Ethics and Advertsing 20m
1 lectura
Am I Being Manipulated?10m
1 ejercicio de práctica
Week 2 Quiz20m
Semana
3
2 horas para completar

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.

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3 videos (Total 73 minutos), 1 reading, 1 quiz
3 videos
3.2 Interpreting TV Commercials 22m
3.3 Thinking about Interpretation 26m
1 lectura
What's in an Ad Beyond That Which Meets the Eye?10m
1 ejercicio de práctica
Week 3 Quiz20m
Semana
4
2 horas para completar

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 minutos), 1 reading, 1 quiz
3 videos
4.2 Creativity Case Study 19m
4.3 The Role of Research in Advertising 24m
1 lectura
How Do Ads Get Made?10m
1 ejercicio de práctica
Week 4 Quiz 20m
4.7
65 revisionesChevron Right

17%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

20%

consiguió un aumento de sueldo o ascenso

Principales revisiones sobre Advertising and Society

por 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.

por 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.

Instructor

Avatar

Professor William M. O'Barr

Professor
Cultural Anthropology, Sociology and English

Acerca de Universidad Duke

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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  • 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.

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