SCHOOL OF COMMUNICATION
CMNS 223-3

 

Janin Hadlaw	Intersession 2001
C/o HC2622; c/o 291-5116	Harbour Centre Day
jhadlawa@sfu.ca

ADVERTISING AS SOCIAL COMMUNICATION

Prerequisite:

Recommended CMNS 110 or 130.

Overview:

This course is an introduction to the study of advertising as social communication. It looks at advertising both as a practice and as a communication medium. It reflects on the arguments for and against advertising, and examines the relationship between advertising and the media, between advertising and audiences, and advertising and institutions. The course looks, as well, at the design of advertising messages and considers how design acts to ‘makes meaning’ in advertising.

The key objective of the course is to provide a historical perspective on the emergence of ‘consumer culture’ and to consider advertising’s role in mediating social knowledges and practices. We will examine in some depth, the strategies employed to promote the circulation of goods as well as the impact of advertising on the creation of new habits and expectations in everyday life. We will consider the ways in which advertising discourse has come to frame and shape social phenomena, such as our concepts of family, gender, race, religion, science, and art. In the second part of the course, we will consider and analyze contemporary advertising, as well as changes in advertising and marketing practices.

The course readings are selected to expose students to the scope and diversity of perspectives in this interdisciplinary field. Through the readings and assignments, students will be introduced to the interpretive debates about advertising and consumer culture, as well as to cultural-historical and textual research approaches to the study of advertising and communication design.

Students are expected to complete all readings and assignments on time. No extensions for assignments will be provided.

Readings:

Klein, Naomi. (2000) No Logo: Taking Aim at the Brand Bullies, Toronto: Alfred A. Knopf
Courseware Reader

Evaluation:

Historical research presentation 20%
Historical research paper 30%
Final research paper 40%
Tutorial participation 10%

The School expects that the grades awarded in this course will bear some reasonable relation to established university-wide practices with respect to both levels and distribution of grades. In addition, the School will follow Policy T10.02 with respect to “Intellectual Honesty” and “Academic Discipline” (see the current Calendar, General Regulations section).