ADV 303 ADVERTISING & POPULAR CULTURE (Unique # 05555) T & TH 3:30-5:00 P.M. Spring 2011 Room WEL 2.224

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1 ADV 303 ADVERTISING & POPULAR CULTURE (Unique # 05555) T & TH 3:30-5:00 P.M. Spring 2011 Room WEL Instructor: Office Hours: Office: Course Website: Danae Manika danaemanika@gmail.com T & TH 5:00-6:00 PM & by appointment UA (Map: Course Description This course is an exploration of advertising and popular culture (and advertising as popular culture). We will explore advertising from many different perspectives, how it is affected by pop culture and how it is affecting pop culture and our everyday lives. We direct our attention to how advertising agencies and those responsible for creating advertisements and marketing messages understand, segment, and impact society. What limitations do they have creatively, ethically, legally? Are creators of marketing messages aware of the unintended effects of their work? What makes an ad special? What makes the audience resonate with it? This course seeks to address some of these questions and to raise many more. Course Goals 1. Define and discuss the elements of popular culture 2. Critically examine the social impact of marketing communication 3. Understand the symbiotic relationship between marketing communication and popular culture Assigned Readings Central ideas of the course will be conveyed through reading and discussion of chapters and additional articles during class, and at home. Course readings will consist of readings from textbooks, academic journals and the web, which will all be available on Blackboard under the Course Documents, Assigned Readings folder. Please check Blackboard frequently for additional readings posted, prior to class. Additionally, you are encouraged to obtain a free subscription to the Ad Age newsletter. It is important that you keep up with news in our field. During this course we will be discussing current advertisements and their impact on popular culture, as well as the impact of popular culture on the creation of these advertisements. Optional Texts Portions of the required readings will come from the following books, which you are welcome to purchase in their entirety: (Available at UT Co-op) Petracca, M., & Sorapure, M., (2009) Common Culture: Reading and Writing About American Popular Culture, Prentice Hall (6 th edition). Tomasio, A., (2007), Discovering Popular Culture, Pearson Longman. Leiss, W., Kline, S., & Jhally, S., (1991), Social Communication in Advertising, Routledge (New edition of 2 Revised edition). 1

2 Course Policies ATTENDANCE is required. Your chances of doing well in this course without attending class are severely discounted. LAPTOPS may be used for the purpose of taking notes during class, however please limit their use to course-related activities. COURTESY is expected. Cell phone use is prohibited during class. Be sure to silence all cell phones before class begins. In-class talking during interactive activities is not only welcomed but greatly encouraged. However, there should be no talking during in-class lectures. Disruptive talking will negatively affect your final grade. CIVILITY is essential. We will be discussing a number of sensitive topics (i.e. sexuality, gender, and race), which involve the consideration of varying perspectives. For this course to be productive opinions must be shared in a manner that respects the viewpoints of others. ASSIGNMENTS should be turned in before or at the beginning of class on the due date. An assignment is concerned late if it is received after 3:45pm on its scheduled due date. After that, I will not accept late assignments. No exceptions. Make arrangements with me to turn in an assignment early if you suspect that you will be unable to attend class on the day it is due. BLACKBOARD will be used as the primary means of communication for this class. Assigned readings will be posted on Bb, as well as exercises and assignments. Check Blackboard frequently, and make sure your address is current with the University so that you can receive s sent through Blackboard. Class Format & Course Assessment Each class will feature a lecture on a specific topic (see the course schedule for more details). Prior to each class, you will have readings to complete. Be prepared for in-class discussions and exercises that will evaluate your understanding of these readings. We will watch a number of movies, documentaries and video clips, some of which are not available in the library or online. Your final grade for this course will be calculated according to the weights shown below. Grades will be posted to our Blackboard website (under the My Grades section). Final grades will then be assigned based on the scale below: Assessment Exam 1 Exam 2 (Cumulative) In-Class Exercises Pop Journal Participation & Attendance Participant Pools (Research) Total Weight 25 points 25 points 20 points 15 points 10 points 5 points 100 points 2

3 Percentage Grade % A 90% % A- 87% % B+ 83% % B 80% % B- 77% % C+ 73% % C 70% % C- 67% % D+ 64% % D 60% % D- below 60% F ***Any disagreements about grades for individual assignments must be submitted in writing within 7 days of when the grade is posted. Unless a computational error has been made, grades will not be changed after the end of the semester. Grades of Incomplete: Unless the student can demonstrate that near catastrophic events have led to a case of extreme hardship, grades of Incomplete will not be given. EXAMS are designed to test the student s knowledge and application of the main ideas covered in the text chapters, class discussions and exercises. Throughout the semester there will be two exams, which will be held in class during the regularly scheduled class period. Please see the calendar below for exam dates. The first exam will cover materials from weeks 1-7 and the last exam will cover all materials from all lessons (cumulative). me prior to the exam period to make arrangements if you think you will miss an exam (for medical reasons only, with a doctor s note). Exams cover both lectures (60%) and readings (40%), and will be comprised of fifty(50) multiple choice and true/false questions. Review sessions will help guide studying, but should not be your first exposure to the material. Students are on their honor to do the exams completely independently; students found doing otherwise will be subject to the maximum university penalties. IN-CLASS EXERCISES, PARTICIPATION & ATTENDANCE: Missed in-class exercises cannot be re-scheduled. Students are responsible for all material covered in class (lectures, guest lectures, videos, etc.) and all assigned readings. Students should complete readings before the class in which they are discussed. Lectures provide most of the information you ll need to do well in this course. If you must miss class, there s no need to let me know you missed (or are going to miss). It is your responsibility to get the material you missed while away. I will not be responsible for incorrect or incomplete notes obtained from your colleagues. 3

4 POP JOURNALS: We are inundated with pop culture by way of advertising every day. From traditional modes such as television, to new media formats like Facebook -- we act as both recipient and instigator of advertising s pop culture messages. Your assignment is to document and critically analyze forms of marketing communication that you find interesting. As you go about your day remain aware of the advertising messages that surround you; when you come in contact with a message that you find exceptionally effective (or ineffective), use the format below to document and analyze it. (Minimum Number of Journal Entries: 15) Sample Journal Entry Documentation of Advertising Message Use this space to visually document the advertising message. You may use any of the following: Drawing Color Photocopy Cut & Paste Actual Ad Critical Analysis of Advertising Message Answer the following: Who is the intended audience of the message? What elements of the message make it an effective (or ineffective) form of persuasion? How does the message utilize and/or influence popular culture? Your Pop Journal will be equally graded on the following factors (each accounts for 1/3 of the grade): Creativity of presentation Variety of advertising messages featured Thoroughness of analysis (use of concepts from lecture & readings) PARTICIPANT POOLS (RESEARCH): Students need to complete TWO research studies throughout the semester. These studies are conducted by the Advertising Department s Participant Pool. Each study is worth 5% of your grade. Each study will take an hour or less to complete. Please check the URL early and often. When studies are full, they are taken off the Web site and new studies will be added on. Some studies are online and can be completed from your home or a campus computer. Other studies are offline and require you to schedule an appointment and show up to a location in person (out of respect for the researchers, if you make an appointment, be sure to show up!). URL: ***After you complete each study, print out and keep your receipt. You will need to turn in a copy of the two receipts at the beginning of class on. I can only give you the credit if you can provide the receipt as proof of participation. Make sure you do NOT complete the same research study twice, or for another class, as you will not receive any credit for this course. 4

5 Course Schedule Week Topic Assignments Week 1 T 01/18 Course Introduction / Syllabus Overview TH 01/20 What is Advertising and Popular Culture? (Part I) Assigned Readings Week 2 T 01/25 What is Advertising and Popular Culture? (Part II) Assigned Readings TH 01/27 Movies & Advertising: Mickey Mouse Monopoly Assigned Readings Week 3 T 02/01 How Advertising Works: Theory & Practice (Part I) Assigned Readings TH 02/03 How Advertising Works: Theory & Practice (Part II) Assigned Readings Week 4 ***Make sure you watch the Super Bowl Ads T 02/08 Sports and Advertising: Analyzing Super Bowl Sunday Super Bowl Exercise Assigned Readings TH 02/10 Gender, Advertising & Popular Culture (Part I) Assigned Readings Week 5 T 02/15 Representations of Women: Killing Us Softly Assigned Readings TH 02/17 Gender, Advertising & Popular Culture (Part II) Assigned Readings Week 6 T 02/22 Advertising: Codes of Gender Assigned Readings TH 02/24 Age, Advertising & Popular Culture (Part I) Assigned Readings Week 7 T 03/01 Age, Advertising & Popular Culture (Part II) Assigned Readings TH 03/03 Teenagers & Advertising: The Merchants of Cool Assigned Readings Week 8 T 03/08 Exam Review TH 03/10 EXAM 1 Week 9 T 03/15 Spring Break (no class) TH 03/17 Spring Break (no class) Week 10 T 03/22 Teenagers & Technology: Growing Up Online Assigned Readings TH 03/24 Technology, Advertising & Popular Culture Assigned Readings Week 11 T 03/29 Digital Nation Assigned Readings TH 03/31 Social Class and Race in Advertising (Part I) Assigned Readings Week 12 T 04/05 Social Class and Race in Advertising (Part II) Assigned Readings TH 04/07 Research Day (No Class) Week 13 T 04/12 Music & Advertising Assigned Readings TH 04/14 Politics & Advertising Assigned Readings 5

6 Week 14 T 04/19 The Persuaders (Part I) Assigned Readings TH 04/21 The Persuaders (Part II) Assigned Readings Week 15 T 04/26 The Future of Advertising (Part I) Assigned Readings TH 04/28 The Future of Advertising (Part II) Assigned Readings Week 16 T 05/03 Exam Review Pop Journal & Participant Pool Receipts Due TH 05/05 EXAM 2 (Cumulative) University of Texas Honor Code The core values of The University of Texas at Austin are learning, discovery, freedom, leadership, individual opportunity, and responsibility. Each member of the university is expected to uphold these values through integrity, honesty, trust, fairness, and respect toward peers and community. Documented Disability Statement The University of Texas at Austin provides upon request appropriate academic accommodations for qualified students with disabilities. For more information, contact Services for Students with Disabilities at (voice) or (video phone) or Use of for Official Correspondence to Students is recognized as an official mode of university correspondence; therefore, you are responsible for reading your for university and course-related information and announcements. You are responsible to keep the university informed about changes to your e- mail address. You should check your regularly and frequently I recommend daily, but at minimum twice a week to stay current with university-related communications, some of which may be time-critical. You can find UT Austin s policies and instructions for updating your address at Religious Holy Days By UT Austin policy, you must notify me of your pending absence at least fourteen days prior to the date of observance of a religious holy day. If you must miss a class, an examination, a work assignment, or a project in order to observe a religious holy day, I will give you an opportunity to complete the missed work within a reasonable time after the absence. Behavior Concerns Advice Line (BCAL) If you are worried about someone who is acting differently, you may use the Behavior Concerns Advice Line to discuss by phone your concerns about another individual s behavior. This service is provided through a partnership among the Office of the Dean of Students, the Counseling and Mental Health Center (CMHC), the Employee Assistance Program (EAP), and The University of Texas Police Department (UTPD). Call or visit 6