About this Course
4.7
230 ratings
56 reviews
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 10 hours to complete

Suggested: 6 hours/week...
Available languages

English

Subtitles: English

Skills you will gain

History Of AdvertisingAdvertisingAdvertising StrategyAdvertising Techniques
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 10 hours to complete

Suggested: 6 hours/week...
Available languages

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
Hours to complete
2 hours to complete

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....
Reading
5 videos (Total 81 min), 1 reading, 1 quiz
Video5 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
Reading1 reading
What Is Advertising?10m
Quiz1 practice exercise
Week 1 Quiz20m
Week
2
Hours to complete
2 hours to complete

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....
Reading
3 videos (Total 63 min), 1 reading, 1 quiz
Video3 videos
2.2 Public Perception of the Advertising Profession 19m
2.3 Ethics and Advertsing 20m
Reading1 reading
Am I Being Manipulated?10m
Quiz1 practice exercise
Week 2 Quiz20m
Week
3
Hours to complete
2 hours to complete

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....
Reading
3 videos (Total 73 min), 1 reading, 1 quiz
Video3 videos
3.2 Interpreting TV Commercials 22m
3.3 Thinking about Interpretation 26m
Reading1 reading
What's in an Ad Beyond That Which Meets the Eye?10m
Quiz1 practice exercise
Week 3 Quiz20m
Week
4
Hours to complete
2 hours to complete

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....
Reading
3 videos (Total 62 min), 1 reading, 1 quiz
Video3 videos
4.2 Creativity Case Study 19m
4.3 The Role of Research in Advertising 24m
Reading1 reading
How Do Ads Get Made?10m
Quiz1 practice exercise
Week 4 Quiz 20m
4.7
56 ReviewsChevron Right

Top Reviews

By 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.

By 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

About Duke University

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....

Frequently Asked Questions

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  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

  • 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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