Informações sobre o curso
4.7
230 classificações
56 avaliações
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100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 10 horas para completar

Sugerido: 6 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Habilidades que você terá

History Of AdvertisingAdvertisingAdvertising StrategyAdvertising Techniques
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 10 horas para completar

Sugerido: 6 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 81 mín.) min), 1 leitura, 1 teste
Video5 videos
1.2 A Brief History of Advertising in America 25min
1.3 Media and Advertising 27min
1.4 About the Hartman Center at Duke University 2min
1.5 About the Advertising Educational Foundation 2min
Reading1 leituras
What Is Advertising?10min
Quiz1 exercício prático
Week 1 Quiz20min
Semana
2
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 63 mín.) min), 1 leitura, 1 teste
Video3 videos
2.2 Public Perception of the Advertising Profession 19min
2.3 Ethics and Advertsing 20min
Reading1 leituras
Am I Being Manipulated?10min
Quiz1 exercício prático
Week 2 Quiz20min
Semana
3
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 73 mín.) min), 1 leitura, 1 teste
Video3 videos
3.2 Interpreting TV Commercials 22min
3.3 Thinking about Interpretation 26min
Reading1 leituras
What's in an Ad Beyond That Which Meets the Eye?10min
Quiz1 exercício prático
Week 3 Quiz20min
Semana
4
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 62 mín.) min), 1 leitura, 1 teste
Video3 videos
4.2 Creativity Case Study 19min
4.3 The Role of Research in Advertising 24min
Reading1 leituras
How Do Ads Get Made?10min
Quiz1 exercício prático
Week 4 Quiz 20min
4.7
56 avaliaçõesChevron Right

Melhores avaliações

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.

Instrutores

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Professor William M. O'Barr

Professor
Cultural Anthropology, Sociology and English

Sobre 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....

Perguntas Frequentes – FAQ

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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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