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Global Advertising & Culture
May 2000
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What you will learn
This course specifically examines the impact of advertising on culture,
both within the U.S., but especially outside this country. The areas
dealt with include
- New Technologies
- Global capitalism
- The shift from industrial to service industries
- The media mergers
- New "democracies"
- Transitional democracies
- Anarchy and capitalism
- And the impact of colonial capitalism on Africa, China, Russia and
East Germany
Lectures will be supplemented by research conducted by the instructor into
advertisingÕs impact on Russia (1989-1994), as well as dynamically involving
students in using new technologies to explore this rapidly changing topic.
It has no prerequisites.
It also will be fun.
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Materials to help you learn
Jihad Vs. McWorld. Benjamin R. Barber. New York: Random House,
1996.
Contrary to popular belief -- at times subscribed to by me -- merely
owning a book is not sufficient. Your text book will be an invaluable
guide in this course only if you actually read it. This text has been
used by classes before you and has been found very useful. Of some note,
you will find that your ability to participate in class and fully appreciate
the daily discussions will be greatly enhanced if you read the text
before class and in an environment conducive to reflection and cognition
(Lucky's would be a bad choice of environments for such study).
To this end, it is essential that you read the assigned material before
class. It is important that you read everything in the assigned pages, including
the examples provided and case studies. The course moves quickly, so let's
all move together on this one, okay?
In addition to my wonderful lectures (worth the cost of admission themselves),
we will chat, debate, and the sort. To maintain the restaurant quality
of these discussion, reading the material will help. After all, I may at times
ask you questions about the assigned material, and I will not always rely
on volunteers who raise their hand to answer. I will call on you whether you
volunteer to answer or not (hey, it's my job; it's what I do).
Second, you should bring your book to class every day because we will frequently
discuss cases and other material from the chapters.
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How you will demonstrate what you learn
You will have different ways to demonstrate what you learn in this course.
One, I expect you to do the assigned reading in advance of the specified
date. I expect students to take active participation in class discussions,
and I will call on individual students to answer questions and discuss material
from assigned readings. Make sure you can participate fully in such discussions
and demonstrate what you have learned from the reading. I also urge you to
come to class with questions and opinions.
Two, you will be able to demonstrate your ability to synthesize the
information in the text by leading the class discussion of two of the
chapter sections. These will be assigned the first day and you'll be
expected to participate starting the second day (see schedule).
Three, you will conduct research, mainly online, of advertising and
culture in a country, mostly of your choice, and will be prepared to
report to the class during the second week.
Four, you will have a final exam over materials from class discussion
and the textbook. The final will be comprehensive and will count also
for 50% of your final grade. It will be a combination of multiple choice,
short answer and essay. Please bring a blue book to class for this test.
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Class attendance and participation
I believe learning is enhanced by active involvement in class discussion
and activities. That's why I will ask questions to elicit your opinions and
knowledge of the reading material. It is impossible to participate in class
without attending class (as proved by Einstein). I
would add only that attendance and grades on exams have been found to be highly
correlated.
I ask for your cooperation in being seated when class begins.
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Determinants of your course grade
Discussion participation: 20%
Class discussion, leader: 20%
Report on country: 30%
Final exam: 30%
Vita
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