About

J340 Principles of Advertising

Spring 2012, T/Th 4-5:20pm

Pacific 123

Instructor: Randall Livingstone (livingst[at]uoregon[dot]edu)

Office Hours: UO Annex, Suite 4, T 1:30-2:30pm, Th 2:30-3:30pm

GTF: Senyo Ofori-Parku (oforipar[at]uoregon[dot]edu)

Office Hours: Agate Hall GTF office (2nd floor), by appointment

Advertising is a business of ideas. Whether you’re designing a magazine ad, determining whether to place a commercial in “Glee” or the Super Bowl, presenting sketches to a client, or having a discussion with a coworker, those who are successful in advertising are constantly coming up with ideas based on research and strategy.

J340 Principles of Advertising will introduce you to the advertising industry and familiarize you with the terminology and functions of advertising in society. In the consumer culture that we live in, an understanding of advertising is important to everyone—those considering a career in advertising or mass media, as well as those simply curious about the messages that surround us. This course will cover the basics of advertising and give you a chance to develop your ideas into preliminary executions for a portfolio.  For more in-depth work on professional techniques such as copy writing, design, and media planning, though, be sure to check out the advanced courses offered through the School of Journalism and Communication.

This course will allow you to think about and develop lots of ideas. In 1965, James Webb Young wrote a small book entitled A Technique for Producing Ideas. In the book he suggests that the creation of ideas has five steps:

  1. the gathering of raw materials
  2. the working over the materials in your mind
  3. the incubation stage, allowing your mind to synthesize materials
  4. the birth of the idea
  5. the shaping and development of the idea to practical usefulness

This class is designed to start you on the path to birthing ideas.

Course Objectives

  • Introduce students to the basic concepts and language of advertising.
  • Familiarize students with the advertising industry and advertising agency
  • Explore issues in the field of advertising and mass media.
  • Examine the link between research, strategy, and execution in advertising.
  • Broaden students’ overall media literacy and critical thinking skills.
  • Provide students with a collaborative, team-building experience.

Text(s)

  • Tom Altstiel and Jean Grow, Advertising Creative: Strategy, Copy, and Design, 2nd edition (available at the bookstore and on reserve at the Knight Library)
  • Readings, podcasts, videos, and other media posted on our class blog
  • As a media-based course, I highly encourage you to pay more attention to the media around you, and especially advertising and news about advertising.  Feel free to suggest resources (websites, podcasts, articles, books, etc.) to the class as you come across them.

Course Policies

Attendance: This is a large class, which makes daily attendance impractical. Your attendance at every class is expected. Some material that will appear on the exams will only be presented in class, so please be on-time and prepared. This is a thinking and discussion-based class, so you need to be here, thinking and discussing.

Blackboard: This course will use Blackboard to keep track of your grades and collect your Group Projects.  The class blog will host the rest of the course’s content.

Academic Dishonesty: The University’s rules on Academic Dishonesty (e.g. cheating, plagiarism, furnishing false information), which are listed in the University of Oregon Student Conduct Code, will be strictly enforced.  Feel free to ask for clarification if you have any questions. See the policy here: http://studentlife.uoregon.edu/programs/student_judi_affairs/index.htm

Class Conduct: This is a professional class for a professional major in a professional school; as such, each student is expected to act professionally. A high level of respect for your classmates, your instructor, and yourself is required.  Please actively listen while others are speaking, think before you speak yourself, and show consideration for opinions different than your own.  Class time should involve healthy discussions, not heated arguments.  Disrespectful conduct will not be tolerated, and students acting inappropriately will be asked to leave.  In addition, side conversations, texting, coming in late, leaving early, and inappropriate computer use are distracting to the instructor and those around you.  These things are not acceptable in the workplace and will not be tolerated in class.

Computers and Phones: Computer use is allowed for note-taking only. If you plan to use your computer for note-taking, please sit in rows 4-6. Texting and smart-phone use have become particularly prevalent in classes recently; be aware that texting is prohibited during class. Phones should be set to off, silence, or vibrate.

Academic Dishonesty: The University’s rules on Academic Dishonesty (e.g. cheating, plagiarism, furnishing false information), which are listed in the University of Oregon Student Conduct Code, will be strictly enforced.  Feel free to ask for clarification if you have any questions. See the policy here: http://studentlife.uoregon.edu/programs/student_judi_affairs/index.htm

Disability Accommodation: If you have a documented disability, please bring me a copy of the letter from the Accessible Education Center during the first week of class.  You should work closely with AEC to ensure your needs are met.  Requesting accommodation after the first week of classes can be problematic for your success in the class.

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