University of Northern Iowa
Department of Communication Studies
48E:285 Readings in Mass Communication
Summer 1999
Instructor: Dr. Joyce Chen
Office Hours: by appointment
Office: 206, EST
Office Phone: 273-2574
Email Address: chen@uni.edu
Meeting: Daily
WebPage: http://www.uni.edu/~chen
Reference Books:
McAllister, M.P. (1996).
The commercialization of American culture: New advertising control and
democracy. Thousand Oaks: Sage.
Goldman, R., & Papson,
S. (1996). Sign wars: The cluttered landscape of Advertising. New
York: The Gulford Press.
Fowles, J. (1996). Advertising
and popular culture. Thousand Oaks: Sage.
Whittaker, R. (1996). Video
field production, (2nd ed.). Mountain Vieew, CA: Mayfield Publishing
Company.
Objectives:
This course is focused on Advertising: Meanings and Production Techniques.
The readings will help students gain knowledge about the relationships
between advertising and culture, and culture and production techniques.
A global perspective is also included in the discussion.
Organization:
The study consists of three parts: individual readings; production
practices; and a final project.
1. Selected articles will be assigned for each week’s reading,
and reading summaries are required.
2. Production practices include advertising writing exercises,
advertising production and Webpage design.
3. The final project will be a demonstration of individual student’s
knowledge and skills gained from this class, regarding the relationship
between media technologies, culture, and advertising/promotion/public relation.
|