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. 

 

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