| Description: | "Historians and archaeologists will one day discover that the ads of our time are the richest and most faithful reflections that any society ever made of its entire range of activities" (Marshall McLuhan). Advertising is not a simple or random combination of images in an ad. The task of advertising is to build a positive perception of the product in the consumer's mind. Every commercial, every ad in magazines, every TV advertisement is designed to deliver a particular message to a particular audience. In marketing and advertising sciences this audience is called the "target audience". A survey of this matter will give students a general view of its different aspects. This seminar course will deal with contemporary advertising and also with the media used to convey it, considering the graphic modes employed. Topics include the philosophy of advertising and its role in society; how advertising relates to life, society and economy; current trends in advertising as viewed from the creative, marketing and media standpoint; the stereotypes that advertising proposes to us and the reaction of our society to these suggestions; how advertising is made, created and projected. |