Prerequisite: COMS - 202. This course provides a practical understanding of the ad-making process with emphasis on a strategic approach to copywriting. Students learn to create effective communication strategies for specific audiences with the goal of forming or changing opinions and attitudes. Offered every Fall.
This course surveys advertising as communication and examines its place in a free society where corporate rhetoric best serves the community when ethically sound. Areas covered: history, the modern marketplace, societal effects, best practices, creativity, communication, ad placement and critical evaluation.
Prerequisite: ADVT - 341. Offers a practical understanding of the communication dynamics of an advertising agency. Students create, write and present a comprehensive campaign for a real-world client, then enter their campaigns in the National Student Advertising Competition, where professionals in the advertising industry evaluate and provide valuable feedback on their work. Offered every Spring.
Prerequisite: ADVT - 341. This course studies the placement of advertising as "communication," rather than merely creating "exposure" to a message as it relates to the advertising/marketing process. Topic areas covered include: terminology, research and analysis, resources and evaluation of placement as to ethics, audience and message.
Advertising is commonly known as the art of persuasive communication, not a force for social justice. However, a growing number of communications professionals, especially those representing nonprofit organizations and government agencies, are using a process known as social marketing to encourage behavior change that benefits society. This course will examine how the tools and concepts of commercial marketing – which encourages consumers to choose iPod over other MP3 players, Target over Kmart, or Levi’s over Wrangler – can be used to influence behaviors such as using alternative transportation, practicing safe sex or getting out the vote.
One-time offerings of special interest courses in the field of advertising.
The written permission of the instructor, the program director, and the dean is required. Offered every semester.
Prerequisite: completion of 12 units of Professional Development coursework in Communication Studies or ADVT 341. Field experience in a setting that relates communication study to the student's professional goals. Students may count no more than four (4) units of Internship credit toward the major. Offered every semester.