Instructor: Dr. Louisa Ha
Class Time: W 12:30 - 3:20 p.m. Classroom: COH 340
Office: COH 237
Office Hours: T,R 4:15.-6:15 p.m. W 3:30 - 4:30 p.m. and by appointment
Voice-mail: (405) 325-5229
E-mail: Louisa.S.Ha-1@ou.edu
Homepage: http://www.ou.edu/class/jmc3333/hahome.shtml
Course Objective
Assigned Reading Packet
There is no textbook for this class. Students must either acquire
a copy of the assigned reading packet or read the packet which
has been put on reserve at the HPRC. A separate set of supplemental
readings is put on reserve at the HPRC for your preparation of
debates and term paper. All students are expected to read the
assigned articles before coming to class.
Course Prerequisites
Students enrolled in this course must have completed JMC 2033, JMC3303 and
JMC 3333 if they are declared advertising sequence majors. Others
are admitted by special permission only.
Course Structure
This course will be conducted in a seminar format. The success
of a seminar is dependent upon your participation. You have to
be prepared, present your points of views and react to other people's
challenges. The role of the instructor is primarily to guide class
discussions, debates, and clarify the key issues at the end of
the class. Lectures from the instructor will play only a minimal
role in this course.
Scholastic Honesty
Except the debates, all individual assignments must represent
individual effort. An individual who copies from another individual's
work will automatically receive a grade of 0 for this class. You
are reminded to follow the University's policy toward plagiarism.
| Favorite Web Site Report | 10 points |
| Presentation | 30 points |
| Discussion leader | 20 points |
| Term Paper | 30 points |
| Exams I & II | 30 points |
| Debates | 30 points |
| Abstracts | 20 points |
| Class Participation | 30 points |
| Total | 200 points |
180 points or above A
160-179 points B
140-159 points C
120-139 points D
Under points F
Make-up Policy
You will not be granted any make-ups for your assignments. Under
special circumstances with legitimate written excuses, you may
request the instructor for a special arrangement to make up for
the loss of grade or score during your absence.
Attendance and Classroom Policy
Class attendance is mandatory and you are obliged to observe classroom
disciplines such as no chatting with classmates during the lecture
session. You are encouraged to raise questions in class. Feel
free to ask for further explanation.
Deadlines
All abstracts or reports submitted later than the class period
on the due date are considered as late. No late exercises will
be accepted unless a written evidence such as a physician's letter
is accompanied with the request for late submission or make-ups.
Students with Disability Statement
If any member of the class feels that he or she has a disability
and needs special accommodations of any nature, the instructor
will work with you and the Office of Disabled Student Services
to provide reasonable accommodations to ensure that you have a
fair opportunity to perform in the class. Please advise the instructor
of such disability and the desired accommodations at some point
before, during, or immediately after the first scheduled class
period.
Favorite Web Site Report
This assignment is to familiarize you with the web resources that
the instructor has prepared for you in this class at the Research
Reference link under JMC 4333 (http://www.ou.edu/class/jmc3333/4333a.htm).
You are to select one of them as your favorite web site and explain
why this web site is your favorite.
Abstracts
Beginning from September 10, you have to submit a half-page typed abstract summarizing the key points of the article. In classes that involve two topics in the same class period, you have to prepare TWO half-page abstracts on each of the minimum reading for that topic. All abstracts are due at the class period on that topic.
Debates
The purpose of the debates is to enhance students' understanding
of the topic by arguing on the topic and serving as a judge of
the debate. Each student will take turns to play the role of the
affirmative case, the negative case, or the judge for assigned
debate topics once during the semester. The debaters will be graded
only by their performance in the oral presentation during the
debate. The judges will decide which side win at each debate and
have to submit a 3-page report on the debate synthesizing the
viewpoints of both sides and explaining their judgments within
a week after the debate. This report will be graded as the score
of the judge.
Each debater is expected to conduct extra research on the debate topic. A full set of supplemental readings which can be used as reference materials for the debate are available at the HPRC. The web site for JMC4333 also provides hyperlinks to sources that are of use to the debates, but you should not only rely on it and the supplemental readings to do the research. Many materials are not on the web and the reading materials are some materials for you to get acquainted on the topics. You have to conduct additional traditional library research. The criteria in grading the presentation are:
Presentation
When assigned to make a presentation on a topic, the presenter will prepare a five-page synthesis of all the assigned reading materials (written in APA style), as well as any additional library research on the topic. Two copies of the synthesis should be submitted to the instructor on the same day as the presentation. One copy will be graded and returned including the grades for the synthesis (20 points) and the presentation (10 points). The other copy will be retained by the instructor.
The presenter has to present 20 to 30 minutes on the topic. The
first 10-15 minutes should be devoted to an overview of the topic
using the assigned materials and additional library research.
The remaining time should be focused on answering the key question(s)
on the topic as listed in the syllabus. Audio-visual aids should
be used in the presentation when appropriate.
Discussion Leader
When assigned the role of discussion leader, the student should
listen carefully to what the presenter says and take notes. When
the presenter finishes the presentation, the discussion leader
should pose questions to the presenter and the class to talk about
the question. Discussion leader are graded on (1) provocativeness,
(2) incisiveness, (3) insightfulness, (4) appropriateness, (5)
persistence in asking questions obtaining responses from the classmates.
Exams
There will be two exams during the course of the semester. All
exams will be in essay format. You should bring a blue book to
each exam.
Term Paper
The term paper serves as a take-home final exam for this course. The topic is chosen by the student who must submit the topic for the instructor's approval on November 5. A term paper without the instructor's written approval of the topic will NOT be graded. The proposal should be one-page, single-spaced, and type-written. The proposal should contain these four sections: 1) initial title of the paper, 2) a one-sentence purpose, 3) a brief description of the problem, 4) a rationale as to why it is worth doing, 5) a bibliography listing at least five sources that can be used.
The term paper should be double-spaced, typed and within 15 pages including tables and a complete list of references. The paper must be written according to the APA style. The APA style manual is available in HPRC and on the web site of this course. The student must show extensive independent research and critical thinking on the topic. The paper will be graded by its organization and style (5%), independent research effort (10%) and critical thinking (10%).
Class Participation
Class participation grade is determined by the regularity of your
attendance (60%) and your participation (asking and answering
questions) in class discussions (40%). Bringing in articles/newspaper
clipping on the discussion topics and suggestions to the instructors
on improving the course are also counted as class participation.
Course Schedule
The following schedule is tentative. Students are responsible
for any changes made in class. Underlined readings are the minimum
readings for every student to prepare for class discussion.
Topic Readings
August 27 Course policies and procedures
Introduction Rotzoll et al. 1*
The controversies over advertising
The instructor will lead this topic to serve as an example of
how to present a topic and lead discussion in the class.
UNIT 1 Advertising as an Institution
Sep 3 Institutional Analysis of Advertising Rotzoll et al. 3
Key questions:
Is advertising an institution?
What are the different perspectives on advertising as an institution?
Which perspective do you agree most?
1. Presenter: ___________________
Discussion Leader: ____________________
| Advertising and the Consumer Culture |
Key questions:
1) What is consumer culture?
2) What roles did advertising agencies, media, and mass production technology play in contributing to build the consumer culture in the United States?
2. Presenter: ___________________
Discussion Leader: ___________________
|
Sep 10 Principles of Debates | ||
(presented by the Instructor)
UNIT 2: Social and Cultural Issues
Sep 10 Subliminal Advertising | ||
Key questions:
Twitchell gave a new definition of subliminal advertising. Do you agree to his definition? What kinds of advertisements would fall into subliminal advertising according to his definition?
Do you believe that advertising has subliminal effects on consumers and that advertisers and agencies alike use subliminal techniques in their advertising?
3. Presenter: ___________________
Discussion Leader: ____________________
Sep 17 Targeting at children: Issues on children's advertising | ||
Key questions:
Should children be protected from all kinds of advertising?
Does advertising provide any benefits to children?
4. Presenter: ___________________
Discussion Leader: ____________________
|
Targeting at homosexuals | ||
Key questions: Have advertisers legitimized and supported homosexual
relationships by targeting at them? When and under what
conditions should gays and lesbians be treated as a special
target group?
5. Presenter: ___________________
Discussion Leader: ____________________
Sep 24 Debate 1: Advertising is persuasion, not information.
Targeting at ethnic minorities | Freeman, Bowen & Schmid | |
Key questions: Should minorities be targeted as a separate market with different creative and media strategies? Or have they become as mainstreamed as Freeman argued that they should be treated the same as the white Americans?
What are the problems in the portrayal of minorities in advertising?
6. Presenter: ___________________
Discussion Leader: ____________________
Oct 1 Stereotypes of women and the elderly in advertising | Whipple & Courtney, Robin et al. | |
Key question: Women and the elderly are often treated as victims
of advertising by negative portrayals and stereotypes in advertising.
As advertisers, can you create advertising and select media that
will advertise to them effectively while not creating stereotypes
on them?
7. Presenter: ___________________
Discussion Leader: ____________________
The role of images in advertising | ||
Key questions:
Why are sex and romance prevalent themes in advertising?
Can effective advertising be without sex and romance?
How do beer advertisers use images to evade the accusation of
encouraging alcoholism?
8. Presenter: ___________________
Discussion Leader: ____________________
Oct 8 Cultural consequences of advertising | ||
Key questions: Pollay characterized advertising as a distorted
mirror of the society. How does advertising distort the reality
of the society? Do you think advertising reflects the society
rather than changes it?
9. Presenter: ___________________
Discussion Leader: ____________________
Exam Review
Oct 15 Exam 1
UNIT 3 Economic Issues
Advertising and the Economy | ||
Key questions: Does advertising increase competition or hinder competition?
Does advertising waste the resources or improve the efficiency in using the resources in the society?
11. Presenter : ___________________
Discussion Leader : ____________________
| Oct 22 Advertising and Product Consumption |
Key questions: Does advertising create unnecessary consumption of products?
Under what conditions may advertising stimulate the demand for products?
12. Presenter: ___________________
Discussion Leader: __________________
| Advertising Response Functions | Simon & Arndt |
Key questions : Why is it so difficult to link sales growth with advertising investment? Can direct response advertising be the solution to establish the causal effect of advertising to sales?
13. Presenter: ___________________
Discussion Leader: ____________________
| October 29 Debate 2: Media should be free from advertising support | Bogart |
|
Key questions: What is brand equity? How does advertising build a brand's equity?
What is the relationship between sponsorship and advertising?
Why so many sponsorships only serve as management egos?
14. Presenter: ___________________
Discussion Leader: ____________________
| November 5 Advertising and Product Price |
Key question: Does advertising lead to higher or lower consumer prices?
What evidence support your view?
15. Presenter: ___________________
Discussion Leader: ____________________
| ||
Key questions: How effective is comparative advertising in capturing
market share from competitors? Under what conditions will you
use comparative advertising for your products?
16. Presenter: ___________________
Discussion Leader: ____________________
Term paper proposal due
November 12 Exam 2
UNIT 4 Regulatory and Legal Issues
| The Commercial Speech Doctrine |
Key questions: 1) Should commercial speech be afforded less protection than other types of speeches? 2) Based on the commercial speech doctrine, should cigarette advertising be banned?
17. Presenter (1): ___________________
Discussion Leader (1): __________________
November 19 D. C. Lam Conference. No Class. Preparation for Debate 3.
November 26 Thanksgiving Holiday. No Class.
| December 3 Debate 3: Self-regulations are much more effective than self-regulations in protecting consumers from controversial product advertising | Fueroghne, Rotfeld, McDonough |
Regulatory issues in different contexts: telemarketing and other new forms of advertising | Ha 1993, 1996 | |
Key questions:
What are the legal concerns about new forms of advertising such as telemarketing?
How did governments in developing countries use regulations to protect their countries?. Should they use regulations to solve their problems?
18. Presenter : ___________________
Discussion Leader : __________________
Dec 10 UNIT 5: Ethical Issues and the Future of Advertising
| Advertising in disguise: Product placement and advertorials | Cameron et al., Stanley, Vollmers & Mizerski |
Key questions: What are the ethical issues underlying the masking of advertising under editorial cover such as product placement and advertorials?
As a consumer, can you tell the difference between advertisements
and editorial content in advertorials?
19. Presenter : ___________________
Discussion Leader: __________________
| Stankey, Twitchell |
Key questions: 1) Is advertising qualified as a profession? 2)
What should be the minimum ethical requirements for advertising
professionals? 3)What are the changes in the advertising industry?
How will you prepare yourself as a future advertising professional?
20. Presenter: ____________________
Discussion Leader: ____________________
Dec 17 Term Paper due (5:00 p.m.)