The course introduces students to the foundational theoretical concepts and methods for the analysis of public relations, advertising and consumer culture. Advertising as communication concentrates on the workings of the advertising industry and the production of advertising. This course emphasises the history and changing cultural contexts of public relations, advertising and modern consumer cultures, the meaning of public relations, advertisements, and the way that ads and public relations address and connect with consumers. Theoretical and strategic concepts about brands, their values, codes and meanings are also covered. An introduction to the theories of the commodity, fetishism, and use and exchange value will be addressed, as well as theories of the rise of consumer culture, the politics of consumption, and the cultures of consumption.
Course Catalogue
This course explores through lectures and practical exercises, the main techniques, issues and problems involved in using propaganda and public relations as means of influence and persuasion. This course examines the history of propaganda and public relations; propaganda in times of crisis or war; the propaganda techniques used by different organization (powerful private corporations in the modern world) as well as state. The central analytical technique applied to these situations will be discourse theory on the basis that all public statements are a form of discourse.
In this course, advertising concepts, definitions and the historical development stages of the industry are examined. The role of advertising in the marketing communication process and the new dimension of advertising will be defined. The advertising course also offers students the basic advertising techniques within communication process and marketing mix. It aims to introduce different types of advertising, advertising media, sales promotion, sponsorship and exhibitions models for analysis and the planning, executing and evaluation of an advertising process. Course includes preparation and presentation of an advertising campaign.
This course is designed to help students create successful PR campaigns. These include identifying the problem, creating campaign objectives, specifying the audience, formulating PR strategies (sender, message, channel and environment), planning for implementation (tasking and budgeting) and designing monitoring and evaluation techniques.
All students studying in the MSJ program will undertake an internship in an area of the media that interests them. If no internship is available students will do a substantial project. Faculty will assist in the gaining of placements and supervise students for the duration of the placement or the production of the project. Students will keep a log of their activities for assessment. The host will be asked to evaluate the students’ progress and on completion of the placement or project, students will write a reflexive essay evaluating the experience.