Introduction to Advertising

Course Code

ADMC 100

Academic Year

2016-2017

This course is an overview of advertising from several perspectives, including that of the client and agency. The forces contributing to the development of the modern advertising agency; the elements of advertising campaigns; who does what- the structure of an agency; advertising media; recent industry developments; and the role of advertising in society. Individual assignments and group projects will have two goals: to build a critical awareness of the rhetoric of advertising; and to put into practice the students' understanding of the industry.