SCHOOL OF MEDIA, FILM AND MUSIC 2012-13

Elective module

Advertising

Lloyds TSB For the Journey 2012

Module Code P3083 Level 2 Spring Term Credits 15 Convenor Email Telephone Janice Winship Silverstone 201 j.winship@sussex.ac.uk 01273 678240

Welcome to the Module! NB For the first seminar in Week 1 you need to do the following: Preparatory work, sent by email as a separate attachment and also on the Study Direct (SyD) site for the Module. This involves an exercise and one reading (on SyD). Required core readings for the rest of the module are available in a Reader (which you will be able to buy from the MFM School Office, Silverstone 220). Try too to check out this Guide, especially paying attention to the group presentations in Week 6. Do use the Contents page to find your way around. Sarah, Alan (and Janice)

Information
Tutors Alan DAaiello Sarah Johnston For all module enquiries Sally Mitchell SB 220 Anjuli Daskarolis SB 220 Room no E-mail a.daiello.@sussex.ac.uk s.g.johnstone@sussex.ac.uk Telephone n/a n/a

mfm@sussex.ac.uk mfm@sussex.ac.uk

01273 877538 01273 87(3481)

For all MFM Resource enquiries Gail Taylor SB 302 g.taylor@sussex.ac.uk

01273 87(6607)

Teaching and learning modes

Seminar: Wks 1-4, 6-10/11 (1hr 50 mins) Essay Workshop Wk 12 (1hr x 50 mins) Tutorials Wk5,13 & various (approx 4 x 15 mins) Study group Wks 1-10/11 (30-60 mins) Independent study Approx 9-10 hours a week over 13 weeks Total hours of study for module 150 hours Contributory Assessment Coursework Made up of: Weighting 100% a) Group Presentation (10 mins + 10 mins audio/visual) 30% b) Essay 2000 words 70% Please check submission dates on Sussex Direct NB The submission details on Sussex Direct supersede any that may appear in this or any other handbook Resit If you need to resit your module you will be informed by email and by letter during the Summer break. It is your (the students) responsibility to check your university email during this period and to let us know of any change of address. You will be sent full details of where to find information (essay questions, dates for handing in work, and so on) for your resits. Information will be posted on the web. See Study Direct site MFM Docs and Info (Resits) for the necessary link.

FOR FURTHER DETAILS OF ASSESSMENT TURN TO p.30 and see SyD

plagiarism and collusion

As you are probably aware plagiarism and collusion are regarded as serious academic offences for which there are high penalties. Do make sure you understand these offences and how they might occur in written and practice work so as to avoid committing them. Plagiarism is the use of other peoples work or ideas in a written or practice assessment without acknowledgement of their source such that the ideas are represented as your own. In written work, paraphrasing, copying sentences and phrases without indicating verbatim quotations (i.e. using quote marks or indenting as a distinct paragraph) and without providing adequate referencing is plagiarism. Note that the mere mention of the source in your bibliography is not regarded as sufficient acknowledgement. Rather for each source, including books, articles, material from the net, DVDs, magazines etc, you should reference either in the body of the written work or in footnotes, following the guidelines in your discipline-specific Study Guide or Handbook. In practice work you need similarly to cite the source of any found images, sound, music, i.e. any work you have not personally created, in the credits of your project and in any accompanying written work. Collusion is the joint production with someone else of work that is supposed to be yours (or theirs) alone (i.e. is meant to be an individual assessment). If you have any doubts about plagiarism, do discuss with your tutor and/or check out the Study Direct site on Turnitin. If you submit your work to Turnitin it will check the degree to which your writing matches text on the web, aiding your identification of poorly referenced sections. There are also interactive exercises to help improve referencing skills, with links to the Librarays InfoSuss and the Study Success at Sussex (S3), both of which offer guidance on study skills and essay writing.

problems and difficulties

If you experience health or other issues which impact on your ability to complete your assessments, the guidance and Mitigating Evidence Form you need to complete for lateness, non-submissions or impairment is available via your Sussex Direct site. You can complete the form electronically try to do this near to the deadline but you will need to print it off. The form, plus corroborative evidence, should be placed in an envelope, marked Confidential and handed in to your School Office within three weeks of the deadline. If you have problems, difficulties or complaints with any of your modules or your Course, do discuss these as early as possible with your Academic Advisor, the

appropriate Module Convenor, a Student Mentor or Student Advisor based in the Student Life Centre in Chichester building. If you prefer you may wish to contact a Student Representative. If you wish to take matters further, then speak to the appropriate Department Head, or Course convenor, the Director of Teaching of Learning or your Director of Student Experience.

contributory assessment
Information regarding contributory assessment and formal module requirements is published by the Student Progress and Assessment office (SPA). Only this information is authoritative. Check submission details on Sussex Direct. However, if in doubt about regulations, deadlines, or late submissions double check with the School Curriculum Officer, Sarah Green or the SPA office, and do not rely only on your tutor word. We sometimes make mistakes!

MFM Email Policy

In the interests of reducing email traffic but acknowledging that you as students need access to your tutors (and that tutors have a range of responsibilities in addition to teaching eg. research and administration), the following applies: You should normally use email: To let a tutor know if you cannot attend a class; To make a brief enquiry; To send a draft of work-in-progress that your tutor has requested To make an appointment with you tutor. Do bear in mind that tutors are busy people and may not always be able to respond to your email as quickly as you would like! Your tutor will normally use email: To communicate with individuals or groups between classes Your tutor will normally NOT use email: To provide feedback on work-in-progress Tutors all provide office and/or tutorial hours and you should use these if you are seeking such feedback or need a longer discussion about your study

Contents
Introduction ................................................................................................................. 1 Your contribution to the module................................................................................ 2 Organisation................................................................................................................ 4 Learning outcomes ..................................................................................................... 6 The module at a glance .............................................................................................. 7 WEEK BY WEEK ......................................................................................................... 7 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 1 Weeks 2 Preparation for module ............................................................................. 8 Back to the future ...................................................................................... 8 Capitalism & the 'work' of advertising ......................................................... 9 Symbiosis: Media & advertising ............................................................... 12 Context matters: Gender, nation & technologies ...................................... 16 Controversial advertising ......................................................................... 19 'The good life': Nostalgia, utopia and the therapeutic ............................... 21 Working in advertising ............................................................................. 24 The Politics of advertising ........................................................................ 26 Essay preparation.................................................................................... 28 Workshop ................................................................................................ 29 Workshop ................................................................................................ 29

Summer Term............................................................................................................ 29

Week 3,4&5 Individual tutorials ................................................................................ 29 Contributory Assessment ....................................................................................... 29 Essay .......................................................................................................................... 30 Weekly tasks .............................................................................................................. 31 Presentation - Group Project....................................................................................... 32 Study Groups ............................................................................................................ 39 Further reading ......................................................................................................... 43 Resources ................................................................................................................. 46

introduction
The focus for this module is advertising but in particular, advertising thought about through the lens of (social) change. This might seem counter intuitive. After all advertising is often taken to be a conservative force reproducing dominant ideologies, trading in stereotypes, generally behind the curve or blocking change. Alternatively advertising is popularly seen as heralding or even causing undesirable changes, cultivating bad food habits in children, contributing to obesity and binge drinking. But as an institution and commercial tool tied into the dynamics of capitalist modernity it also trades in the new: forever trying to capture the mood of the moment or articulate the current state of play. For this reason perhaps, and not always with much attention to its communicative performance, historians have regarded advertising as an insightful documentary resource for mapping change. We might also think about advertising as managing change, resolving the tensions and anxieties of modern life and not, as many would argue, simply inciting anxieties for which capitalism has the remedy: go shopping. Contradictions abound: an anti-globalisation politics regards advertising as handmaiden of capitalism yet as part of its tactics to undermine the economic and social world order, mobilises the form of advertising against corporate brands (see Adbusters). So too charities and government departments deploy advertising to challenge and make vivid the effects of certain behaviours, and to (sometimes) shock us into changing (Drink-drive, anti-smoking, drug consumption, child abuse, healthy eating, and so on). The underlying assumption here is that advertising is powerful; it not only makes us buy commodities we dont need, but can also impact on how we behave, i.e. advertising works. Interestingly those who work in advertising are less persuaded of the latter, seeing their endeavours as more one of stabbing in the dark. As a well known maxim, sometimes attributed to Lord Leverhulme (19th century soap magnate and founder of the model village, Port Sunlight), puts it: I know that at least half of my advertising money is being wasted. My problem is I do not know which half (Schudson 1984:85). What is perhaps less contentious, however, is that advertising has been critical in the funding of media systems over the 20th century. It has also profoundly shaped what media is available and to whom. As we shall see, in the 21st century this model of funding is being undermined. It is also clear that whatever its economic function advertising is a cultural practice. As complex media, ads offer pleasures and irritations, provoke memories, suggest multiple and fractured identities, tell endless stories about life, and about who we are and the world we inhabit. As entertainment, even art, ads contribute to how we feel, think, talk and culturally connect and disconnect from others.

The key aims of the module are to:

1) Open up critical analysis of advertising as economic tool and cultural practice 2) Explore advertising at particular historical moments and in specific geographical locations, examining its cultural intervention in wider changes (social, political, economic and cultural). 3) Engage with debates about advertisings alleged powers and its regulation. 4) Describe and understand the implications of the shift from advertising to branding in the context of globalisation and the rise of digital media forms. Key questions include: What is advertising? What does it do? What is the work of advertising? What is advertisings relation to social change? How useful is it to think of the discourses of advertising as following, blocking, producing or managing change? How is advertising changing? Are current shifts qualitatively shaping what advertising is and how we should think about it? The weekly sessions will address these aims and consider these questions through a range of topics or case studies and by engagement with different approaches to the study of advertising. See The module at a glance (p.7) for a schematic map of the module.

Your contribution to the module

As a student on the module you are expected to: Arrive promptly at seminars, tutorials, workshops and your study group (see p.38 and SyD for details of the latter) Engage with the required preparation for your seminar and your study group. (If you cannot do everything, ensure you bring something to the sessions, i.e. you should not rely on the hard work of your fellow students!) Participate in seminar discussions. If you find it hard to speak in your seminar group, then use your study group to rehearse points or questions to raise in the session. (In fact a sensible idea for everyone.)

But note too that careful listeners are also important in the making of a good seminar. Take notes in seminars, even if these are only brief, and add them to your Work book (see below). They will help you consolidate your learning and act as inspiration and prompts as you work on your assessment. Read the articles in your Reader but try to check out books and articles beyond these, according to your interests especially when writing your Essay. Use further titles listed in your module guide/SyD, at the end of articles in your Reader articles and also browse the library shelves. Note the full reference of a title and take some notes so you can go back to it later. This will save you a lot of time later! Consume ads! Be alert to advertising as you go about your daily life. But also try to seek out advertising you wouldnt normally bother with (see below). In return tutors hope to help make your module a stimulating and enjoyable experience!

Other reminders: Your study group: take it seriously it will help you. Make good use of it for thinking through your own ideas, sharing resources and getting to grips with readings and seminar preparation. Tutorial help: When you wish to discuss something with your tutor, do arrange a meeting in Office hours. On the whole wed rather not be ambushed at the end of a seminar as we rush off to another class and are unlikely to be able to deal adequately with your queries. Illness etc: where possible do let your tutors and study group members know in advance if you cannot make a seminar or meeting or contribute to group work. Or email your tutor afterwards to explain your situation. This is not only polite but will allow tutors to assess whether there are non-academic factors hindering your study. Ive not done any work! Do still come to your seminar or study group. Youll learn more and feel better than if you stay away. Once you start not attending it can be difficult to get back on track. However do have a word with your tutor before the seminar starts, to avoid feeling uncomfortable. Finally, remember that what you get out of a module depends on what you put into it, inside and outside the seminar room.

Organisation
Over the module you will have ten seminars, a workshop, group and individual tutorials. The seminars will be split into two parts: an introduction/short lecture (30-40 minutes) from your tutor who will open up the weeks theme, introduce you to ideas and arguments and the kind of material the session is engaging with; seminar discussion asking questions in relation to the tutors introduction, reporting back from study groups, exploring the reading youve done and materials you may have been asked to collect and analyse. Each week your tutor will advise you of Study Group and Independent study required for the following week. In Week 5 you will be having group tutorials to discuss your assessed presentation, which you will all be doing in Week 6 five presentations per seminar group. (For further details see p.30.) In week 13 there will be a workshop on Essay preparation. From week 7/8 tutorial time will be available in tutors office hours to support your Essay. Research and Study Skills In preparing your weekly tasks and contributory assessments, the module introduces you to: relevant organizational bodies related to advertising; how to access marketing, business, and academic articles on advertising; archives for accessing historical and contemporary ads. Assessments develop your skills of academic argument (in written and oral form), visual analysis and interpretation, and essay writing, including academic conventions for referencing other works. Study Direct All module materials and extra resources will be available on SyD and tutors will at various times be asking you individually or in your Study Group to upload material or notes, or contribute in some way to the module forum. Feedback The overall aim of feedback is to help you develop a broad range of academic skills that will benefit you throughout life, but in particular encourage you to reflect on your own approach to learning, develop your ability to learn independently and to evaluate your own work. It can take many forms, for example:

You will be given individual written feedback from tutors on contributory assessments; Tutors will also post generic feedback for particular assessments on Sussex Direct; You may receive written or oral feedback from fellow students on class presentations or other exercises; You are getting feedback when your tutor (or fellow student) comments on your responses to questions in seminars; As you devise and research written work or presentations, your tutors will give you oral feedback on your progress; You may also obtain specific or general feedback when you discuss your overall progress with tutors or academic advisors.

What should feedback do? All feedback should be constructive, not just telling you the work was good or bad; Individual written feedback should help you understand why your work was given the mark it was and how you can improve your work in future; Feedback on your progress (when you are working on a piece of written work, a presentation, a practice project) should guide the completion of your assessment;

In particular in this module, you will be provided with oral feedback on your progress, in groups or individually, in tutorials. You will also get peer group and tutor feedback, both oral and written, from your tutor and fellow students. The latter will be in the week following the presentations (via SyD), the former approximately within a week of you providing your tutor with your individual commentary. (See details on the Group Presentation on p.30) Your Essay will be returned to you, with brief annotated comments, and with more sustained feedback and grade posted onto Sussex Direct - within the time frame set centrally by the University. If you are not clear about the feedback and you do not feel it is helpful, please do contact the Module convenor. Thus students will provide: Group feedback on one other presentation (in week 6) which will be uploaded onto SyD

Credits
This module is a 15 credit module (1 credit = 10 notional learning hours), i.e. over 15 weeks you should be devoting approximately 150 hours to it. In effect that 150 hours is distributed over 17 weeks, including the Easter vacation and one week of the End of year assessment period. You hand in week 2 of the latter. You should probably allocate around 30 hours for your essay.

Learning outcomes
By the end of the module we hope that you will have gained new insights into an area that as consumers you are already very familiar with and developed both an industry-informed knowledge as well as a critical and theoretical understanding of advertising. In particular a successful student will be able to: 1 2 3 Identify and evaluate key academic debates about the place and status of advertising in society. (Essay) Explain and deploy relevant theoretical frameworks and concepts to understand particular facets of advertising. (Essay) Demonstrate skills of presentation, synthesis of ideas, analysis and argumentation in oral and written communication.

Module evaluation and module changes

You will have opportunity at the end of the module to discuss and evaluate the module and your learning via group discussion and an anonymous electronic questionnaire. We welcome your comments in order to improve modules and students learning in future years.

The module at a glance

Spring Term

WEEK 1: INTRODUCTION

Seminar (See Preparatory work on SyD, sent to you by email) Seminar

WEEK 2: BACK TO THE FUTURE?

WEEK 3: CAPITALISM & THE WORK OF ADS Seminar WEEK 4: SYMBIOSIS: MEDIA & ADVERTISING Seminar WEEK 5: GROUP TUTORIALS These may be in your seminar slot, check with your tutor WEEK 6: CONTEXT MATTERS: NATION, GENDER & TECHNOLOGIES Seminar: Group presentations WEEK 7: CONTROVERSIAL ADVERTISING Seminar WEEK 8: THE GOOD LIFE: NOSTALGIA, UTOPIA & THE THERAPEUTIC Seminar WEEK 9: WORKING IN ADVERTISING Seminar WEEK 10/11: THE POLITICS OF ADVERTISING Seminar WEEK 12: WEEK 13: Essay Workshop Tutorials

Essay submitted in Week 2 of End of year assessment period Check Sussex Direct for details

WEEK BY WEEK Week 1 What does advertising do?

Introductions to advertising, to each other, to the module and the work you will be doing. Your tutors will begin to sort you into Study Groups and set up the group presentations taking place in week 6. The issues you will be thinking about (based on the preparatory work we hope you have done emailed, on SyD and at the back of this module) include: What does advertising do (and not do)? How can we think of it economically and culturally? What does Myers mean by ad worlds? Thinking only of yourself: What makes some ads irritating? (Consider a particular example) What makes you like a particular ad? Core Reading Myers, Greg (1999) Ad Worlds: Brands, media, audiences, London, Arnold, Preface pp.ix-xi and Ch 1 What do ads do? extract pp.3-6 (full chapter pp.314)

Before embarking on this work, do read the introduction to Week 2s topic Study group tasks for next week: 1 You will be allocated one of two documentaries to view and discuss together: either: Part 5 of BBC Washes Whiter series: The getaway people, paying attention to how TV commercials in the UK changed from the 1950s to early 1990s (Copies in MFM resource room in Silverstone, top floor, 302.) Or: Part 1 of the BBC series Animation Nation The art of persuasion, focusing on the creative potential of animation and its changing deployment over the 20th century in propaganda and advertising. (1 copy in main library, 1 in MFM resource room) Independent study tasks 1 Read and take notes on core reading McFall 2004 Tutors will provide more info on how to approach these tasks.

Week 2: Back to the future?

In this session your tutor will ensure that you have all been allocated to a Group presentation for week 6, have a copy of the relevant article and understand what you will be doing. This weeks theme is to explore advertising then and now. We like to think perhaps that there is more advertising today than theres ever been. It clutters cities, clutters media and our daily lives. But what does Liz McFall have to say about this? Do we also believe that our advertising is the most sophisticated, the most creative and advanced in its techniques, less crass, less hard sell, than advertising in the 19th century and the first half of the 20th century? Does Liz McFalls article and the documentary The art of persuasion challenge this belief? How does the documentary The getaway people characterise the years from the 1950s to the 1990s in the UK? How did the advertising change over that period, as the economic, political, social, cultural landscape changed? What are the further changes since the 1990s that Leiss et al discuss? Do you recognize the advertising they refer to? Are you surprised by any of the discussion in the articles or documentaries? Core Reading McFall, Liz (2004) The language of walls: Putting promotional saturation in historical context Consumption, Markets and Culture, Vol. 7, No. 2, Extract, pp. 107 120, and p. 125-128 (Full article: pp.107-128) (On SyD) Leiss, William, Kline, Stephen, Jhally, Sut, Botterill, Jacqueline (eds) (2005) 3rd edn Social Communication in Advertising: Consumption in the mediated marketplace, Ch 16 The fifth frame, extract pp.563-572 [full chapter pp.563578] (on SyD)

Before embarking on this work, read the introduction to Week 3s topic Study group tasks for next week: 1 The work of ads: analyse 2-3 magazine or newspaper ads in response to Fowles idea of churning dynamics each group to be allocated one of his tensions. Sort out and allocate tasks for Week 5 presentation (see p.30 for more details) Read and take notes on core reading Slater 1997, Fowles 1996 Tutors will provide more info on how to approach this and other tasks.

Independent study tasks 1

Week 3

Capitalism & the work of advertising

This session engages firstly with the bigger economic and social changes in which advertising is produced, exploring how shifts are thought about. What is meant by Fordism, Postfordism, informational capitalism, mass customisation? How have these terms been used when talking about advertising and branding? Secondly the session shifts to advertisements themselves in order to begin to give you some practice in how to comment on ad texts necessary for you later presentation. Jib Fowles refers to the churning dynamics evident in ads. Why are there such tensions? What do they suggest about advertising? Each Study Group will be asked to talk about one or two of their ads in relation to the particular tension you have been asked to focus on. Core Reading Slater, Don (1997) Consumer Culture and Modernity, Cambridge, Polity, Ch 7 New Times especially sections Fordism and Post-fordism pp. 183-195 (Full chapter pp.174-209) Also on SyD Fowles, Jib (1996) Advertising and Popular Culture, Thousand Oaks and London, Sage, Ch 4 The dynamics behind the advertisement, pp.77-102 Recommended Reading Tensions Brierley, Sean (1995) 2nd edn The Advertising Handbook, London, Routledge, especially Ch 15 Postscript: Advertising in crisis pp.233-259

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Leiss, William,Kline, Stephen, Jhally, Sut, Botterill, Jacqueline (eds) 3rd edn Social Communication in Advertising: Consumption in the mediated marketplace, London, Routledge, Ch 12 Structure and agency: tensions at play in advertising design Richards, Barry, MacRury, Iain, Botterill, Jackie (2000) The Dynamics of Advertising, Amsterdam, Harwood Academic Publishers, Ch 2 The historical dynamics of the advertising industry, especially pp.13-29 Schudson, Michael (1984) Advertising, the uneasy persuasion: its dubious mpact on American society, London. Routledge, especially Ch 2 What advertising agencies know especially pp.44-53 Capitalism Amin, A (1994) Post-Fordism: A Reader, Oxford, Blackwell Castells, Manuel (1996) The Rise of the Network Society Volume 1: The information Age: economy, society and culture, Oxford, Blackwell, especially Chs 1 and 5 Childs, Peter (2000, 2nd edn 2007) Modernism, London, Routledge, especially Ch 1, pp.1-18 Comaroff, Jean and Comaroff, John (2000) Millenial capitalism: first thoughts on a second coming Public Culture, Vol. 3, pp.291-343 Featherstone, Mike (2007) 2nd edn Consumer Culture and Postmodernism, London, Sage, especially Chs 1, 5 and 6 which are also in 1st edn Goldman, Robert (1992) Reading Ads Socially, London, Routledge, Ch 1 Subjectivity in a bottle: commodity form and advertising form, pp.15-36 Harvey, David (1989) The Condition of Postmodernity, Cambridge, Polity, Parts,1-3 Jhally, Sut (1990) The Codes of Advertising: Fetishism and the political economy of meaning in the consumer society, London, Routledge, especially Ch 2 The fetishism of commodities: Marxism, anthropology, psychoanalysis, pp.24-62 Lash, Scott and Urry, John (1994) Economies of Signs and Spaces, London, Sage, Introduction, pp.1-11 and Ch 5 Accumulating signs: the culture industries pp.111-144 (includes section Advertising: new paradigm for the culture industries, pp.138-142) LaFave, Sandra (undated) The Marxist critique of consumer culture http://instruct.westvalley.edu/lafave/marxism_and_culture.html Lee, Martin (1994) Consumer Culture Reborn, London, Routledge, especially Ch 9 Leiss, William, Kline, Stephen, Jhally, Sut, Botterill, Jacqueline (eds) 3rd edn Social Communication in Advertising: Consumption in the mediated marketplace, Ch 9 Late modern consumer society Lury, Celia (2004) Brands: The Logos of the global economy, London, Routledge, especially Chs 1 and 3

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McGuigan, Jim (1999) Modernity and Postmodern Culture, Buckingham, Open University, especially Chs 2-3 Moor, Liz (2007) The Rise of Brands, Oxford, Berg, especially Chs 1-4 Murray, Robin (1988) Life after Henry (Ford), Marxism Today, October, pp.813 Nava, Mica (1997) Framing advertising: cultural analysis and the incrimination of visual texts in Mica Nava, Andrew Blake, Iain MacRury and Barry Richards et al (eds) Buy this Book: Studies in Advertising and Consumption, London, Routledge, pp.34-50 Goldman, Robert and Papson, Stephen (2011) Landscapes of Capital: Representing time, space and globalization in corporate advertising, Cambridge, Polity, especially Ch 1 Sarup, Madan (1996) Identity, Culture and the Postmodern World, Edinburgh University Press, especially Ch 7 The condition of postmodernity, pp. 94-104 but see also Chs 8 and 9 Williams, Raymond (1980) Advertising: the magic system Problems in Materialism and Culture, London, New Left Books, reprinted in many collected volumes, including Sue Thornham et al (eds) Media Studies: A Reader, Edinburgh, Edinburgh University Press [available electronically in Advertising and Society Review] Before embarking on this work, do read the introduction to Week 4s topic Study group task for next week: 1 Continue with work for week 6 presentation, ensure you all know what theyre doing and keep in touch with each other. Begin to work on a plan to discuss with your tutor in Week 5 if not before. The medium is the message? Focus on one of the following (to be allocated by your tutor): billboards/outdoor, internet/online (or some aspect of online), radio, newspapers, magazines, TV, in order to consider the qualities of a particular medium and hence the kind of advertising most suited to it. Base this on a) your experience of using this media b) your reading for this week and c) what the appropriate marketing body has to say (see p. 43 for list of relevant web sites). To illustrate the above select a recent ad campaign which uses a medium particularly well (it can also rely on other media).

Independent Study 1 Read and take notes on core reading - Prez-Latre 2009, Hackley 2010 Tutors will provide more info on how to approach these tasks

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Week 4

Symbiosis: Media and advertising

This session will explore the relation between a range of media and advertising. Advertising has funded media production since the 19th century and has to some degree shaped media content. With the rise of satellite, subscription and online, this funding model has been challenged. It is impacting most heavily on newspapers. But one of the characteristics of postmodernity is that rather than one media gaining dominance, a range of media co-exist. Advertising campaigns are carefully orchestrated across different media, on line and off line, above the line (advertising) and below the line (PR, event marketing and sponsorship). At the same time old media like posters are just as significant in the marketing mix (for some product sectors and campaigns) as they have ever been and given their locations still tend to broadcast rather than narrowcast. In the seminar we will spend some time teasing out the characteristics of different media, how we experience and use them, drawing on the work you have done in your study groups. Well open up the symbiotic relation ads have to the medium in which they are embedded. Core Reading Prez-Latre, Francisco (2009) Ch 3 Advertising fragmentation: the beginning of a new paradigm? in Powell, Helen, Hardy, Jonathan, Hawkin, Sarah, MacRury, Iain (eds) 3rd edn The Advertising Handbook, London, Routledge, pp.34-45 Hackley, Chris (2010 2nd edn) Advertising and Promotion: An integrated marketing communications approach, London, Sage, Ch 5 Promotional media in the digital age, Extract pp. 138-144, 149-156 [full chapter pp.135160]

Recommended Reading Andersen, Robin, Strete Lance (eds) (2000) Critical Studies in Media Commercialism, Oxford, Oxford University Press Bermejo, Fernando (2009) Audience manufacture in historical perspective: from broadcasting to Google New Media and Society, Vol. 11, Nos. 1&2, pp.133-154 Brierley, Sean (2002 2nd edn) The Advertising Handbook, London, Routledge, Chs 7-9 Collins, Richard (2011) Content online and the end of public media? The UK, a canary in the coal mine, Media, Culture and Society, Vol. 33, No. 8, pp.1202-1219

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Curran, James (1981) The impact of advertising, Media Culture and Society, Vol. 3, January, pp.43-69 Gomery, Douglas and Hockley, Luke (eds) (2006) Television Industries, London, BFI, Chs Selling advertising time UK, Selling advertising time US Hegarty, John (1999) Selling the product in Margaret Timmers (ed) The Power of the Poster, London, V&A Publications, pp.220-231 Lee, Micky (2011) Google ads and the blind spot debate Media, Culture and Society, Vol. 33, No.3 pp.433-447 Leiss, William et al (2005) Social Communication in Advertising, London, Routledge, Ch 5 Advertising and the development of communications, pp.93121 and Ch 10 Media in the mediated marketplace McAllister, Matthew (1996) The Commercialisation of American Culture, Thousand Oaks and London Myers, Greg (1999) Ad Worlds: Brands, media, audiences, London, Arnold, Ch 5 The media mix, pp.75-92 Smythe, Dallas (1995 originally published 1981) On the audience commodity and its work in Oliver Boyd-Barrett and Chris Newbold (eds) Approaches to Media: A reader, London, Arnold, pp.222-228 Turow, Joseph and McAllister, Matthew (eds) (2009) The Advertising and Consumer Culture Reader, London, Routledge, Part 2 The political economy of advertising and Ch 25 Joseph Turow Advertisers and audience autonomy at the end of television pp.402-409 Vollmer, Christopher et al (2008) Always on: Advertising, marketing and media in an era of consumer control, McGraw Hill Professional [available electronically] Magazines Benwell, Bethan (ed) (2003) Masculinity and Mens Lifestyle Magazines, Oxford, Blackwell, especially articles by Rosalind Gill, Ben Crewe Gough-Yates, Anna (2002) Understanding Womens Magazines, London, Routledge, especially Ch 4 Whos that girl? Advertising, market research and the female consumer in the 1980s, pp.56-78 Hebdige, Dick (1988) Hiding in the Light, London, Comedia, The bottom line on Planet One: squaring up to The Face Jackson, Peter et al (2001) Making Sense of Mens Magazines Cambridge, Polity Press, especially Ch 3, Editorial work, pp. 48-73 McCracken, Ellen (1992) Decoding Womens Magazines: From Mademoiselle to Ms, Basingstoke, Macmillan Newspapers Brierley, Sean (2002 2nd edn) The Advertising Handbook, London, Routledge, especially Ch 7 Advertising and marketing sections on newspapers, pp.93-98

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and Ch 15 Postscript: advertising in crisis section on Daily Telegraph, pp.251-259 Curran, James (1981 The impact of advertising Media, Culture and Society, Vol. 3. No. 1, pp.43-69 Dyer, Gillian (1982) Advertising as Communication, London, Routledge, especially Chs 1 and 2 McFall, Liz (2004) Advertising: A cultural economy, London, Sage, Ch 6, especially pp.158-166 Ungerer, Friedrich (2004) Ads as News Stories, News Stories as Ads: The Interaction of Advertisements and Editorial Texts in Newspapers, Text, 24, pp. 30728 Williams, Raymond (1980) Advertising: the magic system in Problems in Materialism and Culture, London, New Left Books, especially pp.170-183 [Full chapter pp.170-195] Outdoors Bernstein, David (1997) Advertising Outdoors: Watch this space, London, Phaidon Press, The strengths of outdoor, pp.112-175 [but other chapters are also relevant] Cronin, Anne (not dated) Outdoor advertising and the material, economic and symbolic organization of city space http://www.ville-enmouvement.com/chaire_universitaire/telechargements/articles_parutions/publi cations/ville_avec_flux/conferences/Anne_Cronin.pdf Cronin, Anne (2010) Advertising, Commercial Space and the Urban, Basingstoke, Palgrave Macmillan Hegarty, John (1998) Selling the product in Margaret Timmers (ed) (1999) The Power of the Poster, London, V&A Publications, pp.220-231 McFall, Liz (2004) Advertising: A cultural economy, London, Sage, Ch 6, especially pp.166-172 Timmers, Margaret (ed) The Power of the Poster, London, V&A Publications Radio Ingram, Andrew and Barber, Mark (2005) An Advertisers Guide to Better Radio Advertising, John Wiley Miller, D.W and Marks, L.J. (1992) Mental imagery and sound effects in radio commercials in Journal of Advertising, Vol. 21, No. 4, pp.83-93 Moores, Shaun (1988) The box on the dresser: memories of early radio and everyday life Media, Culture and Society, Vol. 10, No. 1, pp.23-40 Myers, Greg (1994) Words in Ads, London, Edward Arnold, Ch 8 Do we have time for a coffee? Conversations and everyday life, pp.105-121 [not just on radio but perhaps useful for thinking about radio ads]

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Perry, S.D. et al (1997) Using humorous programs as a vehicle for humorous commercials Journal of Communication, Vol. 47, No. 1, pp.20-39 Shingler, Martin and Wieringa, Cindy (1998) On Air Methods and Meanings of Radio, London, Arnold Television Butler, Jeremy (2006) Television: Critical methods and applications, London, Routledge, Ch 12 The television commercial, pp.388-449 [chapter available via Google books] Corner, John (1995) Television Form and Public Address, London, Edward Arnold, Ch 5 Ad worlds, pp.105-133 Flitterman, Sandy (1983) The real soap operas: TV commercials in Ann Kaplan (ed) Regarding Television, pp.84-96 Henry, Brian (ed) (1986) British Television Advertising: The first 30 years, Century Benham Jhally, Sut (1990) The Codes of Advertising, London, Routledge, Ch 3 McCarthy, Anna (2001) Advertising in Toby Miller et al (eds) The Television Genre Book, London, BFI Murdock, Graham (1992) Embedded persuasion: The fall and rise of integrated advertising in Dominic Strinati and Stephen Wagg (eds) Come on Down? Popular media culture, pp.202-231 Rutherford, Paul (1994) The New Icons: The art of television advertising, Toronto, University of Toronto Silverstone, Roger (1994) Television and Everyday Life, London, Routledge, Read extracts from Chs 1, 2 and 5 [this is about TV as a cultural form/medium not foremost about advertising] Tolson, Andrew (1996) Mediations: Text and discourse in media studies, London, Arnold, Ch 3 Modes of address, pp. 53-80 Internet/new media Bassary, Jonathan (2009) Advertising and new media in Helen Powell et al (eds) The Advertising Handbook, London, Routledge, pp.174-186. See also chapter by Eleni Kasapi. Kirby, Justin et al (2006) Connected Marketing: The viral, the buzz and word of mouth revolution, Butterworth-Heinemann [available electronically] Lee, Micky (2011) Google ads and the blind spot debate Media, Culture and Society, Vol. 33, No. 3, pp.433-447 McStay, Andrew (2010) Digital Advertising, Basingstoke, Palgrave Macmillan, especially Chs 2, 3 and 7 Myers, Greg (1999) Ad Worlds: Brands, media, audiences, London, Arnold Ch 8 Advertising, interaction and the world wide web, pp.133-147 Spurgeon, Christine (2008) Advertising and New Media, London, Routledge, especially Ch 1, Advertising and the new media of mass conversation

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Turow, Joseph (2008) Niche Envy: Marketing discrimination in the digital age, Cambridge, Mass., MIT Press, especially Ch 4 Wilken, Rowan and Sinclair, John (2009) Waiting for the kiss of life: Mobile media and advertising Convergence, Vol. 15, No. 4, pp.427-445

Before embarking on this work, do read the guidance on Week 6 presentations see p.30 below Study group task for next week: 1 Focus on your presentation! Prepare for your tutorial. Your tutor will inform you of the time and guide you on what they want you to do for this meeting.

Week 5/6 Context Matters: Gender, nations and technologies

The small group projects you will be working on to present in week 6 raise issues about the relation between advertising and social change in geographically specific locations (UK, USA, France, Germany, China ) at two particular historical moments (the interwar period, i.e. approximately 1920s to 1930s; World War 2 into the 1950s). There are two main aims to this project: 1) to get you to understand and appreciate your advertisements in their specific cultural and historical context (not simply evaluating them from the present day) 2) to get you to analyse them in relation to questions about social change. What we gain by looking at the past and at other cultures is often surprising insights about advertising practices we are unfamiliar with. These insights may challenge, for example, the notion that earlier ads and campaigns were simple, crude and nave in comparison to the sophistication of contemporary campaigns. We are also forced to make explicit the context in which those ads are produced and consumed, whereas with present day advertising it is only too easy, though problematic from a scholarly perspective, to take context for granted. One of the reasons it is easy to mock TV compilations of earlier ads or ads from another culture is simply because we read them from our culture in the present not as rooted in a different place or historical location. More specifically these projects throw up questions about (changing or reconfigured) national identity, technologies, gender and the modern. You will be scrutinising and critically analysing a small selection of ads in the light of the contextual background provided in one key article. You will be trying to get inside the period and culture you are engaging with.

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In each seminar there will be five (out of six possible) presentations. Questions to guide your analysis and interpretation include: What changes are these ads a response to? What and how is change represented in or across ads? In what ways do your selected ads suggest the modern? What constitutes the modern? What tensions are resolved in the ads? What subjectivities (and/or positions of identification) and power relations are discursively produced in the ads? And how are these achieved? Who do the ads interpellate or address? Do they engender emotion as well as meanings? What meanings are conferred on the object being advertised? (See further details of group project below p.30) Core Reading For all groups: Schudson, Michael (1993), The Uneasy Persuasion, London, Routledge, Ch 6 The emergence of new consumer patterns: A case study of cigarettes, pp.178-208 (This is useful in its discussion of advertising and social change, and in thinking about cigarette advertising in historical context.) Myers, Greg (1994) Words in Ads, London, Edward Arnold, Ch 10 See above, see above, see above: Words and pictures, pp.135-150 (This is useful, especially for those of you who have not engaged in analysis of texts, in providing some approaches for analysing words and images in ads.) Then, depending on your group (this will be arranged in Week 2) you will be focusing on ONE of the following articles which are not in your Reader but will be given to you in the seminar. Carter, Erica (1997) How German Is She? Postwar West German reconstruction and the consuming woman? Ann Arbor, The University of Michigan Press, Ch 4 The consuming woman as boundary of the West German nation, pp.109-116 and pp.158-170 Constantine, Stephen (1986) Bringing the empire alive: The Empire Marketing Board and imperial propaganda 1926-33 in John MacKenzie (ed) Imperialism and Popular Culture, Manchester, Manchester University Press, pp.192-231 Ross, Kristin (1994) Starting afresh: Hygiene and modernisation in postwar France, October, No 67, Winter, pp.23-44 Renov, Michael (1989) Advertising/photojournalism/cinema: the shifting rhetoric of forties female representations, Quarterly Review of Film and Television, Vol 11, pp. 1-21

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Stevens (2003) Figuring modernity: The New Woman and the Modern Girl in Republican China in NWSA Journal, Vol. 15, No. 3, pp.82-103 Wright, Patrick (1985) On Living in an Old Country, London, Verso, Ch Trafficking in history, Section iv, pp.56-68 Before embarking on this work, do read the introduction to Week 7s topic Study group tasks for next week: 1 2 Consolidate feedback for the group presentation you were allocated to respond to and bring to seminar. Make sure one of you has uploaded the handout and powerpoint onto SyD. Go to the general forum post to topic labelled Group presentations Search out a recent (last 3 years) ad campaign which has been the subject of controversy. Via newspaper and other articles (use the online data base Lexis Nexis) discuss the different viewpoints about it that emerge. Whats your view? You could could start by either going to the ASA home page or to an item from the BBC online listing the 10 most complained about ads in the UK last year (but its fine to choose ads from other countries): http://www.bbc.co.uk/news/magazine-19048807 NB Bring a copy of the ad(s) with you, preferably in electronic form Independent study: 1 Write up one side of A4 on your contribution to the Presentation and what aspect of the project interested you most. BRING TO SEMINAR. Read and take notes core reading Cronin 2003 and Ash 2008 Book a tutorial between week 7-10/11 to discuss your progress and essay. Begin to check out the Guidance on essays on SyD. Tutors will provide more info on how to approach these tasks.

2 3

Week 7

Controversial advertising

In this session we discuss ads in terms of controversy. What does it mean to say that an ad/campaign is controversial? Why do particular campaigns become controversial? We might say that such ads are viewed differently by different groups of the population, some often wanting the ad/campaign to be banned, others admiring it for its innovative approach. But we might also think about how such ads may act as a lightening rod for ongoing debates in society concerning changes or shifts in the society: about gender, the status

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of children or animals, about the death sentence (cf Benetton campaign in the US), about health, and so on. Such campaigns frequently gain further publicity via the broader media. But can they also be a means to political discourse, a means of discussing and perhaps creating change? In the UK ads are regulated on a voluntary basis (rather than through legal statute though ads must comply with a whole host of legislation specific to particular sectors). The key regulatory body is the ASA (Advertising Standards Authority, http://www.asa.org.uk/) Most complaints to the ASA involve misleading ads and only a fraction are about what used to be called taste and decency (now referred to as ads which cause harm and offence). The ASA adjudications of the latter are interesting in how they weigh up public opinion and take the measure of cultural and social change. Core Reading Cronin, Anne (2004) Advertising Myths: The strange half-lives of images and commodities, London, Routledge, Ch 2 Advertising as site of contestation: criticisms, controversy and regulation extract pp.33-45 [full chapter pp. 33-56] Ash, Susan (2008) Heroin Baby: Barnados, benevolence, and shame Journal of Communication Inquiry, Vol. 32, No. 2, pp.179-200 Recommended Reading Back, Les and Quaade, Vibeke (1993) Dream utopias, nightmare realities: Imagining race and culture within the world of advertising Third Text, Spring, pp.65-80 Bivins, Thomas (2004) Mixed Media: Moral distinctions in advertising, public relations and journalism, London, Routledge, especially Chs 7 and 9 Falk, Pasi (1997) The Benetton-Toscani effect: Testing the limits of conventional advertising in Mica Nave et al (eds) Buy this Book: Studies in Advertising and Consumption, London, Routledge, pp.64-83] Fam, Kim Shyan and Waller, David (2009) Addressing the advertising of controversial products in China: An Empirical Approach Journal of Business Ethics, Vol. 88, No. 1, pp. 43-58 Apr Giroux, Henry (1994) Consuming and social change: the United Colors of Benetton in Cultural Critique, Winter 1993-4, No.26, pp.5-32 Hackley, Chris (2010) Advertising and Promotion: An integrated communication approach, London, Sage, Ch 8 Advertising: ethics and regulation, pp.219-254 Hardy, Jonathan (2009) Advertising regulation in Helen Powell et al (eds) The Advertising Handbook (3rd edn), London, Routledge, pp.74-87 Li, Hongmei (2009) 'Marketing Japanese Products in the Context of Chinese Nationalism', Critical Studies in Media Communication, Vol. 26, No. 5, pp.435456

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Meijer, Irene Costera (1998) Advertising citizenship: an essay on the performative power of consumer culture, Media, Culture and Society, Vol. 20, No. 4, pp.235-49 Murji, Karim (2006) 'Using racial stereotypes in anti-racist campaigns', Ethnic and Racial Studies, Vol. 29, No. 2, pp. 260 280 Pardun, Carol (2009) Advertising and Society: Controversies and consequences, Oxford, Blackwell Tinic, Serra (1997) United Colors and untied meanings: Benetton and the commodification of social issues Journal of Communication, Summer Vol. 47, No. 3, pp.3-25 Van Stipriaan, Burnetta and Kearns, Robin A. (2009) Bitching about a billboard: Advertising, gender and canine (re)presentations New Zealand Geographer Vol. 65, pp. 126138 Winship, Janice (2000) Women outdoors: advertising, controversy and disputing feminism in the 1990s International Journal of Cultural Studies, Vol. 3, No. 1, pp.27-55 Before embarking on this work, do read the introduction to Week 8s topic Study group tasks for next week: In your group, once you have done the weeks core reading, select at least two ads for analysis and discussion: 1 2 One which uses music or sound in interesting ways. Each group will be allocated one of a) to e). How do these ads work on you? a) An ad which plays on nostalgia; b) is therapeutic - managing consumer anxieties, tensions or contradictions; c) does not conjure up the good life, d) creates a utopian feel; e) uses colour in an interesting way.

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Individual study: 1 2 Read and take note on core reading Goldman and Papson 1996; Richards et al 2000 If you havent already done so book a tutorial to discuss your progress and producing your essay. Tutors will provide more info on how to approach these tasks.

Week 8

The good life: nostalgia, utopia and the therapeutic

On the whole advertising aims to make the viewer/listener/user feel good. Even when it doesnt (government and charity advertising, for example), it plays on our emotions. Barry Richards et al (2004) describe advertising as offering a therapeutic role, Roland Barthes (1988) refers to advertising as psychic nutrition and Sut Jhally argues that advertising, tells a story about human happiness. That's how it sells. That's how it does its job. It sells products by convincing people that their happiness is connected to buying products (2002 emphasis in original). At one level Jhally is right, but ads and brands as cultural texts are also small interventions in daily life which work at the level of psychic and social identity. If personal and social life is marked by anxiety, self-doubt and uncertainty we live in a so-called risk society (Beck 1992) advertising (and the brands we trust) overtly and covertly pick up on these sentiments. Advertising encourages us to realise ourselves (as the LOreal ads insist, Because Im worth it) but can also, as Marchand puts it, dispense balms for the discontents of modernity (1985: 360). In the advice advertising proffers, it is one of a proliferation of helping professions. Nevertheless there is also a question about whether advertising creates (or at least contributes to) precisely the anxieties it purports to ease. In the seminar we also explore the contribution of music to ads: how does music speak to our emotions, can it suggest the feel of utopia? And do ads with a nostalgic theme, evoking a past good life to escape into, also suggest difficulties about the present, and anxieties about the future? Core Reading Goldman, Robert and Papson, Stephen (1996) Sign Wars: The cluttered landscape of advertising, New York, Guilford Press, Ch. 4 The flip side of jadedness: memory and a sense of place, Extracts pp.115-117, pp.127-9, pp.139-40 (Full chapter: pp.115-140) Richards, Barry, MacRury, Iain, Botterill, Jackie (2000) The Dynamics of Advertising, Amsterdam, Harwood Academic Publishers, extracts from Ch 5 The dynamic of cultural change: commercial culture in the age of identity and Ch 6 The psychodynamics of advertising, extracts: pp.101-106, pp.120-122, pp.139-140, pp.154-160 plus ads pp.125-126 [full chapters, pp.101-122 and pp.139-160]

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Recommended reading Nostalgia/risk/anxiety/emotions Anderson, Robin (1995) Consumer Culture and TV Programming, Boulder, Colarado, Westview Press, Ch 3 Emotional ties that bind: focus groups, psychoanalysis, and consumer culture, pp. 72-91 Giddens, Anthony (1991) Modernity and Self-Identity: Self and society in the late modern age, Cambridge, Polity Goldman, Robert and Papson, Stephen (1996) Sign Wars: The Cluttered Landscape, New York, Guilford Press, Ch 4 The flip side of jadedness: memory and a sense of place, pp115-140 Heilbrunn, Benot (2006) Brave new brands: cultural branding between Utopia and A-topia in Jonathan Schroeder and Miriam Salzer-Mrling (eds) Brand Culture, London, Routledge, pp.103-117 Holak, Susan L. et al (2007) Nostalgia in post-socialist Russia: Exploring applications to advertising strategy Journal of Business Research Vol. 60 pp. 649655 Illouz, Eva (2009) Emotions, imagination and consumption: a new research agenda Journal of Consumer Culture, Vol. 9, No. 3, pp. 377-413 Lears, T.J. Jackson (1983) From salvation to self-realization: advertising and the therapeutic roots of the consumer culture, 1880-1930 in Richard Wightman Fox and T.J. Jackson Lears (eds) (1983) The Culture of Consumption: Critical essays in American History 1880-1980, New York, Pantheon Books pp.3-38 Lash, Scott and Urry, John (1994) Economies of Signs and Spaces, London, Sage, Ch 3 Reflexive subjects, pp.31-59 Levitas, Ruth (2000) Discourses of risk and utopia in Barbara Adam, Ulrick Beck, Joost van Loon (eds) The Risk Society and Beyond, London, Sage, pp.186-210 MacRury, Iain (1997) Advertising and the modulation of narcissm: the case of adultery in Mica Nava et al (eds) Buy this Book: Studies in Advertising and consumption, London, Routledge, pp.239-254 Marchand, Roland (1985) Advertising the American Dream: Making way for modernity, 1920-1940, Berkeley, University of California, last section of Ch 10 especially The therapeutics of advertising pp.359-363 Meyers, Oren (2009) The engines in the front, but its hearts in the same place: Advertising, nostalgia, and the construction of commodities as realms of memory, The Journal of Popular Culture, Vol. 2, No. 4, pp. 733-755 Slater, Don (1997) Consumer Culture and Modernity, Cambridge, Polity, Section The self in consumer culture, pp.83-99 Music

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Alexomanolaki, Margarita Loveday, Catherine, Kennett, Chris (2007) Music and Memory in Advertising: Music as a Device of Implicit Learning and Recall Music, Sound, and the Moving Image, Vol.1, No. 1, Spring pp. 51-71 Allan, David (2005) An essay on popular music in advertising: the bankruptcy of culture or the marriage of art and commerce? Advertising and Society Review Blake, Andrew (1997) Listen to Britain: music, advertising and postmodern culture in Mica Nava et al (eds) Buy this Book: Studies in advertising and consumption, London, Routledge, pp.224-238 Cook, N (1993) Music and meanings in the commercials Popular Music, Vol. 13, No.1 Flinn, Carol (1992) Strains of Utopia: Gender, nostalgia and the Hollywood musical, Princeton NJ, Princeton University Press Klein, Bethany (2008) In perfect harmony: popular music and Cola advertising, Popular Music and Society, Vol. 31, No. 1, pp. 1-20. Klempe, Hroar (1993) Music, text and image in commercials for Coca-Cola in John Corner and Jeremy Hawthorn (eds) (4thedn) Communication Studies: An introductory reader, London, Edward Arnold, pp.245-254 Van Leeuwen, Theo (1999) Speech, Music, Sound, Basingstoke, Macmillan Before embarking on this work, do read the introduction to Week 9s topic Study group tasks for next week: 1 In your group or individually watch at least one of the following: Men from the Agency BBC2, Advertising Uncut (episode 4), The Rise and Fall of the Ad Man BBC4 or Selling the Sixties. Your could also watch an episode of Mad Men. What do you learn about the culture of agency life and work practices, past or present? (See pp.42-3 of this guide or where you can access these.) 2 Choose two ad agencies and check out their web sites. How do they each promote themselves? What are they selling? Independent study: 1 Read and take notes on core reading Malefyt 2003, Nixon 2003 2 Read the guidance on writing your essay (on SyD) 3 If you havent already done so book a tutorial to discuss your progress and producing your essay. Tutors will provide more info on how to approach these tasks.

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Week 9

Working in Advertising

In this session we consider the ad industry as a creative business. What is the work that advertising does? How are ad agencies organised? One of the characteristics of the industry is that it is always an insecure one. Why is this so? One reason is that there are a variety of ways companies and organisations may market their goods and services they dont have to choose an agency to assist their branding and sales. The ad agency is also unable to build up expertise in a particular sector, since convention dictates that at any one time they take on only one client from a particular sector. The agency is forced to invest energy in convincing clients of the value of its research and knowledge about media, brands and consumers. Web sites offer a glimpse of this establishing the agency brand which must be constantly promoted (Cronin 2004). Celia Lury and Alan Warde describe ad agencies as a kind of modern witch doctor (p.96) selling their divinations to clients. After all its impossible to measure the success of advertising (albeit such claims abound). The agency must also persuade the client that it has the ability to produce advertising that is new (but without wholly forsaking the old). Advertising work is constantly on the cusp of change/non-change. The two core articles for this week focus respectively on the role of account planners and creatives. Timothy Malefyts study is based on participant observation and details client-agency relations as manifested in a workshop organised by the agency. Aspects of divination and promotion are evident but the key endeavour (from the agencys point of view) is to build a relationship of trust with the client. Sean Nixons study is based on interviews with creatives who strive to demonstrate their creative edge and difference from earlier practitioners and thus establish cultural and symbolic capital. Note that the latter are predominantly men (so too is senior management). On the latter check out: http://www.creativereview.co.uk/crblog/2009/january/advertising-creatives-still-male-still-white and http://www.guardian.co.uk/media/2011/jan/20/ipa-women-in-advertising Core Reading Malefyt, Timothy deWaal (2003) Models, metaphors and client relations: the negotiated meanings of advertising in Timothy deWaal Malefyt and Brian Moeran (eds) Advertising Cultures, Oxford, Berg, pp.139-163 Nixon, Sean (2003) Advertising Cultures, London, Sage, Ch 4 The cult of creativity: Advertising creatives and the pursuit of newness, pp. 74-92 Recommended Reading Lury, Celia and Warde, Alan (1997) Investments in the imaginary consumer: Conjecture regarding power, knowledge and advertising, in Mica Nava,

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Andrew Blake, Iain MacRury (eds) Buy this Book: Studies in advertising and consumption, London, Routledge, pp.87-96 [full chapter 87-102] Cronin, Anne (2004) Currencies of commercial exchange: Advertising agencies and the promotional imperative Journal of Consumer Culture, Vol. 4, No. 3, extract: pp.341-353 [full article pp.339-360] Brierley, Sean (1996) The Advertising Handbook, London, Routledge, Chs 3, 5,6,8,9,13 Discovering consumers pp.25-40, Advertising agencies pp.5260, Client relationships pp.61-80, Media planning and buying pp.104-122, Media research pp.123-136, Measuring effectiveness pp. 190-212 Frank, Thomas (2001) One Market Under God: Extreme capitalism, market populism and the end of economic democracy, London, Secker and Warburg, Ch 7 The brand and the intellectuals, pp.252-275 [on Account Planners] G. Grabher, The Project Ecology of Advertising: Tasks, Talents and Teams, Regional Studies, 2002, 36, 3, 24562 Hackley, Chris (2005) Advertising and Promotion: Communicating brands, London, Sage, especially Ch 4 The business of advertising and promotion pp.78-105 Lash, Scott, Urry, John (1994) Economies of Signs and Spaces, London, Sage, especially Advertising: new paradigm for the culture industries, pp.138-142 Neidle, Andrea (2002 2nd edn) How to Get into Advertising, London, Continuum, especially Chs 3-7 Account management, Account planning, The creative team, Advertising media Nixon, Sean (2003) Advertising Cultures, London, Sage Richards, Barry et al (eds) (2000) The Dynamics of Advertising, Amsterdam, Harwood Academic Press Ch 11 Conclusions: the re-emergence of the rational consumer, pp.243-252 Schudson, Michael (1993), The Uneasy Persuasion, London, Routledge, Ch 2 What advertising agencies know, pp.44-89 Videos relevant to this topic: see Resources, pp. 42-3 of this guide Before embarking on this work, do read the introduction to Week 10s topic Study group tasks for next week: 1 Find an example of culture jamming. What does culture jamming do? Do you think your example would catch peoples attention? Is it effective in critiquing the ad/brand/company? 2 Do ad spoofs on YouTube critique or celebrate? Are there other ways that ads are critically engaged with online? Bring your examples and ideas to the seminar.

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Independent study: 1 2 3 Read and take notes on core reading Klein 2000, Sandlin et al 2009 If you havent already done so book a tutorial to discuss your progress and producing your essay. In order to push the process of essay writing further: i) check over the introductions to topics in the module guide, ii) read through all the notes and work you have done over the term. iii) think about TWO essay questions and how the work you have done could provide a starting point. iv) list some relevant bibliography, including at least two core readings and three other articles or chapters. v) bring to seminar. Tutors will provide more info on how to approach these tasks.

Week 10/11

The Politics of advertising

Notwithstanding the deployment of advertising techniques for non-commercial purposes, from a left point of view, advertising has long been regarded as one of the motors of capitalism. To criticise advertising is to take issue with commodification, the exploitation of labour, inequalities, dominant ideologies and, these days, the rape of the planet itself. An influential precursor of contemporary anti-capitalist movements were the Situationists who formed amid the radicalised intellectual and social climate of late 1960s France. Their strategy of dtournement (turning around) of signification has been taken up in the politics of culture jamming (sometimes called subvertising in the UK) which includes attacks on advertising campaigns, redesigning them to say something contrary. The Canadian magazine Adbusters, edited by Kalle Lasn, and with the subtitle Journal of the Mental Environment, is one of the more visible proponents of such a strategy, aiming as one commentator describes, to reclaim public, discursive and pyschic space which is currently occupied by commercial messages (Rumbo 2002). Or as Naomi Klein writes (2000), producing counter-messages that hack into a corporations own method of communication to send a message starkly at odds with the one that was intended (p.281). Is advertising an appropriate target for anti-globalisation protest? Is all advertising tarnished by its capitalist connections? Core Reading Klein, Naomi (2000) No Logo, London, Flamingo, Ch 12 Culture jamming: ads under attack, extracts, pp. 281-288, pp.304-309 [full chapter pp.279-309] Sandlin, Jennifer and Callahan, James (2009) Deviance, dissonance and dtournement: culture jammers use of emotion in consumer resistance

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Journal of Consumer Culture, Vol. 9, No. 3, Extract pp.79-83, pp.89-92, pp.97115 (Full chapter pp.79-115) Recommended Reading Bailey, Olga Guedes et al (eds) (2008) Understanding Alternative Media, Open University Press, Ch Jamming the political: reverse engineering, hacking the dominant codes Bonnett, A. (1988) Situationism, geography and poststructuralism, Society and Space, Vol. 7, No. 1, pp.69-86 Carducci, Vince (2006) Journal of Consumer Culture, Culture jamming: a sociological perspective Vol. 6, No.1, pp.116-138 Coyer, Kate, Dowmunt, Tony and Fountain, Alan (eds) The Alternative Media Handbook, London, Routledge, Section 10 Culture jamming pp.163-185 Cronin, Anne (2008) Urban space and entrepreneurial property relations: resistance and the vernacular of outdoor advertising and graffiti in Anne Cronin and Kevin Hetherington (eds) Consuming the Entrepreneurial City: Image, memory and spectacle, London, Routledge De Certeau, Michel (1988) The Practice of Everyday Life, Berkeley, University of California, especially Preface and General introduction and Ch 3 Making do and uses and tactics pp.29-42 Debord, Guy (1981) Methods of dtournement in K. Knabb (ed) Situationist International Anthologoy, Berkeley, Bureau of Secrets Dunn, A. (2003) Ethics impossible? Advertising and the infomercial in Catherine Lumby and Elisabeth Probyn (eds) Remote Control: New media, new ethics, Cambridge, Cambridge University Press Forkert, K (2010) Tactical media - Review Media, Culture and Society, Vol. 32, No. 3, pp.531-533 Gardiner, Michael (2000) Critiques of Everyday Life, Ch 5 The Situationist International: Revolution at the service of poetry, pp. 102-126 Hacking, Chris (2005) Advertising and Promotion: Communicating brands, London, Sage, Ch 8 Advertising and ethics pp.182-207 Harold, Christine (2009) Pranking rhetoric: culture jamming as media activism in Joseph Turow and Matthew McAllister (eds) The Advertising and Consumer Culture Reader, London, Routledge. Also in Critical Studies in Commmunication, Vol. 21, No.3, pp.189-211 Lury, Celia (2004) Brands: The logos of the global economy, London Routledge, Ch 7 The objectivity of the brand: interactivity and the limits of rationality, extract: pp. 137-146 [full chapter pp.129-147] Knight, Graham and Greenberg, Josh (2002) Promotionalism and subpolitics, Management Communication Quarterly, Vol. 15, No. 4, pp.541-571

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Littler, Jo (2004) Putting the shoe on the other foot Interview with Kalle Lasn about Adbusters new anti-Nike spot sneaker Signs of the Times 20 January [available electronically: www.signsofthetimes.org.uk] Littler Jo (2009) Radical Consumption: Shopping for change in contemporary culture, Maidenhead, McGraw Hill/Open University Press, especially Ch 4, 7092 Millar, Carla and Choi, Chong Ju (2003) Advertising and knowledge intermediaries: Managing ethical challenges and intangibles Journal of Business Ethics, Vol. 48, No. 3, pp.267-277 Nevett, T.The Scapa Society: The First Organized Reaction Against Advertising, Media, Culture & Society, 1981, 3, 2, 17987 Raley, Rita (2009) Tactical Media, University of Minnesota, especially Introduction Tactical media as virtuoso performance pp.1-30 Rose, Jonathan The advertising of politics and the politics of advertising http://post.queensu.ca/~rosej/Articles/cics.pdf Rumbo, Joseph (2002) Consumer resistance in a world of advertising clutter: The case of Adbusters Psychology and Marketing, Vol. 19, No. 2 Sandlin, Jennifer and Callahan, Jamie (2009) Deviance, dissonance and dtournement Journal of Consumer Culture, Vol. 9, No. 1 pp. 79-116 Soar, Matthew (2002) The first things first manifesto and the politics of culture: Towards a cultural economy of graphic design and advertising Cultural Studies, Vol. 16, No. 4, pp.570-592 Stallabrass, Julian (1996) Advertising the invisible in Gargantuan: Manufactured mass culture, London, Verso, pp.136-150 Stewart, Susan (1988) Ceci Tuera Cela: Graffiti as crime and art in J. Fekete (ed) Life After postmodernism: essays on value and culture, Basingstoke, Macmillan, pp.176-180 Turow, Joseph and McAllister, Matthew (eds) (2009) The Advertising and Consumer Culture Reader, London, Routledge, articles in Sections 7 and 8 Independent study: 1 In preparation for the essay workshop, if you havent already done so, read through the guidance on planning and writing your essay (on SyD). 2 Complete a provisional plan, using the template provided. Dont worry if you cant really finish this regard it as useful work in progress. Bring TWO copies with you to the workshop. 3 If you have already started drafting your essay bring these drafts as well, plus any materials you wish to use, like ads, which you may not be sure how to use. Tutors will provide more info.

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Week 12

Workshop: Essay preparation

This session aims to ensure that you are fully aware of what is required of you in writing the essay for this module. You will also work in small groups helping each other to move your work on. Tutors will guide on structure, argument, drawing on data and advertising materials, analysis and interpretation, referencing and re-drafting. There will also be chance to discuss your experience of the module.

Week 13

Tutorials only!

This should be the second one-to-one on your essay Do make sure you take advantage of these tutorials. Its in your interest if you want to achieve a good mark. Your tutor will arrange tutorial times and will be available both in Office hours and the usual seminar times. They cannot read drafts but will look at one page.

Contributory Assessment
Essay 2000 words Over the spring term we will be asking you to engage in specific tasks, both individually and in your study group. Together these aim to develop your knowledge of advertising and your skills of research, analysis and critical argument, as well as give you practice at writing and oral presentation of ideas. Working steadily on these tasks should provide you with a firm grounding from which to pursue your essay. We are advising that you collect together these contributions, including notes on weekly study group tasks, reading, viewings etc, in a Work Book (this can be loose leaved, or literally a notebook or done electronically) which you bring to class and tutorials and which you build on when it comes to planning and drafting your essay. Tutorials supporting your essay writing will be on a one-to-one basis from Week 7 to the end of term (you will have two). There will also be one essay writing workshop in Week 12. For further information and before you start planning your essay, read through the Guidance on essay writing on SyD

Presentation - Group Project in Week 6

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You will be working in your Study Group to produce a presentation. Each group will be selecting and analysing ads appropriate to their particular topic (see below). This project is meant to be very limited in scope and it is intended that it is a group presentation, ie. the audience should not be able to tell who contributed what. If someone is ill you should still be able to deliver it. This means dividing up the tasks involved but also working over each others material. However, after the presentation we are asking each of you to provide one side of A4 detailing your specific contribution to the presentation and what you found most interesting about the material you were looking at. This will enable your tutor to amend what would otherwise be a group mark. You should try to submit this to your tutor by week 7. There will be 5 presentations in 1 hour and 50 minutes so each presentation, should be no longer than 10 minutes to allow time for setting up and discussion. Use PowerPoint for presenting your material and provide a one page A4 handout for everyone. The latter should include your names, title of presentation, key issues, questions for discussion and bibliography/resources drawn on. Each group will lead the questioning and provide feedback for one other group - a template will be provided. Of the six projects three are on advertising during the interwar period (two on Britain, one on China) and three are on advertising in the World War II to postwar period, in the US, France and Germany respectively. The three interwar projects Chinese calendar advertising In the first decade of the 20th century the imperial system in China collapsed. This marked a tumultuous but exciting period politically and culturally. As part of the establishment of Republican China (1911-1949) and the struggle to invent the nation and modernize, there was much debate, especially amongst intellectual men and women, about womens position. Partly inspired by Western feminist suffrage movements similar ideas flourished also in China. Moreover cities like Shanghai and Beijing became very cosmopolitan, a tribute to modernity with dance halls, coffee shops, cinemas and a media selling new and partly westernised body cultures. The idea and construction of a new woman (from feminist intellectual to the modern woman enjoying city life) flourished. The material we would like you to explore in the context of Republican China is the calendar advertising of the 1910s to 1930s. Cigarettes, shoes, drinks, toiletries and other goods all used this medium. What is interesting is that all the ads feature women, sometimes with children, but theres not a man in sight. The graphic imagery and text also play across the traditional and the modern.
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Resources There are reproductions of these calendar ads on SyD. The book from which they have been taken is in the Reserve collection of the main library. It may be easier making your selection of ads for the presentation with this this by your side. Ng Chun BONG et al (1996) Chinese Woman and Modernity: Calendar Posters of the 1910s-1930s, Joint Publishing (HK), Hong Kong Library classification NC 1849.W65 Chi Empire Marketing Board The EMB was set up by the government in 1926 to promote goods from the British Empire. It was abolished in 1933. As you'll see from the article and from the ads themselves, a central theme is the discursive construction of 'the Empire' with Britain at its centre. In that representation the place of technology, and associated ideas about the modern which are often reinforced through particular artistic strategies, are pertinent. But so too the contrasts made between 'white' and 'black' peoples, men and women and between the 'home' country and the 'colonies'. (Whilst not directly relevant to your project, interestingly the EMB was central to the development of the documentary film movement in Britain - see http://www.screenonline.org.uk/film/id/513720/) Resources: There are reproductions of these ads in Stephen Constantine's Buy and Build (available in the MFM Resources Room SB 302 and in the main library. The copy in the main library is in Documents. Though they are very good, unfortunately the reproductions dont quite convey the size, nor their context on specially made billboards. There are also copies of these ads on DVD, also available from the Silverstone (SB 302). The latter are ready for downloading into a PowerPoint presentation. Many of the ads are also available online via Google Search (images). Shell From the 1920s Shell's advertising played on the theme of the British (but most often) English countryside with rural life arguably commodified constructed as a site of leisure and tourism for the middle classes. Relations between technology, modernity and tradition are also discursively played out as the car and new roads (even if not always in the representations) intrude into the rural landscape. But Shells car/road nexus is also a means to link up the different regions and imagine the nation as a whole. As with the EMB, Shell too used well known artists some of whom also did publicity for London Underground during this period. The appropriation of modernist artistic styles is critical in suggesting and managing the excitement and tensions of a new technology.

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Resources: The Shell Poster Book is available from the MFM Resource room SB 302. You will be able to borrow the M&F copy of the book for short periods only. It has good reproductions mostly from the interwar period and the video, Art of Persuasion No 2 'Bringing art to the people' also features Shell ads, giving more sense of their context often on the side of lorries. The ads are also available on DVD. The video and DVD can be borrowed from Silverstone 302. Images are also available via http://www.advertisingarchives Although both your key article and the Poster Book, engage with a longer period than the 1920s-30s, choose your main ads from these interwar years. The three postwar projects focus on the United States, France and Germany respectively. Whilst the Core articles associated with each of these all make reference to the war and post war there is a slightly different emphasis of period in each. All however focus on women/gender. For all these projects you should be able to access primary material, often in context, ie. Magazines so, that you gain a better sense of the relation between editorial and ads. Decontextualised ads are also available via the internet. Try to get decent copies of those you want to talk about, in colour as appropriate, and scan,photograph and download the images to use in PowerPoint.

1940s/1950s US Renov's article, as the title of his article suggests, examines the common currency of representations and discourses across advertising, photojournalism and cinema. His focus is on 1941-48, i.e. the period of US involvement in World War II and the immediate postwar years as the US moves into the period of the Cold War. Renov traces a shift in the representation of women from wartime to postwar, but argues that the empowering of women during war was always represented with an ambivalence which by the post war is more clearly acknowledged as a threat to be contained. Resources: The library doesn't have the popular magazine Life (I dont think) but you can access it via Google Books. Go to: http://books.google.co.uk/books?id=N0EEAAAAMBAJ&source=gbs_all_issue s_r&cad=1&atm_aiy=1940#all_issues_anchor Choose a year and scroll through. The disadvantage is that you cant print off but you can use in a PowerPoint and presumably you could photograph the screen if you wanted to retain some of the ads for an essay, for example. Its format is like Picture Post but it contains more 'entertainment industry' generated pieces than the former's documentary journalism pivoting around the 'ordinary person'. The library does hold hard copies of The New Yorker (rather more upmarket and perhaps male) for some of the period Renov's

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article covers. There are lots of web sites you can access for 1940s and 1950s ads from US magazines like Life and the Saturday Evening Post, including http://www.adclassix.com Via http://www.archive.org/search.php?query=advertising%201950 you can also access TV commercials. The problem with these is that the ads are abstracted from their magazine content and you often cannot read the copy. 1940s/1950s France The article by Ross deals with the war rather less than the other articles and focuses on the period from the mid 1950s to the mid 1960s. Her article suggests that France, with rather different experiences of war from the US, had to deal with the memory of four years of German Occupation and the French (Vichy) regime's complicity in that. In the cleansing and modernising process which followed the war women are often at the centre. The logic is that a clean woman is a clean nation is a modern nation (because only the colonies are 'dirty' and 'backward'). These ideas (which I've oversimplified) are constructed in advertising and elsewhere. There are also echoes of the racist discourses evident in the EMB campaign. Note that it would obviously be preferable if at least one of you has some reading French to take on this project. But you only need to be good enough to make sense of the ads and magazine material and get the gist of the articles; you could always ask friends to translate! Resources: The library does hold the odd copy of Paris Match (from 1962). Drawing on ads in this magazine you could address the theme of women, technology and and modernisation, considering whether by the mid-1960s there has been a shift from the issue of national hygiene discussed by Ross and evident in the 1950s ads. However, Brighton University Library - St Peter's by the Level also carries other French magazines from 1940s and 1950s which you can use as an alternative resource (Elle issues between 1945 and 1965, Marie Claire 1937-1949, Femina 1947-53). Again the internet can provide you with examples, though decontextualised from their magazine context.

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1940s/1950s Germany The article by Carter again largely deals with the immediate post-war years and especially with how West Germany (the FRG) attempted to create a national identity clearly demarcated from East Germany (the GDR). In the aftermath of the World War II, West Germanys national identity was compromised by NATOs control of national defence and foreign policy. Whilst opening its economic frontiers to France and adopting a policy of Europeanisation, its cultural boundaries were also challenged by an Americanised mass culture. Carter suggests that the never wholly successful boundary-making between west and east is symbolically represented by femininity and that good feminine consumption becomes core to West Germanys delineation of a nationhood distinct from that of the GDR. Note that it would obviously be preferable if at least one of you has some reading German to take on this project. But you only need to be good enough to make sense of the ads and get the gist of the articles; you could always ask friends to translate! Resources: The library has Der Spiegel from 1966 which is a bit late. But it does have an interesting array of ads particularly ones targeted at men. These volumes are in the library Holding store so give enough time for them to be brought for you. Check the internet for further magazine resources. The following site has a good selection of advertising though chosen for their artistic qualities http://historian.jimdo.com/4-werbung-advertising-art/ Youll see that after the first paragraph the article is largely in English. Try also: http://www.wuv.de/nachrichten/unternehmen/60_jahre_werbung_eine_geschi chte_der_kommunikation/60_jahre_werbung_in_deutschland/60_jahre_werbu ng_in_deutschland_1959_bis_1968 You can use Google to translate the copy on this site. The first 9 ads are from the 1950s. If you key in werbung der 50er into Google and Google Images it will provide you with other sites containing ads from the 1950s. ***** Preparing for the presentation Note that you should regard preparation as a collaborative effort in which you divide up tasks and responsibilities, but work on each others research, reading or analysis to provide a unified script, i.e. it should not be four peoples individual efforts stitched together, and we dont want to be able to see who did what. It also means that if someone is ill on the day, you can still deliver the presentation successfully. Also, dont overdo the research or try to cram too much into the presentation itself. Remember, less is definitely more! So you are trying to refine and cut down the material you introduce after all none of the rest of the class knows

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the ads or article you are discussing. It is also fine for just 2 or 3 of you to actually present. Other members could, for example, take the lead on doing the draft of the PowerPoint or the Handout. We particularly want you to try to speak to and engage your audience and not read your notes. It is fine to have a prepared script it helps prevent you overrunning but write as if you were talking and speak slowly, trying to make eye contact with your audience. Given we are going to be listening to 4/5 presentations in the session this will ensure everybodys concentration. Also dont just give up at the end but be ready to engage with your audiences questions. This might be something that one of you who is not presenting could take on. Everyone needs to read the key article specified so that together you can make some provisional decision about what theme to take up and thus what advertising you want to look at. But one person should read it more thoroughly to be able to pull out the main points and arguments. You can also divide up the responsibility for reading and getting on top of the other accompanying material: the Myers chapter (useful to all groups for analysing the relation between words and images in ads); the Michael Schudson article, an exemplary historical case study, engaging with the relation between advertising and an increase in cigarette smoking by women as well as men, i.e. concerned more generally with how to understand advertising in relation to social change. Whilst some group members are doing notes on reading and getting on top of the approaches to analysis suggested by Myers, others can take on the responsibility of doing the initial research of ads to then share with the group. In relation to the Schudson article wed particularly like you to pay attention to what he seems to be arguing about the relation between various social, technological and other changes in the society, and advertising. Does advertising contribute, block, follow or have a rather complex relation to social development? In relation to your allocated key article, what does it seem to be arguing about advertising and any shifts? Once you have some ad material to work on, and between you have a sense of the articles, then try to think about your ads in the context of the historical moment being described in the reading. Do not think about them in terms of your own values and perspective from 2012. So try to immerse yourself in your period. Think about how to explain their strangeness, or perhaps their contradictions, to the seminar group who do not have the knowledge you have. Consider what social, technological, cultural, economic, political changes they may be a response to but which the ads themselves may engage with in form and content. Are there shifts over the period you are focusing on?

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You need to both give some sense of the range of ads youve scrutinised and you think are relevant. But spend more time on analysis of a few ads (4 max) (do not select ones used in your key article). Deploy the techniques offered by Myers (and other authors as relevant) in your analysis of particular ads.

You will be guided in your group tutorials in Week 5. A suggested structure is: i) Introduction, indicating who you are, and signposting what you are doing, the focus of your presentation and what you want to argue. ii) introduce a few ideas from your key reading about the historical moment you are engaging with (be concise but clear here!). iii) introduce some of your ads in order that your audience gets the feel of that historical moment/type of advertising and pull out a few points to characterise the ads in a descriptive way. Try to pause long enough here for your audience to take in the ads. iv) then analyse 2 - 4 ads in more depth, paying attention to their textual construction in the way that Myers and others do. Again try to dwell long enough on each ad for your audience to be able to follow what you are saying and make their own evaluations. v) draw out your overall argument about the ads in a specific historical context, and in relation to social change vi) raise 2 questions/issues for the seminar group to engage with. Think carefully about what they can contribute given they only have access to what you have provided. They do, of course, know about their own project. Stay with the historical moment and the particular campaign or type of ad youve focused on, i.e. dont ask a question about present day ads or present day audiences! vii) Finally be ready to engage with your audience at this stage. Schedule Week 1/2 Week 2/3 Week 3/4 Week 5/6

Allocate projects All read key article, first group meeting to allocate tasks - other reading and finding ad material. Do ad research, summaries of reading, second group meeting. Put together drafts of PowerPoint and handout, discuss with group, amend. Third group meeting. Do at least one run through, to check timing. Those listening should try to give constructive feedback to presenters.

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The presentation itself 1 The running order will be as the projects are listed above (discuss in advance with your tutor if this is an issue) 2 The first group should ensure they arrive shortly before the seminar start time in order to set up PowerPoint etc. 3 Give out handout before you start 4 The presentations 10 mins plus 5 mins discussion, and 5 mins change over and completion of quick feedback. 5 Remember that each group will lead the discussion about one other presentation (5 mins) and write up more considered feedback after the session.

Study Groups
Aims To provide a supportive environment in which you can discuss the week's reading and other material in advance of the seminar thus developing your confidence to articulate your ideas in the seminars. To enable you to get to know some other students quite well. To provide a forum where you can exchange and share reading matter, raise problems and issues arising from your own independent study and written work, and the module more generally.

Your Study Group will also be engaged in a group presentation and other collaborative work, including gathering together certain kinds of material to bring to the weekly sessions. We suggest you also try to use the group to rehearse thoughts about your Essay, for example. But we will remind you to do this at various points. Schedule: We want you to meet regularly, at least once a week, probably for an hour, probably longer at your first meeting and in relation to your presentation in Week 6. This time could be split into shorter periods, one of which might be immediately before or after the seminar slot and/or you might want to be in electronic communication with each other. See Syd for further advice on running Study Groups

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FURTHER READING
The following are some Core academic books in the field. We advise you to turn to the titles below and spend the term familiarising your self with some of them. NB More extensive reading associated with the weekly and other topics will be uploaded onto Study Direct.
Arvidsson, Adam (2006) Brands: Meaning and value in media culture, London, Routledge Berger, Arthur Asa (2007 3rd edn) Ads, Fads, and Consumer Culture, Lanham Boulder, Rowman and Littlefield Bernstein, David (1997) Advertising Outdoors: Watch this space, Phaidon Brierley, Sean (2002) 2nd edn The Advertising Handbook, London, Routledge Cook, Guy (1992) The Discourse of Advertising, London, Routledge Cronin, Anne (2000) Advertising and Consumer Citizenship, London, Routledge Cronin, Anne (2003) Advertising Myths: The strange half-lives of images and commodities, London, Routledge Cronin, Anne (2010) Advertising, Commercial Spaces and the Urban, Basingstoke, Palgrave Macmillan Davidson, Martin (1992) The Consumerist Manifesto, London, Routledge Dyer, Gillian (1982) Advertising as Communication, London, Routledge Englis, G. (1994) Global and Multinational Advertising, Hillsdale, New Jersey, Lawrence Erlbaum Ewen, Stuart (1988) All Consuming Images, New York, Basic Books Ewen, Stuart (1976) Captains of Consciousness: Advertising and the social roots of the Consumer Culture, New York, McGraw Hill Featherstone, Mike (1990) Consumer Culture and Postmodernism, London, Sage, Forcefille, Charles (1998) Pictorial Metaphor in Advertising, London, Routledge Fowles, Jib (1996) Advertising and Popular Culture, Thousand Oaks and London, Sage Goffman, Erving (1979) Gender Advertisements, Basingstoke, Macmillan Goldman, Robert (1992) Reading Ads Socially, London, Routledge Goldman, Robert and Papson (1996) Sign Wars: The Cluttered Landscape, Guildord Press Hackley, Chris (2010 2nd edn) Advertising and Promotion: Communicating brands, London, Sage [ has a companion website] Holt, Douglas (2004) How Brands Become Icons: The principles of cultural branding, Boston, Mass, Harvard Business School Press

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Hall, Stuart (ed) (1997) Representation, London, Sage Jhally, Sut (1990) The Codes of Advertising, London, Routledge Klein, Naomi (2000) No Logo, London, Flamingo Lears, Jackson (1994) Fables of Abundance: A cultural history of advertising in America, New York, Basic Books Lee, Martyn (1994) Consumer Culture Reborn, London, Routledge Leiss, William et al (1990 2nd ed and 2005 3rd ed), Social Communication in Advertising, London, Routledge [The two editions offer different things. 2nd edn stronger historically, 3rd edn better on more contemporary media/advertising/consumer relations] Lury, Celia (2004) Brands: The logos of the global economy, London, Routledge MacRury, Iain (2009) Advertising, London, Routledge Malefyt, Timothy de Waal and Moeran, Brian (2003) Advertising Cultures Oxford, Berg Marchand, Roland (1985), Advertising the American Dream, Berkeley, University of California Press Mattelart, Armand (1991), Advertising International, London, Routledge McCracken, Ellen (1992) Decoding Womens Magazines: From Mademoiselle to Ms, Basingstoke, Macmillan McStay, Andrew (2010) Digital Advertising, London, Palgrave Macmillan Messaris, Paul (1997) Visual Persuasion: The Role of Images in Advertising, London, Sage Moeran, Brian (eds) (1994) Advertising: Critical Readings, 4 Vols. [these cannot be removed from the library] Oxford, Berg Myers, Greg (1994) Words in Ads, London, Arnold Myers, Greg (1999) Ad Worlds: Brands, Media, Audiences, London, Arnold Moor, Liz (2007) The Rise of Brands, Oxford, Berg Nava, Mica, Blake, Andrew, MacRury, Iain, Richards, Barry (1996) Buy this Book: Studies in Advertising and Consumption, London, Routledge Nixon, Sean (2003) Advertising Cultures London, Sage OBarr, William (1994) Culture and the Ad: Exploring Otherness in the World of Advertising, Boulder, Colorado, Westview Press Powell, Helen, Hardy, Jonathan, Hawkin, Sarah, MacRury, Iain (eds) (2009 3rd edn) The Advertising Handbook, London, Routledge Ramamurthy, Anandi (2003) Imperial Persuaders: Images of Africa and Asia in British advertising, Manchester, Manchester University Press Richards, Barry et al (2000) The Dynamics of Advertising, Amsterdam, Harwood Academic

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Schudson, Michael (1993) Advertising, The Uneasy Persuasion: Its Dubious Impact on American Society, London, Routledge Sheehan, Kim Bartel (2003) Controversies in Contemporary Advertising, London, Sage Sinclair, John (1989) Images Incorporated, London, Routledge Sinclair, John (2012) Advertising, the Media and Globalisation: A world in motion, London, Routledge Spurgeon, Christina (2008) Advertising and New Media, London, Routledge Timmers, Margaret (ed) The Power of the Poster, London, V&A Publications Turow, Joseph (2008) Niche Envy: Marketing discrimination in the digital age, Cambridge, Mass, MIT Press Turow, Joseph and McAllister, Matthew (eds) (2009) The Advertising and Concumer Culture Reader, London, Routledge Twitchell, James B. (1996) Adcult USA: The Triumph of Advertising in American Culture, New York, Columbia University Press Vestergaard, Torben and Schroder, Kim (1985) The Language of Advertising, Oxford, Basil Blackwell Wernick, Andrew (1991) Promotional Culture: Advertising, ideology and symbolic expression, London, Sage Williamson, Judith (1978) Decoding Advertisements, London, Marion Boyars Check out Syd for Further useful titles Relevant Academic Journals, some of which are available in hard copy, and all via electronic library, include the following: Advertising and Society Review Media, Culture and Society Cultural Studies Public Culture European Journal of Communications Studies New Formations Critical Quarterly Convergence Screen Journal of Consumer Studies Journal of Cultural Economy Feminist Media Studies Journal of Consumer Culture International Journal of Cultural Studies Journal of Children and Media Consumption, Markets and Culture New Media and Society More business oriented journals include:

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The Journal of Marketing European Journal of Marketing International Journal of Advertising Journal of Advertising Journal of Interactive Advertising Use the electronic database ABI/Inform to search for more business oriented articles Use Web of Knowledge and the data bases offered in library electronic search, for more critical approaches to advertising.

RESOURCES
The MFM resources room (SB302) has the following which you can borrow: Constantine, Stephen (1986) Buy and Build: The Advertising Posters of the Empire Marketing Board, London, HMSO (2 copies) (1992) The Shell Poster Book, London, Hamish Hamilton Moriarty, Sandra et al (2009) 8th edn Advertising Principles and Practice Pearson Education There are also: DVDs of the Shell campaign (interwar UK) DVDs of Shell and EMB (Empire Marketing Board) Videos/DVDs (SB 302) The Art of Persuasion (multi part series includes one programme on Shell) Washes Whiter (history of UK commercials from 1950s to very early 1990s, also in several parts) Carats Classification of consumers (from erstwhile Late Show on one way of classifying consumers) South Bank Show The Art of the Ad (Germaine Greer beginning to specify creativity of ads not just exploring ideology) High Interest and News Night on the issue of Benettons controversial campaigns. Mad Men drama series about advertising in 1960s/1970s The Hard Sell factual series covering a range of issues in marketing/advertising/branding BoB (Box of Broadcasts) available via the university also has some programmes on advertising, including the following: The Hard Sell 1/6 50 years of British TV Selling Power: Admen and No 10 Advertising Uncut a series for schools The Rise and Fall of the Ad Man Selling the Sixties on Madison Ave, ie US agencies in the 1960s The Men from the Agency (UK in the 1960s)

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Episodes of Mad Men Radio broadcasts Advertising: The most fun you can have with your clothes on. A history of the advertising industry The Media Show: What shape will TV advertising be in post recession? Archive on 4: Radio sales 80 years of advertising The Food Programme Advertising junk food See also YouTube: Century of the Self Adam Curtiss documentary series relevant to developments in marketing and advertising from the 1960s. episode of. Main Library Animation Nation The art of persuasion Getting Older Younger children and advertising The Rise and Fall of the Ad Man Selling the Sixties on Madison Ave, ie US agencies in the 1960s Selling Power Admen and No 10 Facehooked on Facebook and its advertising potential, though recorded in 2007 Campaign is the main UK trade paper for the advertising industry, available in the University library. Other industry publications which sometimes have useful items include Media Week, Marketing and Marketing Week. Campaign is also available via electronic journals in the library (see also the associated brand.com site). Also available electronically are Advertising Age the US equivalent to Campaign, and Media, Asias newspaper for media, marketing and advertising. More generally the internet is an invaluable research tool for gaining information about agencies and advertisers or for finding out about organisations like the regulatory bodies (Advertising Standards Authority, OFCOM) for example. See below. ABI/Inform is a database available via the universitys electronic library which has full text and abstracts of articles from business journals included marketing and advertising. On the internet there are also various ad archives, websites and blogs with news, about the industry plus ads that can be viewed and downloaded. You have to register on some and others are designed for people working in the business and are therefore not free. Try the following: http://adflip.com Historical ads

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http://www.advertisingarchives.co.uk ads from the key historical archive of ads in the UK http://www.adclassix.com historical ads http://www.adforum.com Registration required. UK plus world wide ads. http://www.visit4info.com Registration required and payment to access all their ads. But some are available for viewing. http://media.guardian.co.uk/creative/ads Registration required. The Guardian newspapers selection of the best new ads across media http://brandrepublic.com Industry site with news, ads, blogs etc. http://mad.co.uk Industry site but more marketed oriented UTalkMarketing.com www.creativeshowcase.net See also the sites of regulatory and industry bodies: Advertising Standards Authority http://www.asa,org.uk As well as providing details of regulation, also contains some interesting papers on advertising and adjudications on complaints against ads OFCOM (Office of Communications i.e. media regulator) http://ofcom.org.uk The industry sites listed below only give some open access. You may need to register but in some cases access is to members only. Advertising Association (AA) http://www.adassoc.org.uk Trade association. Useful news on advertising plus research papers Institute of Practitioners in Advertising (IPA)

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http://www.ipa.co.uk Industry body and professional institute. Access to abstracts of their reports (eg. the future of advertising), plus Best practice guides. Radio Advertising Bureaux (RAB) http://www.rab.co.uk Some radio ads plus other info about radio advertising. Useful discussions about radio as an advertising medium compared to other media latter in Research section http:www.aerials foundation.co.uk Radio ads http://www.thinkbx.tv/ TV ads

Outside Advertising Association of Great Britain (OAA) http://www.oaa.org.uk Reports, information and statistics. Each time you enter the site you see different billboards, in situ, but no archive access http://www.j.c.deceaux.co.uk Outdoor industry company: billboards shown in situ Interactive Advertising Bureaux (IAB) http://www.iabuk.net Newspaper Marketing Association (NMA) http://www.nmauk.co.uk Newspaper industry: why advertisers should use newspapers; research, case studies etc Professional Publishers Association (PPA) http://www.ppa.co.uk Magazine industry: similarly offers research, case studies etc. See SyD for further information on the module

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