COMM 2530U – Advertising as Social Communication

In our cluttered media environment, access to information is ubiquitous: what techniques do advertisers use to capture our attention and channel it toward persuasive pitches for brands? How does advertising make Apple, Microsoft, and Coca-Cola so pervasive and popular among so many people, online and off? Why does advertising drive new developments in communication and digital media while shaping what media creators do? To answer these and related questions, this course surveys advertising’s history, industry dynamics, roles, strategies, semiotics, technologies, ethical controversies, and social and cultural influence. Students learn how advertising is a form of social communication and consider how social media algorithms, mobile devices and games are changing past practices.