Syllabus

Instructor: Brian Roessler

Email: broessle@coastal.edu

Phone: 843.349.2163

Office: Foundation Center D 408

Prerequisites:

Engl 101 (or 101b), Engl 102 (or 102b), Jour 201

Course Description:

Commercials are all around us. They are a part of our collective culture and consciousness.  From local print ads to national television campaigns, it is next to impossible not to be exposed to commercials in its many forms. We all know a commercial when we see one, yet very few people look deeper into the messages that are in the background.  Knowing how to look at a commercial with a critical eye is an essential skill to discern the meaning from the message.  The purpose of this class is to teach the skills to discern what a commercial is really saying. This will be accomplished through a combination of example, discussion, debate and projects.

Course Objectives:  

û  To explore how commercials are used to construct cultural syntax & meaning

û  To investigate how the categories of race, class, gender, region, and sexuality are represented in commercials

û  To assess bias and stereotypes used in advertisements

û  To become familiarized with techniques used to make advertisements pervasive influencers of culture

Student Learning Outcomes:

After completing this course you will be able to:

û  Demonstrate familiarity with media literacy principles and concepts, specifically in regards to commercials and advertising.

û  Apply critical thinking techniques in the deconstruction of print, internet, radio and television commercials.

û  Show mastery of the following qualitative strategies with which to analyze and discuss media content: Process, Context, Framework, and Production Elements. 

û  Lead discussion on advertisement analysis.

û   Conduct primary research and analysis of the advertising history of a product of their choice, using qualitative or quantitative analysis and critical thinking approaches.

Required Textbooks:

Ads, Fads, and Consumer Culture

Advertising's Impact on American Character and Society

Arthur Asa Berger

Rowman & Littlefield Pub Inc

ISBN: 978-1-44220-669-4 , ISBN10: 1-44220-669-1 

Ad Nauseam

Grading Scale

       100%–90% =          A (Excellent Work)

       80%–89% =           B (Above Average)

       70%–79% =           C (Average Work)

       60%–69%=            D (Below Average)

       Below 60%=          F (Below Minimum Standards)

Participation Grades:  As this is a discussion heavy class, participation is an important part of the overall learning.  Participation in each class as well as in the blackboard content will count towards the final grade in the class.

Test Grades: are determined by calculating the percentage of accurate answers to the total number of questions. Questions will be taken from material covered in class, the book and videos. A missing grade for a test will be recorded as a zero.

Project Grades: are determined by how the completed projects incorporate the concepts learned in class, readings, or assignments as well as adherence to the project parameters. The grade for any missing project will be recorded as a zero.

Semester Grades: are determined by calculating weighted averages for projects, quiz scores, and participation. Zero grades for missing projects or tests will drastically affect your average. Relative weights are indicated in the chart below.

Semester Grade Breakdown:

Class Participation                                  20%

Ad Exposure Log                                      15%

Alternate Ad/Ad Analysis                         15%

Final Project                                            30%

Final Exam                                              20%

Attendance Policy:

Students are obligated to attend class regularly. Absences, excused or not, do not absolve a student from the responsibility of completing all assigned work promptly. Students who miss assignments, announced quizzes, or other coursework obligations due to excused absences will be allowed to make up the work in a manner deemed appropriate by the instructor. It will be the responsibility of the student to contact the instructor and make arrangements at the convenience of the instructor. The instructor is not obligated to allow a student to make up work missed due to an unexcused absence.

As stated by the Student Handbook, the instructor is permitted to impose a penalty, including assigning the grade of F, for excused and unexcused absences in excess of 25% of the regularly scheduled class meetings. Attendance will be taken and unexcused absences will result in a loss of participation points. Excused absences will not affect the participation portion of the final grade. All projects are due on the assigned date, unless otherwise agreed upon by the instructor. Any quiz missed due to an excused absence will be allowed to be made up. Please see the attendance policy in the Student Handbook for more information.

Academic Misconduct will not be tolerated. Please see The CCU Student Code of Conduct at http:// www.coastal.edu/judicialaffairs/codeofconduct.pdf

ADA:

As a higher education institution, Coastal Carolina University wants to see each student become successful and be given equal opportunity to achieve his/ her fullest potential. Keeping this in mind, any student who needs further assistance due to a disability- physical, learning or mental- will be provided with the means necessary to achieve his/ her goals. For further information, please contact Counseling Services at 349-2305.

Notice of Right to Retain Student Work:

The Communications Department reserves the right to retain certain selected examples of student work for teaching purposes, promotional purposes, and as a part of its permanent collection.

Inclement Weather Policy:

A decision to delay or cancel classes due to weather will be made as soon as practicable, and will be communicated via email.