Advertising for most businesses is no longer locally, regionally, or nationally based. Thanks to the Internet, in particular, advertising has a global reach, making it possible for even small businesses to reach a wide audience. Deciding whether or not to advertise globally depends on the target, the brand, and the campaign's overall objectives, and no multicultural target audience is the same. In a global economy, one size does not fit all messages.
In addition to exploring these issues and others within the field of advertising, this program aims to introduce students alternative media and its use in an advertising campaign. The program will incorporate discussion about how cultural differences shape the role the business strategy plays in the development of advertising campaigns. Classroom discussions, lectures, and guest speakers will be complemented by site visits to various ad agencies and museums.
Students will receive 6 credits for ADVT 480/493: Advertising Issues and ADVT 490/493: Alternative Media in Marketing and Advertising.
ADVT 480/493: Advertising Issues
Advertising Issues isn't a skills course in that you won't necessarily learn formulas or software. It is, however, a tools course insofar as it will give you some important analytical and philosophical tools for understanding advertising. In the process, it should also give you a perspective through which you can examine the broader consumer cultures in which advertising functions. Through examining many different types of advertising and many different opinions about advertising, you will form your own opinions based on the many ideas and issues we review over the term.
Because this class takes place in Dublin there will be lots of opportunities to learn about advertising in Dublin, Ireland and around the globe. We will spend time in the classroom covering material as we would in any other class, but we’ll also learn by experiencing the region.
ADVT 490/493: Alternative Media in Marketing and Advertising
The purpose of this course is to introduce students to alternative media and its use in an advertising campaign. It covers a range of topics including how a business strategy and creative brief is used to develop a campaign, the multiple types of alternative media, and how cultural differences shape the visual/verbal message. The emphasis throughout the course is on developing a cohesive, culturally adaptive, visual/verbal message that is built on solid strategic thinking that is apparent across multiple media vehicles.
Students will be housed in double occupancy rooms in dormitories on the Dublin City University campus.
Dublin walking tour
Rebellion walking tour
TV or radio station
Two visits to large multinational corporations in Dublin
Day trip to Galway including:
Transportation via coach
Cliffs of Moher
Visit to Maynooth Castle
Overnight trip to Belfast including:
Accommodations and transportation via coach
Ad agency visit with a guest speaker
Belfast history tour
Visit to Giants Causeway
Visit to Carrick-a-rede rope bridge
Carrickfergus Castle (on the way out of Belfast)
Dr. Roxanne Hovland
476 Communications Building
Phone: (865) 974-3048