How Advertising Works

COURSE
MB
Michelle Brown

How Advertising Works

COURSE
MB
Michelle Brown
A$30per person
A$30per person

Most of us refuse the notion that we are influenced by advertising, but that's only because we can't accept the fact that these messages have power over us. This course examines the main tools that advertisers use to persuade audiences to make a purchase.

Today's advertising uses the same ancient principles that Aristotle espoused in his 4th century BCE teachings on rhetoric. We explore these same rhetorical appeals and view modern examples of each. The course culminates in application of the lecture lessons by teaching how to deconstruct an advertisement. We'll deconstruct two commercials as examples.

What am I going to get from this course?

  • Identify the 3 main appeals used in the rhetoric of modern advertising
  • Gain an awareness of the ways marketers persuade consumers
  • Deconstruct an advertisement to get to the real messages

What is the target audience?

  • College students in media-related majors
  • Anyone interested in knowing how advertising affects them personally
  • Marketers who want a refresher on the basics of persuasion
  • Advertising agencies

What are the requirements?

  • Compatible web browser
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