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ENGLISH 408B: THE DISCOURSE OF ADVERTISING
Professor Marcel O'Gorman
Office: Hagey Hall 258
Phone Extension: 32946
e-mail: marcel@uwaterloo.ca
Office Hours: Tuesday, 1:00-3:00 and by appointment
Required Texts:
Pricken, Mario. Creative Advertising: Tips and Techniques from the World's Best Campaigns.
White, Alexander W., The Elements of Graphic Design: Space, Unity, Page Architecture, and Type.
Additional readings will be available on UW-ACE.Course Description
This course looks at the discourse of advertising from a critical
perspective, and combines theoretical discussions of advertising with the
hands-on design of ad campaigns. This course asks students to consider the
ethical and existential implications of brand-based marketing and the corporate
culture that is responsible for it. That being said, the course will focus
as much on "subvertising" (subverting the initial intent of an
ad) as it does on advertising. Methods of design and persuasion will be
drawn equally from professional advertising firms and from the 'Situationiste
internationale,' a revolutionary French group from the 1960s grounded in
Marxist ideology. Assignments in this course include an individual poster
design project, a photo-essay on subvertising, and a large-scale marketing
campaign.
Students in this course will have the privilege of working on a “real-world” viral marketing campaign for the Grand River Film Festival (GRFF). Working in collaboration with Ken Nakaura (GRFF Director) and the GRFF marketing team, you will work in groups to develop a guerilla style campaign.
Your work in this class will be taken very seriously. Your projects will be critiqued in class, and you will be expected to participate in an active, productive critique of your classmates’ work. This is not a class for students who are not prepared to pull their weight in group projects or class discusssions. In addition, many of the classes will be conducted like a studio, and students should be prepared to give and take attentive criticism of the work produced on a weekly basis. Slackers beware: you will be graded on the effort you put into in-class exercises as well as “official assignments,” and your peers will evaluate your contribution to group work.
Students in this course will have the privilege of working on a “real-world” viral marketing campaign for the Grand River Film Festival (GRFF). Working in collaboration with Ken Nakaura (GRFF Director) and the GRFF marketing team, you will work in groups to develop a guerilla style campaign.
Your work in this class will be taken very seriously. Your projects will be critiqued in class, and you will be expected to participate in an active, productive critique of your classmates’ work. This is not a class for students who are not prepared to pull their weight in group projects or class discusssions. In addition, many of the classes will be conducted like a studio, and students should be prepared to give and take attentive criticism of the work produced on a weekly basis. Slackers beware: you will be graded on the effort you put into in-class exercises as well as “official assignments,” and your peers will evaluate your contribution to group work.
