Advertising

Paper Code: 
JMC-144 D
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable students to:
• understand and know the principles, forms and process of cinema as a discipline.

• know the various theories of cinema studies

• relate various technologies and  their development.

 

Unit I: 

Advertising: Importance of Advertising in Modern Economies – Emergence of Advertising - Consumption and Social Transition: From Traditional to Industrial Society – From Industrial to Consumer Society – Advertising and Growth of Communication Media - Advertising and the Growth of Advertising Agencies – Criticism of Advertising: Neo-Liberalism Position and Marxist Critique

Unit II: 

The Indian Advertising Industry - Liberalization and Its Impact – Non-Conventional Advertising Media – Rural Advertising – Public Service Advertising & Social and Development Messages - Legal, Ethical and Moral Implications on Advertising Practices – Surrogate Advertising – Audit Bureau of Circulation (ABC) – Advertising Agencies Association of India – Advertising Standards Council of India

Unit III: 

Approaches to Understanding Advertising Messages: Media Theory and Perception of Social Reality: Cultural Hegemony – Ideological State Apparatus - Cultivation Theory – Agenda Setting - Social Cognitive - Elaboration Likelihood Model of Persuasion - Media System Dependency - Media Priming – Encoding / Decoding

Unit IV: 

Advertising and Regulation

Study of Legal and Non-Legal Regulatory Forces: Organized Market forces such as Consumerism, Environmentalism – Self Regulatory Forces - Governmental Forces - Advertising and Regulatory Forces operating in India

Unit V: 

Advertising Research: Copy Testing Measures – Methods of Audience Measurement - The DAGMAR Approach - Understanding the Consumer: Consumer Decision Making Process – Models of Consumer Behaviour - Factors Influencing Consumer Behavior: Personal, Social Cultural, Sub-Cultural - Consumer and Brand Engagement.

References: 

·       Advertising in Contemporary Society: Perspectives towards Understanding – Kim B. Rotzoll, Steven R.Hall, James E. Haefner. University of Illinois Press. 1996

·       Modern Economics: Principles and Policy – Kelvin Lancaster - Rand McNally & Company - 1973

·       Social Communication in Advertising: Consumption in the Marketplace – William Leiss, Stephen Kline, Sut Jhally, Jacqueline Botterill. Routledge. 2005

·       Advances in Theory and Research - Edited by Jenning Bryant & Mary Beth Oliver. Routledge. 2002

·       Effective Advertising – Understanding When, How and Why Advertising Works – Gerard Tellis – Sage Publications - 2004

·       Advertising & Marketing in Rural India - Tej K. Bhatia. 2nd Edition. Mac Millan India Ltd. 2007

·       Shoveling Smoke: Advertising and Globalization in Contemporary India - Duke University Press. 2003

·       The Oxford Handbook of the History of Consumption. Edited by Frank Trentman. Oxford University Press. London. 2012

·       Social Communication in Advertising: Persons, Products and Images of Well Being – William Leiss, Stephen Kline, and Sut Jhally. Routledge. London. 1997

·       No Logo – Naomi Klein – Harper Collins. 10th Edition

·       Advertising and Promotions an IMC perspective - Kruti Shah - Tata McGraw-Hill Publishing Company Limited New Delhi - 2008

·       Media Semiotics : An Introduction - James Bignell – Manchester University Press – 2002

Academic Year: 
2018-2019
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