Explore the profound impact of advertising on our culture and its influence on public opinion and consumer behavior. Dive into the world of iconic brands that use their platform to address significant social issues. Uncover the successful tactics that enable advertising to resonate and engage a wider audience.
*Michigan offers 2- and 3-week sessions. During course registration, students will choose one course for each week they are enrolled.
Course Description
During this course, students will participate in discussions about their favorite brands, memorable advertising campaigns and iconic brands that have responded to social issues. Through real-world case studies, you will discover that the essence of effective advertising lies in its ability to forge lasting and emotional connections with the audience. Explore noteworthy social campaigns, including Dove (promoting inclusive and positive body images for women), Gillette (taking a stand against toxic masculinity), Patagonia (advocating environmental activism), and Nike (addressing racial injustice and inequality) with a campaign that even earned a retweet from rival Adidas. Gain insights into the keys to effective advertising and positioning, leverage market research and segmentation, and learn how to measure success as you prepare your own campaign for a local business (or non-profit) in the Ann Arbor community.
