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Course Details

Course Description

Explore the current global scope and reach of advertising in our connected, digital age. Study major interdisciplinary themes related to the spread of consumerism, self and social identity, global consciousness, and cross-cultural effects as a result of the worldwide spread of advertising as part of the free market system. Particular attention is given to cross-cultural issues related to cultural colonialism, legal and societal constraints, ethical questions, universal values and green marketing. Course work includes comprehensive survey of print and broadcast advertising found in other countries.

 

GenEd

This course fulfills the Global/World Society requirement for GenEd. 

Course Learning Goals & Objectives

To comprehend what advertising is and what role it plays in societies throughout the world. To interrogate the dimensions of globalization, coming to an understanding of how advertising contributes to the dialogue. To appreciate cultural differences, developing sensitivity to how a knowledge of languages and indigenous identities tends to improve commercial communications. Students will learn:

• What advertising is/what it is not/what are its 3 major critiques
• How advertising works – from a maker’s point of view
• The difference between marketing and advertising/how each relates to capitalism
• The morality of advertising/ethical reasoning/importance of values
• How advertising is regulated in the US and around the world/the law/NGOs
• Several definitions of advertising/concept of clutter/how things are morphing
• The role advertising plays in society/in the developed, and developing, world
• Significance of identity, language and culture in the creation of advertising
• How advertising relates to globalization/how it varies by region and country
• The definition of a global brand/how it is advertised around the world
• Global vs. local vs. glocal/standardization vs. specialization/po mo or liquid modernity
• Motives and opportunities for creating a global advertising campaign
• The major global advertising agency holding companies (six of them)
• How advertising agencies are structured to service clients on a global scale
• What is globalization/anti-globalization/problems with globality, globalism
• Seven myths about globalization/winners and losers of globalization
• Arguments for and against the evolution of a global culture
• Objections to and regulations governing advertising to children/country by country
• Best practices in successful advertising to other cultures
• Arguments for and against cultural imperialism/cases of reverse cultural imperialism
• Validity of neologisms McDonaldization, Coca-Cola-ization of the world
• How various cultures defend themselves against (Western/US) commercialization

The course coordinators have determined your course's learning outcomes, which are the same across all course sections, regardless of department or college.  Reach out to your course coordinator if you have one for the course learning outcomes or to gened@temple.edu if you cannot locate the outcomes.

 

Course Technologies

This course may require the use of Canvas, including access to materials and assignment submission. Some videos posted via Canvas will require the use of speakers. The instructor may utilize Zoom to deliver synchronous material if deemed necessary due to public house crises. In order to participate in synchronous sessions (should they exist), you should have a computer, a webcam, headphones, and microphone.

This course requires the use of Microsoft Office (i.e., Word, Excel, PowerPoint). Students can gain access to these materials by visiting the Computer Services Download Site.

Students should check their Temple email daily for course updates. 

All students are required to comply with Temple University’s Computer and Network Security Policy

 Accessibility of course technologies

• Adobe Acrobat accessibility information
• Big Blue Button accessibility information
• Canvas accessibility information
• Microsoft Office accessibility information
• VoiceThread accessibility information
• Webex accessibility information
• Zoom accessibility information

Additional Items:

• Limited resources are available for students who do not have the technology they need for class. Students with educational technology needs, including no computer or camera or insufficient Wifi-access, should submit a Student Technology Assistance Application located in TUPortal and linked from the Dean of Students Support and Resources webpage. The university will endeavor to meet needs, such as with a long-term loan of a laptop or Mifi device, a refurbished computer, or subsidized internet access. Internet Essentials from Comcast provides the option to purchase a computer for $150 and high-speed Internet service for $9.95 a month, plus tax. The Emergency Broadband Benefit (EBB) is available to purchase Xfinity, Verizon, T-Mobile, and other internet services. Qualified households can receive a temporary monthly credit of up to $50/month toward their Internet service and leased Internet equipment until the program's funding runs out.
• On-campus computer labs have resumed normal operations and are available for student use.
• Note that some software is available for free download on the ITS Academic Support page. Other specialty software may be available for remote access through ITS.

 

Instructional Methods

This course is administered online in an asynchronous manner. That means there is no regularly scheduled class time.

Instructional Methods: Readings, videos and documentaries, video-based lectures, individual activities, individual assignments, discussion boards, quizzes and exams

These instructional methods will be organized in weekly modules on Canvas, with detailed instructions provided for each assignment.

 

Course Communications

To facilitate communication, the university requires you to have an e-mail account ending in @temple.edu.

During the semester, I will generally respond to emails within 24 hours of receiving them during the week and with 48 hours on weekends.

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Grades & Assignments

Grading

Scale

A Range	B Range	C Range	D Range	F Range
A  94 - 100	B+ 87 - 89	C+ 77 - 79	D+ 67 - 69	F 0 - 59
A- 90 - 93	B  84 - 86	C  74 - 76	D  64 - 66
	B- 80 - 83	C- 70 - 73	D- 60 - 63

 

Grading Details

• Discussion Board Posts: 100 Point
• Reading Checks/Quizzes: 220 Points
• Individual Assignments: 120 Points
• Final Project: 75 Points
• Total Points: 515 Points

Overview of Discussion Board Posts (100 Points)
Throughout the semester you will be assigned weekly readings in the textbook, supplemental readings from secondary sources, PowerPoint presentations to review, TEDTalks and documentaries to watch, and other material to absorb and reflect upon. Please see the Course Schedule for these items and due dates.

The Discussion Board is a place for you to answer questions on these materials and interact with your fellow students. Each week I will ask you (2) questions and you will be responsible for answering these questions in full.  Some questions will be based on the reading, some on the video lecture, some on the documentaries, and others will challenge you to do a little research. This takes place of class conversations and small-scale group work.

Each response will vary in length, and I will make it clear what the requirements are. In addition, each question is worth 5 points, and over the next 12 weeks you will answer 24 questions for a total of 120 points. This is a major part of your grade so please take this seriously! Here is how I grade discussion board answers:

• • 5 Points: Goes above and beyond, meets or exceeds the length requirement, is a thoughtful, sophisticated and fully developed response, and is error free.
  • 4 Points: Satisfactorily answers the question and meets the length requirement, but contains small errors, mistakes or lacks sophistication of thought.
  • 3 Points: Answers most aspects of the question, but is short of the required length, contains errors or mistakes, and lacks sophistication of thought.
  • 2 Points: Only answers a few aspects of the question and fails to meet the length requirement. Contains major mistakes or errors.
    
  • 1 Point: Barely answers the question and does not meet the length requirement. Lacks development, clarity and focus. No sophistication of thought.
  • 0 Points: Question is unanswered or completely off topic.

NOTE: In addition to responding to each Discussion Board prompt, you are expected to read your classmate’s posts and chime in with thoughtful responses, questions and ideas. Your goal is to respond to at least 1-2 other posts per week. It is okay to challenge the thoughts and ideas of others, but please be respectful (see section on classroom culture and etiquette). Plus, by actively responding to posts and making comments on the Discussion Board you will contribute to your overall Participation/Preparation Grade.

Overview of Reading Checks/Quizzes (220 Points)
Each chapter of Global Marketing and Advertising, Understanding Cultural Paradoxes will have a corresponding reading check (quiz) assigned to complete. Each reading check will include 20 questions (10 True/False and 10 Multiple Choice) for a total of 20 points. There are 11 chapters, which translates to 11 reading checks and 220 total points.  You will have 30 minutes to complete each reading check.

Overview of Individual Assignments (120 Points)
Individual assignments will consist of 2-3 page reflection papers and small research assignments based on the weekly readings. Each assignment will be worth 30-50 points. There will be a total of three assignments, which translates to roughly 120 points. More information will be posted in each weekly module.

Final Project (75 Points)
The final project allows you as a student researcher to identify a global brand and complete a research report on its international advertising strategies and tactics. The assignment will be due at the end of the summer semester and will be worth 75 total points. More information will be posted later in the semester.

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Policies & Services

General Policies

All Temple University Academic Policies will be upheld.

The General Education Policies and Requirements details program expectations.

 

Course Minimum Grade

Although D- is a passing grade, a minimum grade of C- is required in General Education courses and, in many programs, courses required by the major.

For more information, please see Temple University's Academic Policies on Grades and Grading.

 

Incomplete

A student will be eligible for a grade of “Incomplete” only if they: 1) have completed at least 51% of the work at a passing level, 2) are unable to complete the work for a serious reason beyond his or her control, and 3) files a signed agreement with the instructor outlining the work to be completed and the timeframe in which that work will be completed. The student is responsible for initiating this process and all incomplete forms must be sent to the Associate Dean for Academic Affairs prior to the start of study days in that semester.  

Please refer to the following for further details: Temple University’s Incomplete Policy (Policy #02.10.13). 

 

Withdrawal from the Course

If a student wishes to withdraw from a course, it is the student’s responsibility to meet the deadline for the last day to withdraw from the current semester

See Temple University's Academic Calendar for withdrawing deadlines and consult the University policy on withdrawals (Policy # 02.10.14). 

 

Statement on Academic Rights & Responsibilities

Freedom to teach and freedom to learn are inseparable facets of academic freedom. The University has a policy on Student and Faculty Academic Rights and Responsibilities (Policy #03.70.02).

 

Academic Honesty

According to the University Student Code of Conduct, students must not commit, attempt to commit, aid, encourage, facilitate, or solicit the commission of academic dishonesty and impropriety including plagiarism, academic cheating, and selling lecture notes or other information provided by an instructor without the instructor’s authorization. Violations may result in failing the assignment and/or failing the course, and/or other sanctions as enumerated in the University Code of Conduct.

 

The Use of AI Tools

The use of generative AI tools (such as ChatGPT, DALL-E, etc.) are not permitted in this class; therefore, any use of AI tools for work in this class may be considered a violation of Temple University’s Academic Honesty policy and Student Conduct Code, since the work is not your own. The use of unauthorized AI tools will result in penalties ranging from a reprimand to a failing grade for a particular assignment.

Netiquette

Your instructor and fellow students wish to foster a safe online learning environment. All opinions and experiences, no matter how different or controversial they may be perceived, must be respected in the tolerant spirit of academic discourse. You are encouraged to comment, question, or critique an idea but you are not to attack an individual.

Our differences, some of which are outlined in the University's nondiscrimination statement, will add richness to this learning experience. Please consider that sarcasm and humor can be misconstrued in online interactions and generate unintended disruptions. Working as a community of learners, we can build a polite and respectful course atmosphere.

 

Disability Disclosure Statement

Any student who has a need for accommodation based on the impact of a documented disability should contact Disability Resources and Services (DRS), Ritter Annex 100, (215) 204-1280 or 215-204-1786 (TTY) or drs@temple.edu, to make arrangements. Students requesting accommodations should meet with the instructor as soon as possible after the start of classes to discuss their needs and to provide documentation from DRS. Accommodations are not retroactive.

 

Technical Support

For a listing of technical support services available to Temple University students, see the General Education Program's Tech Support page.

 

Academic and Support Services

 Temple University provides a variety of services to support you throughout your studies. Follow this URL for descriptions and details: http://gened.temple.edu/support-services/.

 

Continuity of Instruction in Event of Emergency

Students are to register for the TUAlert System to be made aware of University closures due to weather or other emergency situations and follow all additional university-wide emergency instruction. Students can register for this system on the Campus Safety Services website. In the event of an emergency, class materials/instructions will be provided in a web-based format via Blackboard or web-ex. Students registered for the class will be alerted to any alternate testing procedures and submission of assignment requirements from the instructor via email.

 

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