《Advertising》Syllabus

Course Number:            2110060810

Course Name:                Advertising

Instructors:                    Xing Hongyang

Required Text:              Junjie, Ding writing team. Introduction to Advertising[M].Beijing: Higher Education Press (Ma Engineering Textbook), 2021.

Course Description: This Course is an interdisciplinary subject built on a multi-disciplinary basis. It mainly teaches the basic principles of modern advertising and the basic laws of advertising operation.     It teaches various strategies of modern advertising activities as well as the basic skills of advertising planning, creativity and design. Through the study of all the teaching content stipulated in the course outline, students can master the basic characteristics and principles of advertising activities, understand the current situation and development trend of Chinese advertising industry, understand the development trend of foreign advertising industry, and have the basic ability of planning, creativity, production and release of modern advertising. As well as the basic knowledge of advertising investigation and prediction and the basic ability of market analysis and data processing, which will lay the foundation for further academic research and practical work in the future.

Credit/Teaching Hours

Outline of UG CPC Topics Covered in this Course:   (3Credits/48 Teaching Hours)

I.     An Overview of Modern Advertising Theory                       4 Teaching hours

Section 1 The Scientific Implications of advertising

Section 2 The elements of advertising

Section 3 The essence of advertising economy

Section 4 The history of the emergence and development of advertising science

Section 5 The research object of advertising

Section 6 Modern advertising theory

Section 7 Functions and values of advertising

II.  Advertising Media Planning and New Media Performance and Application   

                              4 Teaching hours

Section 1 Overview of advertising media

Section 2 The selection process of advertising media

Section 3 Selection criteria of advertising media

Section 4 Selection principles of advertising media

Section 5 The combination skills of advertising media

Experiment 1 Case Appreciation of Excellent Advertising Works  2 Teaching hours

III. Psychological Strategies of Modern Advertising             2 Teaching hours

Section 1 The process of public psychological activities

Section 2 Advertising and cognitive process

Section 3 Advertising and emotional processes

Section 4 Advertising and the Process of the will

Section 5 Advertising design and public psychology

Section 6 Psychological strategies of modern advertising

IV. The Creative Art of Modern Advertising                   6 Teaching hours

    Section 1 The essence and rules of advertising creativity

Section 2 The creative thinking of modern advertising

Section 3 the basis and key of excellent advertising creativity

Section 4 Excellent advertising creativity skills

Experiment 2 Creative Case Analysis and Training of Modern Advertising

                                                   2 Teaching hours

V.  Advertising Investigation and The Art of Advertising Planning  8 Teaching hours

Section 1 Advertising research

Section 2 advertising strategy planning

Section 3 Advertising strategy planning

Section 4 Planning thinking of modern advertising

Section 5 The procedures and contents of modern advertising planning

Section 6 Methods of compiling advertising budget

Section 7 Writing of advertising planning book

Experiment 3 Planning Training of Modern Advertising Works    2 Teaching hours

VI The Art of Creating Modern Advertising Copywriting         6 Teaching hours

Section 1 The meaning and characteristics of advertising copy

Section 2 advertising copy creation requirements and creation principles

Section 3 Creative techniques for advertising titles

Section 4 Creative techniques for advertising body

Section 5 Creative techniques of advertising slogans and accompanying text

Experiment 4 Modern Advertising Copy Writing Training        2 Teaching hours

VII. The Art of Design and Production of Modern Advertising Works

4 Teaching Hours

Section 1: The meaning and elements of advertising design

Section 2 Procedures for designing advertising works

Section 3 Principles for designing Advertising works

Section 4 Design and production art of print advertising works

Section 5 Art of design and production of video and audio advertising works

Experiment 5 Modern Advertising Design and Production Training 2 Teaching Hours

VIII Measurement of Advertising Effect                      2 Teaching hours

Section 1 Characteristics and Types of Advertising Effects

Section 2 Principles and procedures for measuring advertising effectiveness

Section 3 Measuring the psychological effect of advertising

Section 4 the measurement of the economic effect of advertisement

Section 5 Measurement of social effects of advertising

IX Advertising Management and The Literacy of Advertising Practitioners

2 Teaching hours

Section 1 The legal management of modern advertising

Section two self-discipline management of advertising industry

Section 3 Self-regulatory management of China's advertising industry

Section 4 Self-regulation of foreign advertising industry

Section 5 Social supervision and administration of modern advertising

Section 6 Quality of Advertising Practitioners

                Total (Teaching Hours)                                                                  48  

Summary of UG CPC Topics Covered in this Course:                   (48Teaching Hours)