Course Description
Acquaints students with the fundamental concepts of theory and provides an introduction to a variety of theories in advertising and public relations. Students will learn to analyze, criticize, and synthesize academic literature and will consider the place of theory in academics and in practice.
Athena Title
ADPR Theory
Equivalent Courses
Not open to students with credit in JRMC 8151E
Semester Course Offered
Offered fall
Grading System
A - F (Traditional)
Course Objectives
• To provide students with a thorough overview of the nature and role of theory, with application to advertising and public relations decision making; • To familiarize students with classic literature as well as recent approaches to advertising and public relations theory development; • To allow students to practice critically analyzing theory and research in the field; and • To consider the relationship between theory and practice; in particular to analyze and understand the significance of advertising and public relations convergence on theory, research, and practice.
Topical Outline
I. Introduction: A review of concepts relating to communication theory and the development of theory; introduction of social science and critical cultural paradigms; analysis of the relationship between theory and practice. II. Social science theories: Discussion modules that include analysis of influential persuasion theories from sociology and psychology; consideration of cognitive and emotional approaches, social constructionism, and symbolic interactionism. III. Cultural approaches: Discussion modules that include analysis of influential critical-cultural theories including consumer culture theory, feminist theory, critical race theory, and cross-cultural communication. IV. Relevant topical areas: Analysis of theory and research on relevant topics such as resistance to advertising and public relations messages, credibility and authenticity, ethics and social responsibility, or digital communication. V. Literature review: Each student will write and present a formal review documenting the development of an appropriate communication theory and its use in the literature on advertising and public relations.
Syllabus
Public CV