1. 課程概要：
廣告可說是現代社會最具支配力與影響力的傳播形式，不管你我是喜歡廣告或是厭惡廣告，現代社會的基本現實是：人們似乎無所遁逃於廣告。以傳播的媒介與權力為中心關懷，通過社會與文化的分析取徑，本課程開展將採取理論與實務兼具且賞析與習作皆備的取向。除檢視廣告作為現代社會全面且綿密、強力又細緻之傳播制度其核心的基礎層面──社會制度、文化實踐與經濟力量──我們將歷史性的追溯讓廣告得以持續發展且正當存在的社會機制與社會價值。作為制度的廣告如何社會性與經濟性的發生作用，又如何與作為一個整體的社會系統發生聯繫。同時，本課程將探索主要推動廣告運作的專業競逐與集團風格，更將深入分析廣告的技藝與文化形式──「創意」(creativity)是作為場域的廣告圈集體角逐且協作下的時代產物。我們也試圖闡析支撐各種不同型態廣告運作的廣告哲學、廣告其假定的「社會」與「個體」之認識論、廣告所牽引意識型態與自由選擇的緊張、廣告所引發的政治與倫理的辯論等等。
2. 課程內容：
上課週序 課程進度
1 課程介紹
2 廣告：誕生、界定、歷史與沿革
3 廣告場域：現代傳播與社會生活
4 政治經濟學的取徑、方法與議題
5 文化社會的取徑、方法與議題
6 廣告工作者：作為「文化中介者」的廣告人
7 廣告的視覺分析：理論與方法
8 文化經濟的旗艦產業：現代性�福特主義 後現代性�後福特主義
9 期中考
10 廣告「創意」的誕生：社會文化建構的歷史追溯、擴散影響與分析批判
11 商品廣告：品牌(branding)、行銷與消費
12 廣告文化：商業、藝術與品味
13 廣告分化：作為文化類型(genre)的廣告與現代文化形式
14 新興廣告：公共關係與事件活動
15 廣告傳播與象徵權力：名人、贊助與象徵鬥爭
16 廣告控管：文化、政治與倫理
17 反廣告的廣告：反廣告社會運動
18 期末考
3. 參考用書：
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Berger, Arthur Asa (2000) Ads, Fads, and Consumer Culture, Lanham Boulder, Rowman and Littlefield.
Cortese, Anthony (1999) Provocateur: Images of women and minorities in advertising, Rowman and Littlefield.
Cronin, Anne (2003) Advertising Myths: The strange half-lives of images and commodities, London, Routledge.
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Davidson, Martin (1992) The Consumerist Manifesto, London, Routledge.
Dyer, Gillian (1982) Advertising as Communication, London, Routledge.
Ewen, Stuart (1976) Captains of Consciousness: Advertising and the social roots of the Consumer Culture, New York, McGraw Hill.
Featherstone, Mike (1990) Consumer Culture and Postmodernism, London, Sage,.
Fowles, Jib (1996) Advertising and Popular Culture, Thousand Oaks and London, Sage.
Goldman, Robert (1992) Reading Ads Socially, London, Routledge.
Goldman, Robert and Papson (1996) Sign Wars: The Cluttered Landscape, Guildord Press.
Hackley, Chris (2005) Advertisng and Promotion: Communicating brands, London, Sage.
Hall, Stuart (ed) (1997) Representation, London, Routledge.
Jhally, Sut (1990) The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society, London, Routledge.
Lears, Jackson (1994) Fables of Abundance: A cultural history of advertising in America, New York, Basic Books.
Leiss, William et al (2005 3rd ed), Social Communication in Advertising, London, Routledge.
Malefyt, Timothy de Waal and Moeran, Brian (2003) Advertising Cultures, Oxford, Berg.
Marchand, Roland (1985), Advertising the American Dream, Berkeley, University of California Press.
Mattelart, Armand (1991), Advertising International, London, Routledge.
McFall, Liz (2004) Advertising: A Cultural Economy, London, Sage.
Messaris, Paul (1997) Visual Persuasion: The Role of Images in Advertising, London, Sage.
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Myers, Greg (1999) Ad Worlds: Brands, Media, Audiences, London, Arnold.
Nixon, Sean (2003) Advertising Cultures, London, Sage.
Rutherford, Paul (1994) The New Icons? The Art of Television Advertising, Toronto, University of Toronto.
Schudson, Michael (1993) Advertising, the Uneasy Persuasion. Its Dubious Impact on American Society, London, Routledge.
Thomas, Frank (1996) The Conquest of Cool: Business culture, counterculture, and the rise of hip consumerism, Chicago, University of Chicago.
Twitchell, James B. (1996) Adcult USA: The Triumph of Advertising in American Culture, New York, Columbia University Press.
Wernick, Andrew (1991) Promotional Culture: Advertising, Ideology and Symbolic Expression, London, Sage.
Williamson, Judith (1978) Decoding Advertisements, London, Marion Boyars

4. 成績評定：
(1)課堂作業 30 % (2)期中考 20% (3)期末考 20% (4)課堂參與�報告15% (5)學期報告15%