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HYPE AND HUCKSTERSWinter, 2003 Faculty: Dr. Susan Fiksdal (Lab. II, 2447, Mail Stop Lab II, Phone 867-6329, fiksdals@evergreen.edu) Office hours by appointment. .......................Dr. Virginia Hill (Sem.3119, Mail Stop Sem 3127, Phone 867-6597, hillg@evergreen.edu) Office hours by appointment. Program OverviewOur program focuses on systematic efforts to persuade the public in political and commercial arenas. As we study such campaigns, we will address the overall objective of understanding the interplay of public relations, marketing, advertising, discourse, ideology and the media and applying that understanding in collaborative work. This work includes seminar discussions, workshops, campaign participation, presentations, research projects and creating your own campaign. Specific learning objectives for winter quarter: By the end of winter quarter, students should be able:
Work for the quarter:
CovenantWe will collaborate using civil, academic discourse and will arrive at each class in a timely manner. Assigned work must be submitted on time; there is no provision for late or incomplete work except in grave circumstances. Students must attend all class sessions and activities. In the event illness or personal emergency forces absence, students must notify their faculty sponsor in advance. At most, two days can be missed each quarter; these cannot be days of your presentations. Credit may be reduced or denied for unsatisfactory work, missed classes or unfulfilled assignments. Evidence of plagiarism will result in loss of credit. By registering in this program, you agree to this covenant. Books and Materials Cook, Guy. The Discourse of Advertising, 2 ed. Ellul, Jacques. Propaganda Ewen, S. P.R! A Social History of Spin Klein, N. No Logo Manring, M.M. Slave in a Box Orwell, G. 1984 Stauber, J. and Rampton, S. Toxic Sludge is Good for You Twitchell, J. Adcult U.S.A. Harvard Business School Case Studies: “Ad Council’s AIDS Campaign (A)” “Digital Angel” “Erox Corp: Leverage Marketing” “Exxon Corporation: Trouble At Valdez” “Nike, Inc.” “Pokemon: Gotta Catch ‘Em All” A distinguished National Newspaper (Internet Edition is acceptable) Class ScheduleTuesday Thursday _______________________________________________________________________ 9:00-11:00 Seminar Seminar Lib 2218 or 2118 Lib 2218 or 2118 11:00-12:30 Lunch Media Workshop GCC or Mac Lab 12:30-2:30 Workshops Media Workshop LCC 1007 GCC or Mac Lab 2:30-4:30 Case Study Class Presentations, Videos Lib 1308 Lib 1308 Assignment DetailSeminar Preparation: Response and Integration Papers Students will benefit from writing about our books before, during, and after seminars. This writing helps them become better critical thinkers, and for some students who are quiet and reflective, the writing gives them the opportunity to voice their ideas. Here is the required assignment for winter: This paper is a two-part integrated effort. First students should write a paragraph in which they respond to one major idea or argument in the book. Think about what surprised you, what fascinated you, or what created an emotional response, and write a personal response to that aspect of the book. Second, analyze an idea or argument in the book comparing it with ideas or concepts from other materials in the program. For example, you could show how the idea you have chosen resembled another idea, how it differed, or how it expanded on the other author’s work. Aim for one page; these papers must not exceed two pages in length. Bring this paper to seminar as your “ticket” to the discussion. For the first 10 minutes, we will pass these around and read them. It is not important that each person read everyone’s paper. Students will be asked to introduce an idea from someone else’s paper before introducing their own. It is possible that someone will introduce a shy student’s idea when that student would not have introduced it him or herself. Research Papers Research begun and presented in fall quarter will culminate in written research papers. These should advance a thesis, supported by the research. They must include the ten divisions for propaganda analysis presented on p. 280 of Jowett and O’Donnell. For the papers to be credit-worthy, these divisions need to be clearly apparent to the reader, whether by identification in boldface, in a heading, or in a key that appears in the paper’s appendix. These papers should follow APA format, be carefully proof read, and be no longer than 20 pages including references. This paper is due at 9 a.m. on January 21. Students joining the program in winter will be asked to write an essay exam on the two books assigned for entry into the program. Group Case Analysis and Campaign Design Case study analysis will be explained in the first case study class. At that time, students will choose their groups of 5 students each, with whom they will work for the duration of the quarter. Groups will meet both in and out of class to analyze their chosen cases and to plan their presentations. THESE PRESENTATIONS SHOULD NOT INCLUDE ANY CAMPAIGN PROPOSALS OR ELEMENTS; THEY SHOULD BE ANALYSES ONLY. Once groups have completed their presentations, they should use the feedback from the class to help them reassess their analysis and from this to design a campaign to solve the case problem (or to improve the organization's marketing situation, depending on how the case is famed). The campaign design should include a video press release, a video commercial, an Internet home page, a sample of relevant print material, such as a brochure, and a press release. The design also must include a timeline, a statement of strategy, a budget, and a rationale. Each campaign design will be presented to the class, and it must also be submitted in written form to the faculty. Groups should think of themselves as marketing or public relations consultants and prepare their materials consistent with this role. Presentations should be thoroughly professional, modeled after the best we witnessed in the fall. When case analyses are presented, students not presenting should have prepared their own analyses. One of these analyses should be written and submitted the day the presentation is made; students will be assigned cases on which to write. (No written case paper will be accepted after the case has been presented.) Written analyses should not exceed two typewritten pages. They should contain an abbreviated version of a case analysis, offered in outline form. Again, this will be discussed during the first case study class. At the close of presentations, members of the presenting group each will have an opportunity to field questions from the reporters in a simulated press conference. Schedule of Assignments and Activities Week Tuesday Thursday 1/7 AM Winter orientation and Orwell Internship information workshop PM Case Study Intro.&Marketing Media Workshops 11:00-4:00 Workshop Discourse Analysis Workshop Press Release Workshop 1/14 AM Ellul: Intro, Preface, Chs I-III Ellul, Remainder PM
Press Release Workshop Media Workshops 11:00-4:00 1/21 AM Ellul Concluding Discussion. Twitchell PM
Discourse Analysis Workshop _________Media
Workshops 11:00-2:30 1/28 AM Twitchell Manring PM
Discourse Analysis Workshop __________Media
Workshops 11:00-2:30 2/6 AM Manring Klein PM
Discourse Analysis Workshop __________
Media Workshops 11:00-2:30 2/13 AM Klein Klein PM
Discourse Analysis Workshop __________Media
Workshops 11:00-2:30 2/20 AM Ewen Ewen PM
Groups meet _________________________ Groups
meet + with faculty 2/27 AM Ewen Stauber and Rampton PM
Guest speaker: Public Relations ________Guest
speaker TBA 3/6 AM Stauber and Rampton Article PM
Campaign Pres. Pokemon Campaign Pres.: Erox 3/12 AM Sontag Article Review PM Campaign Pres. Nike Video: History of Photography 3/19 Evaluation Week |