Who should you communicate to and how? Understanding advertising through "words" and "perspective"
Research Themes
In this seminar, we will learn about the meaning and role of advertising, as well as its impact on society and the economy, from both theoretical and practical perspectives, while cherishing the realization and discovery that "advertising is so profound!"
What we want to pay particular attention to is the perspective of "who is the ad aimed at, and what message is it sending?" How are the words and images in the ad reaching who? Or, if there are people who are "not there," who are they? When you interpret an ad from this perspective, the world you see becomes much broader.
We will take a fresh look at how advertising is related to society, looking at various positions and feelings. Based on that, we hope to think together with you about advertising communication that is appropriate for the coming era.
Activities
In this seminar, you will deepen your learning in a practical way by "knowing," "thinking," "creating," and "experiencing" advertising.
Students begin by reading domestic and international papers and books on advertising, learning about theoretical background and diverse perspectives. After that, they will select advertising examples that interest them, research them individually or in groups, and give presentations. They will deepen their understanding by exchanging opinions about the intentions of advertising, its impact on society, and the nature of expression.
As a practical activity, students work in teams to plan and produce advertising campaigns and also take part in external advertising contests for students. As they work to turn their ideas into something that can be communicated, they develop their imagination, expressiveness, and teamwork.
We are also considering other events such as tours of the Ad Museum, where participants can experience the history and social aspects of advertising, inviting guest speakers, and holding training camps. We hope to create a space where we can deepen our learning together while listening to everyone's opinions.