This course examines the evolution of critical advertising and brand analysis with a particular emphasis on learning how people come to identify with and believe in brands. It includes an analysis of how brands work as systems for producing differences between themselves by creating imaginary possible worlds associated with brands. Students learn tools of semiotic and linguistic analysis in analyzing brands and how they relate to each other. Each student completes a communications audit of a brand examining all aspects of its communicative strategies from package design to employee behavior, clothing, architecture, and shop design. The course will also examine how branding now has extended beyond consumer brands to such areas as NGOs and politics (political parties as brands and politicians as brands).
Code
CM5002
Name
BRANDS AND BELIEF
Credits
4
Pre-requisites
Major=MA: Global Communications OR Major=MA: Global Comm. (Development Communications) OR Major=MA: Global Comm. (Digital Cultures and Industries) OR Major=MA: Global Comm. (Fashion Track) OR Major=MA: Global Comm. (Visual & Material Culture Track)
Co-requisites
None
Can be taken twice for credit?
No
Discipline
CM (Communications)
Level
Graduate
Type
Regular
CAMS ID
3175
Last update with CAMS
Understand and be able to use qualitative communications research methodologies
Be aware of key issues in debates about globalization and their relationship to forms of global media and culture
Develop critical perspectives on major concepts and theories in media studies, communications and cultural studies
Develop practical competence in a field of contemporary communications
Students will come to understand and develop critical perspectives on branding and the global circulation of meaning
They will also understand the relationship of brands to media culture and broadcast and social media
In addition, they will develop practical skills in conducting semiotic analyses and brand audits
