Sheridan Course Outlines

ADVG50123
Advertising Law & Ethics

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2013
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising Management
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Peggy Barnwell
Version: 2.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Advertising practitioners need to be mindful of both legal and ethical issues in the development of marketing communication strategies. In this course, students explore these issues, with particular emphasis on promotional messages. Importance is placed on issues surrounding gender advertising, promotional messages directed to children, sexual imagery, and the development of political, pharmaceutical and socially responsible advertisements. In addition, students use their own experience and the experience of others as evaluative tools. Through role-playing and group interactions simulating ethical dilemmas, students refine critical thinking skills and their use as tools of analysis and evaluation. The learning environment for this course is characterized by lecture, classroom discussion and particularly, case study analysis.

Program Context

Advertising Management

Program Coordinator: Peggy Barnwell

It provides students knowledge of the legal and ethical concerns surrounding the advertising industry and the development of advertising campaigns. This learning is used when developing their final pitch for the Advertising and Planning and Development course.

Course Critical Performance and Learning Outcomes

 Critical Performance:  by the end of this course, students will have 
demonstrated the ability to assess the legal and ethical challenges 
of promotional situation in order to determine an appropriate course 
of action.

Learning Outcomes
To achieve the critical performance, students will have demonstrated 
the ability to:

1.  Describe legislation affecting promotional messages in Canada.

2.  Debate the strengths and limitations of advertising industry self-
    regulation versus government regulation.

3.  Discuss contemporary ethical issues facing advertisers.

4.  Evaluate the strengths and weaknesses of one's own communication 
    strategies of choice through group interactions, role-playing and 
    the employment of critical thinking strategies.

5.  Decide if choice strategies need modification, what modifications 
    are necessary and how they might be modified.

6.  Modify approaches to problem solving in response to a given 
    situation.

7.  Analyze the impact of changing community standards on advertising.

Evaluation Plan
Students demonstrate their learning in the following ways:

Students demonstrate their learning in the following ways:

Tests                         2 @ 25%         50%
Advertising Journal/Critique                  25%   
Presentation                                  25%   
Total                                        100%

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

	Communication		Critical Thinking & Problem Solving		Interpersonal
	Numeracy		Information Management		Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam	Portfolio	Interview	Other	Not Eligible for PLAR
		X

Notes: N/A

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Fall 2013
Professor: Peggy Barnwell
Textbook(s):

Controversies in Contemporary Advertising, Kim Sheehan, SAGE 
Publications Inc., 2004.  
Handouts, Notes, Articles

Applicable student group(s): Advertising Management
Course Details:

Module 1
Orientation
- Program Overview

Introduction
- Importance of Law & Ethics
- Those Involved in the Regulatory Process
- Advertising Defined
- Critique - Evaluation Matrix

Module 2.1
- ASC - The Code
- CRTC
- Gender Portrayal

Guidelines
- Journal Assignment Discussed

Module 2.2
- Consumer Culture
- Advertisings Role

In Society
- The Chinese Wall

Module 2.3
- Tobacco Advertising

Module 3.1
- Canadian Regulations

Module 3.2
- Mid-term

Module 4.1
- Alcohol Advertising
- Advertising Standards Council Presentation

Module 4.2
- Children and Advertising
- Product Placement related in Childrens' programming

Module 4.3
- Strategic Development Assignment

Module 4.4
- Pharmaceutical Advertising

Module 5
- Issues facing Canadian Advertisers

Module 6
- Final Presentations

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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