ADVG24857
Advertising Law , Ethics and Society
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version   Public
 
Section I: Administrative Information
  Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2016
Prerequisites: N/A
Corequisites: N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Adv. Law, Ethics & Society
School:
Business
Program(s): Advertising
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Yvonne Dineen
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version:
7.0
Status: Approved (APPR)

Calendar Description
This course explores the environment of law and ethical standards that govern the formulation of marketing communication strategies. Emphasis is placed on issues surrounding gender advertising, promotional messages directed to children, sexual imagery, and the development of political, pharmaceutical and socially responsible advertisements.

Typical Instructional Format

Lecture
42.0
Total hours: 42.0

Courses may be offered in other formats.

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. This course explores these issues, with particular emphasis on promotional messages. Emphasis is placed on issues surrounding gender advertising, promotional messages directed to children, sexual imagery, and the development of political, pharmaceutical and socially responsible advertisements. The learning environment for this course is characterized by lecture, classroom discussion and particularly, case study analysis.

Program Context

 
Advertising Program Coordinator: Cathryn Oliver
This is a required course in semester 6 of the Advertising program. It provides students knowledge of the legal and ethical concerns surrounding the advertising industry and the development of advertising campaigns. This learning will be used when developing their final pitch for Advertising Campaign Management.


Course Critical Performance and Learning Outcomes

 
 Critical Performance:  By the end of this course, students will have
demonstrated the ability to describe the legal and ethical issues
facing advertisers and agencies.

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

1.	Describe legislation effecting promotional messages in Canada
2.	Discuss ethical issues facing advertisers
3.	Describe options for making ethical choices
4.	Apply those options by requiring students to use them to 
        resolve conflicts of values
5.	Improve critical thinking skills and use them as tools of 
        analysis and evaluation
6.	Use their own experience and the experience of others as  
        evaluative tools for situations
7.	Evaluate the strengths or weaknesses of their own mechanism 
        of choice through both group interactions, role playing and 
        the employment of critical thinking strategies
8.	Decide, by being able to identify and evaluate their own  
        mechanisms of choice, if these mechanisms need modification, 
        what modifications are necessary and how they might be 
        modified 
9.	Demonstrate professional behaviours, including:
          - Willingness to work collaboratively
          - Commitment to meeting project due dates
          - Responsibility for self direction




Evaluation Plan
Students demonstrate their learning in the following ways:

 
Online activities (2 @ 1% each) 2%
Quizzes (2 @ 2% each)           4%
Tobacco Letter                  4%
Task Force                     20%
Assignment                     15%
Journal                        25%
Presentation                   30%
Total                         100%

A student must average at least 50% on the non-group components of 
the evaluation plan (as well as at least 50% overall)in order to
receive credit for this course
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: Multiple PLA Contacts

Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous life and work experiences. This course is eligible for challenge through the following method(s):

Challenge Exam Portfolio Interview Other Not Eligible for PLAR
X 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: Winter 2016
Professor: Yvonne Dineen
Textbook(s):
Controversies in Contemporary Advertising, Kim Sheehan, SAGE
Publications Inc., 2004
Handouts, notes, articles

Applicable student group(s): Third Year Advertising Program
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
ASC - The Code
CRTC
Gender portrayal guidelines
Journal assignment discussed

Module 3
Consumer Culture
Advertising role in society
The Chinese Wall


Module 4
Canadian Regulations


Module 5
Children and advertising
Product placement related in childrens' programming

Strategic development assignment

Module 6
Alcohol advertising
Advertising Standards Council presentation


Module 7
Tobacco Advertising


Module 8
Pharmaceutical advertising

Issues facing Canadian advertisers

Final Presentations


Academic Honesty
The principle of academic honesty 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 faculty member, or otherwise submitting work that is not the student's own violates this principle and will not be tolerated. Instances of academic dishonesty, including assisting another student to cheat, will be penalized as detailed in the Student Handbook.

Students who have any questions regarding whether or not specific circumstances involve a breach of academic honesty are advised to discuss them with the faculty member prior to submitting the assignment in question.

Discrimination and Harassment
Sheridan is committed to provide a learning environment that respects 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 are available in the Student Handbook.
 
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