ADVG50123
Advertising Law & Ethics
 
  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: Fall 2013
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Advg Law & Ethics
School: Business
Program(s): Advertising Management
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Peggy Barnwell
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 2.0
Status: Approved - Under Rev (AREV)

Calendar Description
This course explores the environment of legal and ethical standards that governs 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. 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: 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    

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


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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