Public Relations & Advertisements Communication 102 Spring 2010

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Public Relations & Advertisements

Communication 102

Spring 2010

Edward Dunkley

Office Hours: TBA

Office Z-35

Phone: 1785

Course Theme
We buy things; a lot things. We buy things we need or want; things we must have and things we just can’t live without. Fortunately, or sadly, we are not left to our own devices when deciding what we should or should not buy. Every day we are bombarded with advertisements on television, at the movies, in newspapers, online and even in our email. Some of us proudly wear advertising as a fashion accessory. In this course we will examine the nature and role of advertising in the 21st century.

What does advertising sell, and how does it work?
Course Description
Like Comm 101, Comm 102 uses a variety of individual course themes for reading material. While Comm 101 introduces students to conventions of academic writing, Comm 102 presents more advanced reading and writing tasks, and helps students develop their writing and reading skills through a semester-long research project. Emphasis continues to be on critical analysis, accurate summary and paraphrase, and appropriate methods of citation. The major component of the course is a research paper involving multiple drafts and supporting assignments. This assignment is intended to help students develop advanced argumentation and research skills. Some major goals of the course include:

  • Producing a research paper documented and formatted according to appropriate and accepted academic standards (MLA)

  • Learning how to find and evaluate a variety of sources.

  • Paraphrasing, summarizing, and synthesizing information from multiple sources.

  • Demonstrating sound argumentation skills.

  • Drawing logical inferences and conclusions from textual evidence.

  • Developing, advancing, and defending a thesis while providing clear and well-developed support.

  • Understanding that writing is a process that involves planning, drafting, revision, and editing.

  • Avoiding plagiarism by successfully referring to and building upon the ideas of others.

Essay 1 20%
A text based essay based upon readings from the course pack. Students will respond to a prompt (question & guidelines) given by the instructor.

The paper will be 3 to 4 pages, and two drafts will be required.

First Draft: Week 5 (10%)

Final Draft: Week 7 (10%)

Research Project 55%

  • (20%) An annotated bibliography of texts used to develop and write the research paper.

This portion of the project will be ongoing until week 13.

  • (5%) Proposal

  • Two Polished Drafts

(5%) First Draft: Week 10

(25%)Final Draft: Week 15

The research project an opportunity for students to examine an area of interest related to the course and develop a research paper based upon independent research. Research papers are to be 6-10 pages in length, based on at least 5 credible and reliable academic sources (non-academic sources may be included in addition with the permission of the instructor), and written using MLA.

Participation (10%)

No grades are given for attending class, but attending class is required. Participation involves being prepared for class; having notes for the readings, participating in discussions and taking notes in class. Students disturbing the class will have points deducted. Coming late to class, using telephones, not using English, and talking unnecessarily will result in poor participation grades.
Homework (5%)

You are required to have a notebook devoted to this class. In that notebook you will take notes for every required reading, notes from lessons and all homework assignments. From time to time I will ask to see your work in class. Should you fail to have your work in class more than 3 times, you will receive a 0/5 for homework.
Note: Please note that not having a notebook with the required materials will reduce your participation grade.

Oral component (10%)
In groups of pairs or groups of 3, students will have a discussion related to themes of the course, and their research. These discussions will occur in Week 15, in my office.

Required Course Materials

  1. Course packet for Comm 102 – Edward Dunkley, available in the Xerox center on the bottom floor of the library.

  2. Required handbook. Hacker, Diana. Rules for Writers. St. Martins Press, Inc. 2008. Available in the bookstore.

  3. English/English dictionary.

  4. A large binder or folder in which students will keep their coursework and materials related to their research project.

  5. Writing Implements: pen or pencil, eraser, paper.

Plagiarism Policy

Plagiarism is presenting someone else's words or ideas as your own, without proper reference.  You are graded on your own individual work, not another's masquerading as your own.  Any student found plagiarizing on or colluding in writing assignments will be referred to the university's disciplinary council. This may result in failing the assignment, failing the course, and/or being suspended from the university.  You commit plagiarism when:

1. You copy someone else's writing and do not put it in quotation marks and identify the source;

2. You take someone else's writing, change some of the words, and do not identify the source;

3. You take someone else's ideas or sequence of ideas, put them into your own words, and do not identify the source;

4. Someone else writes your assignments or changes your writing and thus creates a false impression of your abilities.
You engage in collusion by receiving unauthorized help with your writing by paying or otherwise inducing another person to do the writing for you.
Attendance Policy
Class attendance is required. You are allowed 3 absences excused or unexcused from class without penalty. Each following absence, whether it is excused or unexcused, results in a reduction of your overall course grade: 4 absences = 5% penalty, 5 = 10%, 6 = 15%, 7= 20%. If you miss more than 7 classes, you will automatically fail the course. Consult with your instructor if you believe there are extenuating circumstances. Please come to class on time; each three times you arrive to class more than five minutes late will count as one absence
Policy on Late Work
No work submitted after the deadline for the next assignment has passed will be accepted. For example, an outline of the research paper submitted on or after the deadline for the submission of the first draft will not be accepted. No student work will be accepted unless all previous stages of the assignment have been completed. For example, a student who has not submitted a research paper proposal on or before the deadline for the outline may not submit the outline. An instructor may accept work submitted late, but before the next deadline, in order to validate the grading of the next stage, but the instructor is not obliged to award a grade, read, or provide feedback on work that is submitted late. Penalties for late submission may be assessed at the instructor’s discretion.

Grading Scale

A = 100 – 93%

A- = 92 – 90%

B+ = 89 – 87 %

B = 86 – 83 %

B- = 82 – 80%
C+ = 79 – 77 %

C = 76 – 73%

C- = 72 – 70%
D+ = 69 – 67 %

D = 60 – 66 %

F = 59 – 0%

Course Guidelines and Expectations

  • Keep up with work and expectations. It is your responsibility to read the syllabus carefully and completely and to keep track of assignments and deadlines. “I was absent” , “I forgot” or “I did not read the syllabus” are not acceptable excuses for not meeting course responsibilities.

  • Behave respectfully toward the instructor and your fellow students. Come to class on time. Do not converse with those around you, sleep, or talk, write, or play games on your cell phone during class. Please turn off your mobile phones before entering the classroom and keep them out of sight during class. Keep the classroom clean.

  • Communicate professionally and politely with your instructor. You should send email to your instructor only about questions that cannot be answered by using the resources you already have (e.g., your syllabus, the instructor’s written directions or KUAIS). When you do communicate with me via email, be sure that your message is composed of clear, grammatically correct complete sentences. All emails should be addressed in a professional manner (“Dear …”) and must include your full name, course, and section number. Please see the sample email in your course pack.

  • Submit neat and professional work. All work submitted for Comm 102 must be typed, double spaced, in 12 pt. font, printed on only one side of the paper, with 2.5 cm margins on all sides. All work submitted must be spell-checked, and uploaded to I do not accept work on paper (hand written or typed) unless I specifically ask for it.

  • Come to class prepared. You must come to class prepared, with a pen/pencil, paper, the textbook or reading pack, any assignments for that day’s class, and, when applicable, materials related to your research project. Failure to do this will result in poor participation grades.

Class Schedule

Week 1 (Feb 15-19)

  • Introduction to course expectations and topic

  • Add/Drop

Week 2 (Feb. 22-26)

Association of National Advertisers. The Role of Advertising in America. Association of National

Advertisers, Inc., 2010. Web. 1. Feb. 2010. .

  • What advertisers say they are doing.

  • An introduction to Edward Bernay (Father of Public Relations)

  • Cornell Note Taking

Week 3 (March 1-5)

Bernays, Edward. The Engineering of Consent. The Annals of the American Academy of Political and Social Science. 1947; 250: 113-120.

  • The use of psychoanalysis to control large groups of people

  • Asking questions and looking for answers as part of the reading exercise

  • Using notes for study

  • Introduction to Research Project – the annotated bibliography

Week 4 (March 8-12)

Daniel Pope, "Making Sense of Advertisements," History Matters: The U.S. Survey Course on the Web,, June 2003.
Chandler, Daniel. "Signs." Semiotics for Beginners. Aberystwyth University, n.d. Web. 8 Feb. 2010. .

  • In class group activity - How to read advertisements

  • Students will be asked to analyze an advert using a basic understanding of ‘signs’ and ‘signifiers’

  • Essay 1 Assigned (First draft due Friday Week 5)

Week 5 (March 15 -19)

Chandler, Daniel. "Signs." Semiotics for Beginners. Aberystwyth University, n.d. Web. 8 Feb. 2010. .

  • Continuation (Reading Advertisements)

  • Presentation of analysis by students

  • MLA guidelines (page format, required information, in text citation and work cited page)

  • Developing an argument based on texts (use of limited quotations)

  • Review of Essay 1 expectations

  • Thesis development

  • First Draft of Essay 1 (Friday)

  • Tutorial Signup

Week 6 (March 22-26)

Quigley, Timothy. A Brief Outline of Psycho-analytic Theory. New School. . 1998.

  • Developing our gendered shopping habits

  • Lacan’s mirror stage and how it can be used in advertising

  • Distinguishing between founded and unfounded opinions

  • Reading a text you find difficult – how to avoid boredom

  • In class review of first annotated bibliography submissions (two texts)

  • Attend tutorials

  • Essay 1 (Final) due Friday week 7)

Week 7 (March 29-April 2)

Students will find and bring to class at least two printed (colour) adverts from Turkish media. These adverts should be gender specific.

  • Essay 1 final due on Friday (uploaded to

  • Reading advertisements for gender discrimination (Ads as mirrors)

  • Final questions and discussion of Essay 1

  • Research Proposal Explained and Assigned (Draft Due Week 9, first class)

  • Hand in Notebooks for first evaluation

Week 8 (April 5-9 Spring Break)

  • Continue with Annotated Bibliography

  • Prepare Research Paper Proposal

  • Listen to assigned Radio (TBA)

Week 9 (April 12-16)

Selections from

Barthes, Roland. Mythologies. Hill & Wang. 1967

Chapman, Bill. Propaganda Resources on the Web. . 2001.

  • Politics, Culture & Propaganda

  • First evaluation of Annotated Bibliography (Bring hard copy to class)

  • Research Proposals brought to class

  • How to write an Research Paper Introduction

  • First draft of RP Introduction due Friday Week 10 (bring to 2nd class)

  • Signup for tutorials (Week 10) – discussion of your research project

Week 10 (April 19-23)

Selections from

Phil Taylor. Phil Taylor’s Web Site. University of Leeds. . 2009.

  • Continuation of Politics, Culture & Propaganda

  • Using sources appropriately

  • Appropriate summarization and paraphrasing

  • Attributive language

  • First Draft of Research Paper due Friday Week 11

Week 11 (April 26-30)

Selections from

Phil Taylor. Phil Taylor’s Web Site. University of Leeds. . 2009.

  • Continuation of Politics, Culture & Propaganda

  • Review of MLA citation (in-text)

  • Review of Plagiarism (getting too much of the wrong kind of help)

  • Student generated discussion of research and writing problems

  • Week 12 tutorial signup

Week 12 (May 3-7)

Selections from

The Onion (America’s Finest News Source). <>. 2010

  • Humour & Political Satire

  • Common logical errors

  • Proof reading your work

  • Tutorials

Week 13 (May 10-14)

Craig, Steve. "Torches of Freedom': Themes of Women's Liberation in American
     Cigarette Advertising." Gender Studies Division Southwest/Texas Popular
     Culture Association.
University of North Texas. Web. 25 Feb. 1999.

  • Women, Propaganda & Cigarettes

  • Tutorials

  • Student generated discussion of research papers

Week 14 (May 17-21)

  • Women, Propaganda & Cigarettes continued

  • Concluding remarks

  • Tutorials

  • Final Annotated Bibliographies (

  • Oral Discussions Signup

Week 15 (May 24 28)

  • Paired Oral Discussions

  • Tutorials

  • Final drafts of research papers due by 17:00 on the last Friday of classes. Uploaded to

  • Notebooks presented at Oral Discussions

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