Introduction to Advertising

1. Basic Course Information

Course Code：16154803 
Course Name： Introduction to Advertising 
Course Type：Fundamental Course 
Periods：60 Hours 
Credits：4
Target Students：Freshman majoring in advertising
Assessment：Exam
Preparatory Course：Advertising, Communication, and etc.

2. A Brief Introduction to the Course

Based on the academic background and atmosphere of Cultural Creativity and Tourism School, this course breaks through the traditional framework and skills of advertising. It follows the background of the cultural entrepreneurship industry and pays attention to the operation of advertising practice. It is introduced and analyzed with the form of monograph to introduce the subject of advertising, advertising industry, advertising creativity, advertising positioning, advertising brand and so on. Besides, it is lectured with classic advertisement cases so that the characteristics, writing requirements and functions of all kinds of advertisement can be better taught. The purpose of this course is to cultivate the students’ ability of planning, expressing and innovative thinking for cultural creativity, and to understand the significance and value of advertising.