How Advertising Works

Course details

Most of us refuse the notion that we are influenced by advertising, but that's only because we can't accept the fact that these messages have power over us. This course examines the main tools that advertisers use to persuade audiences to make a purchase.

Today's advertising uses the same ancient principles that Aristotle espoused in his 4th century BCE teachings on rhetoric. We explore these same rhetorical appeals and view modern examples of each. The course culminates in application of the lecture lessons by teaching how to deconstruct an advertisement. We'll deconstruct two commercials as examples.