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四川外语学院2007-2008学年第一学期《广告研究》教案，共137页，课堂讲授54学时，实践课18学时
教材名称 AS Media Studies: The Essential Introduction
编（著）者 Philip Rayner, Peter Wall, Stephen Kruger
出版社及出版时间 2001

Briefing
Introduction
Essential Research Skills
Media text
Media text – image analysis
Media text - narrative
Media text - genre
Media text – representation
Media text – media intertextuality
Media text – media ideology
Media audiences
Media institutions

Briefing
Introduction
Chapter 1  The origins and development of advertising
Chapter 2  Modern advertising
Chapter 3  The new media
New media ( seminar )
Advertising in online games
Advertising in cell phones
Advertising in blog
Advertising in new media
Chapter 4  The effects of advertising
Chapter 5  What do advertisements mean?- Approaches to advertising research
Approaches to the study of advertising – Psychoanalysis
Chapter 6  Semiotics and ideology
Chapter 7  The language of advertising
Chapter 8  The rhetoric of advertising