Course Overview and Objectives:
This class will focus on a new breed of consumer, called the conscientious consumer, who brings a strong ethical and moral perspective to his/her consumption choices. Also known as ethical consumers, green consumers, political consumers or members of LOHAS (Lifestyles of Health and Sustainability), this segment of shoppers has been identified as a rapidly growing market. Using a multi-theoretical approach, this course will explore the intersection of advertising, consumer behavior and sustainability as a means of fostering social change.
Issues of sustainability and conscientious consumerism as they relate to advertising will be explored through a combination of case studies, real-world research and foundational readings. Students will gain an understanding of the broader conceptual and theoretical frameworks with which to interrogate consumption and advertising (i.e. postmodernism, social capital, critical cultural studies, hegemony, community, myth) and how to apply them to research scenarios to generate meaningful, perceptive insights.