While other advertising courses focus on how to maximize the persuasion process and minimizing its costs to the advertisers, this course considers the social, psychological, legal and ethical impact that may result from a campaign or from advertising in general.

The course provides students with understandings on the role of advertising as a form of social communication in the society. It enhances the sensitivity of prospective advertising practitioners to the social consequence of their work, to provide them sufficient understanding of the regulatory environment, to enable them to avoid unnecessary legal entanglement, and, hopefully, to develop their sense of professional ethics.

The course involves reading, writing, research, and thinking. Selected works of students are presented in this site.

The Creative Industries (including Advertising) are recognized as the competitive advantages of Hong Kong, as the city is transforming into a knowledge-based economy. After reading an article on government's initiatives to promote the Creative Industries in Hong Kong, students please write a paper that answers the following questions:

1. Do you think advertising in Hong Kong is creative? (Give examples and evidence)
2. How to promote creativity in advertising at the industry level?
3. How to promote creativity in advertising at the school (including primary, secondary and tertiary education) level?

Please click and read students' articles.

Please click and read students' articles.