Advertising Seminar Research Trip to London 英語コミュニケーション学科
In February 2017 I took six of my 3rd year seminar students on a Zemi trip to London. The goal of the trip was for the students to learn about European culture in general, and British culture in particular, through the study of design and advertising.
The trip included many visits and workshops:
- Welcome Trust Library: we studied the way HIV and AIDS awareness is promoted in the UK. Looking at posters and studying slogans helped us understand how specific people and parts of the population are being targeted with relevant messages.
- Victoria & Albert Museum: during a half day private workshop we studied the design of posters and adverts covering over 100 years of UK history. Being able to handle original posters was very impressive as many adverts are specifically designed to be seen in large sizes, not just on computer screens or book pages.
- Museum of Brands, Packaging and Advertising: the first part of the visit was a workshop in which the students were able to create original adverts for some selected British products. After that, we spent a lot of time examining the evolution of packaging and advertising over time. Brands need to evolve to stay popular, and this often involves finding new packaging, or creating new campaigns.
- London Transport Museum: London transport, and specifically London Underground has a very long history of creating beautiful and very well designed posters and adverts. During our private tour of the museum, we were able to see many of the original paintings behind some of the most famous London underground campaigns. It was very interesting to be able to compare the original artwork with the final published posters.
Using Advertising (広告), and the language of adverts and CMs, to learn English, understand other societies and the ways advertising influences them and us. My main focus is on the representation of gender in advertising, and how that affects men and women's perception of themselves and others.