After studying the assigned readings for week 5, synthesize what you have learned by completing the following in essay format. Search online and find a website for an organization that has a campaign promoting a core issue that interests you (for example: The Red Cross and need for blood donations. NOTE: You may not use the example assignment just named here.).

Start your essay with a short overview of the organization and the issue (just a few lines) and then consider the topics we have covered in this week’s readings and discuss how they are reflected in what you see on this website.

What clear messages do you see?

What audiences is the institution trying to reach?

How has technology affected the way this organization presents itself?

Consider issues of Media Ethics and how they are represented or manifested in the website. Draw on examples offered on that website to support your observations. Specifically consider the content of 21st Century Communication: A Reference Handbook: Chapter 77: "Theories and Effects of Public Relations," under the section “Assumptions and Lay Theories.” Which of these theories does the content of your chosen site most closely align with? Why? Explain your answer.

The essay should be in 12pt type, no more than 2 pages in length, double-spaced. Approximately 500-600 words, and properly cited throughout the paper in APA format, and must contain an APA-style reference list. Support your responses with research from the Learning Resources.

Activities List

Read and explore all required and optional materials. They will provide you with the knowledge to successfully engage with the week’s content.

· Advertising as Culture – Introduction

· Chapter 1, Advertising as Culture – Advertising: A Way of Life

· A Dictionary of Marketing – Advertising

· Encyclopedia of Major Marketing Campaigns – Toyota Motor Sales, USA, Inc.

· Chapter 76, 21st Century Communication: A Reference Handbook – History and Concepts of Public Relations

· Chapter 77, 21st Century Communication: A Reference Handbook – Theories and Effects of Public Relations

· Chapter 79, 21st Century Communication: A Reference Handbook – Ethics in Public Relations

· Chapter 80, 21st Century Communication: A Reference Handbook – Issues Management

· Chapter 89, 21st Century Communication: A Reference Handbook – Media Planning for Advertising Campaigns

· Chapter 91, 21st Century Communication: A Reference Handbook – Social Marketing Campaigns

· Difference Between Advertising and PR (video)

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