ALC202 - Advertising: Desire, Consumption and the Attention Economy

Year: 2019 unit information
Enrolment modes: Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Cloud (online)
Credit point(s): 1
EFTSL value: 0.125
Unit chair:

David Marshall





Incompatible with:

ACC302, ALC314

Contact hours:

Campus: 1 X 1 Hour Class and 1 X 1 hour Seminar per week

Cloud (online): Learning experiences are via CloudDeakin


This unit offers students a hands-on engagement with how the advertising industry constructs consumer identities and brand-based communities. Particular attention is given to the problems and potentialities of the attention economy in the rapidly-changing context of our contemporary digital screen media culture. Various practical exercises allow students to investigate real-world industry practices and processes. Highlighting that advertising requires many of the skills underpinning related media industries, including journalism, public relations, marketing, and media arts, the unit reveals how the new promotional cultures and entertainment economies undermine distinctions between previously separate industries and necessitate the rise of the 'media professional'.


Virtual gallery of advertising content and critique, equivalent to 2000 words, 50%

Media strategy analysis and critical reflection, equivalent to 2000 words, 50%

Unit Fee Information

Click on the fee link below which describes you: