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ACC302 - Advertising: Desire, Consumption and the Attention Economy

Unit details

Year2018 unit information
Offering information:

Commences 2020

Enrolment modes:
Credit point(s):1
EFTSL value:0.125
Unit chair:

Richie Barker





Incompatible with:

ALC202 and ALC314

Contact hours:

Campus: 1 x 2 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'.


Advertising content and critique project, equivalent to 2000 words, 50%

Industry analysis project and critical reflection, equivalent to 2000 words, 50%

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