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|Unit chair:||A Chalkley|
|Prerequisite:||Students must have completed 6 credit points before enrolling in this unit|
|Contact hours:||This unit is offered in the wholly online teaching mode only - there will be no face-to-face teaching.|
|Note: Online teaching methods require internet access. Please refer to the most current computer specifications.|
Advertising works by blending the present and the future. Adverts tell us stories about ourselves and of whom we could be; they offer us images of ourselves and of who we could be; and they address us as individuals but invite us to join product- or brand-based communities. ACM314 Advertising: Designing Desires uses various forms of practical exercise and simulation to illustrate the diverse theories and approaches underlying contemporary advertising. It shows that advertising requires many of the same ideas and skills that underpin other sectors of the communication industry, including journalism, public relations, marketing and media arts; and it shows how the new promotional cultures and entertainment economies are undermining the distinctions between these hitherto disparate sectors of the industry.
Students will be assessed on their ability to integrate theories and practices of advertising and to demonstrate their ability to apply those theories and practices in other sectors of communication.
Assessment will take the form of a trimester-long portfolio of ten small assignments. Each is derived from the unit materials and is displayed in an online 'virtual gallery'. In each small assignment, a student will analyse an advert prescribed for them, drawing on two Exemplars provided in the unit materials. Then s/he will choose a different advert, analyse it in the same way and then change its appearance to highlight how the original means what it does.
In the first few weeks, students will submit an orientation exercise (5%) and then a portfolio at the unit's midpoint for comment, advice and direction, and at the end of the unit for final appraisal (95%).
Unit Fee Information
|Student Contribution Rate*||Student Contribution Rate**||Student Contribution Rate***||Fee rate - Domestic Students||Fee rate - International students|
* Student contribution rate for Commonwealth Supported students who commenced studies from 2010
** Student contribution rate for Commonwealth Supported students who commenced studies from 2009
*** Student contribution rate for Commonwealth Supported students who commenced studies from 2008
Please note: Unit fees listed do not apply to Deakin Prime students.