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ACC302 - Advertising: Desire, Consumption and the Attention Economy


2020 unit information

Important Update:

Classes and seminars in Trimester 2/Semester 2, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of your trimester or semester.

Last updated: 2 June 2020

Enrolment modes:Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: David Marshall




Incompatible with:

ALC202 and ALC314

Typical study commitment:

Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

1 x 1-hour class per week, 1 x 1-hour seminar per week

Scheduled learning activities - cloud:

1 x 1-hour class per week (recordings provided), 1 x 1-hour online seminar per week


This unit traces the influence of historical patterns on contemporary advertising and promotional cultures to provide a distinctive means of analysing the construction of 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. Students will 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'.


These are the Learning Outcomes (ULO) for this unit

At the completion of this unit, successful students can:

Deakin Graduate Learning Outcomes


Critically examine and integrate theoretical perspectives in relation to the advertising industry and related contexts

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking


Understand, analyse, and critique professional practices in the context of globalised consumer culture, with particular emphasis on identity formation and ethics

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

GLO8: Global citizenship


Demonstrate an advanced level of media literacy and creativity through engagement with advertising processes and practices

GLO3: Digital literacy


Apply high level communication skills in analysing advertisements and applying knowledge in practical and creative ways

GLO2: Communication

GLO4: Critical thinking

These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Trimester 2:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week

Assessment 1 - Critique

2000 words or equivalent 50% Information not yet available

Assessment 2 - Essay

2000 words or equivalent 50% Information not yet available

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

There is no prescribed text. Unit materials are provided via the unit site. This includes unit topic readings and references to further information.

Unit Fee Information

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