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2024 unit information
Nil
Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.
This will include educator guided online learning activities within the unit site.
1 x 2-hour seminar per week
1 x 2-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'.
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
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
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.
The texts and reading list for the unit can be found on the University Library via ACC302 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
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