ACC302 - Advertising: Desire, Consumption and the Attention Economy
Unit details
| Year: | 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), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 2: David Marshall |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| 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 |
Content
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: | ||
| ULO1 | Critically examine and integrate theoretical perspectives in relation to the advertising industry and related contexts | GLO1: Discipline-specific knowledge and capabilities GLO4: Critical thinking |
| ULO2 | 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 |
| ULO3 | Demonstrate an advanced level of media literacy and creativity through engagement with advertising processes and practices | GLO3: Digital literacy |
| ULO4 | 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
Assessment
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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