ACC302 - Advertising: Desire, Consumption and the Attention Economy

Year:

2021 unit information

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

Nil

Corequisite:

Nil

Incompatible with:

ALC202 and ALC314

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 (online)

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'.

Unit Fee Information

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