ACC302 - Advertising: Desire, Consumption and the Attention Economy
Unit details
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 2: Kristin Demetrious |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | ALC202, 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. This will include educator guided online learning activities within the unit site. |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 2-hour seminar per week |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 2-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'.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| 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 |
Assessment
| 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
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.
Unit Fee Information
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