ACC302 - Advertising: Desire, Consumption and the Attention Economy
Unit details
| Year: | 2019 unit information |
|---|---|
| Enrolment modes: | Trimester 2 Burwood (Melbourne), Waurn Ponds (Geelong), Cloud (online) |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Trimester 2 Unit Chair: | David Marshall |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | ALC202 and ALC314 |
| Scheduled learning activities - campus: | 1 x 2 hour Seminar per week |
| Scheduled learning activities - cloud (online): | Online independent and collaborative activities including seminar overview (recordings provided) and online seminar tasks (combined 2 hour per week equivalence) |
Note:Commencing 2020 | |
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'.
Assessment
Assessment 1 (Individual) – Critique (2000 words or equivalent) – 50%
Assessment 2 (Individual) – Essay (2000 words or equivalent) – 50%