ACC302 - Advertising: Desire, Consumption and the Attention Economy

Unit details

Year:

2023 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 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 2-hour seminar per week

Scheduled learning activities - online:

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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