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ADV2001 Advertising as Communication

Semester 1, 2022 Online
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Grading basis : Graded
Course fee schedule : /current-students/administration/fees/fee-schedules

Staffing

Examiner:

Requisites

Pre-requisite or Co-requisite: ADV1001

Overview

This course provides a vital step in the students’ development of their own advertising practices. Here students will engage with a range of communication theories and apply them critically to advertising texts to gain further understanding of effective communication. By analysing advertising, students develop their own competencies which they can then apply in later courses.

This course surveys a range of advertising forms in different media, including audio, visual and narrative video in traditional and digital platforms. Students will develop literacy in these advertising forms through detailed analysis and discussion of advertisements. This course will inform students' future creative practice in advertising communication by developing understanding of the ways in which meaning is conveyed.

Course learning outcomes

On successful completion of this course students should be able to:

  1. recognise and explain the role of cultural literacy in communication;
  2. examine, analyse and evaluate advertising texts as communication;
  3. work independently in developing, examining and adapting ideas, and being responsible for their own personal knowledge in completing the assignments;
  4. communicate in written English by clearly and logically expressing their ideas supported by evidence of research and critical thinking across a range of media.

Topics

Description Weighting(%)
1. Culture and communication 20.00
2. Persuasion, language and rhetoric 10.00
3. Narrative structure 10.00
4. Visual literacy, and the principles of effective visual design 20.00
5. Auditory literacy 10.00
6. Analysis of moving images 30.00

Text and materials required to be purchased or accessed

There are no texts or materials required for this course.

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Description Weighting (%)
ESSAY 20
PRACTICAL 30
PORTFOLIO 50
Date printed 10 February 2023