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Advertising, Media and Society (MECM20015)
Undergraduate level 2Points: 12.5On Campus (Parkville)
Overview
Availability | Semester 2 |
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Fees | Look up fees |
This subject is designed to provide students with a comprehensive understanding of advertising in the changing media environment. Through set readings, case studies and class discussions, students will be introduced to a wide range of issues surrounding advertising, including the rise of consumerism and materialism, the current advertising industry, advertising and consumer wellbeing, and persuasion through covert and data-driven advertising. The subject will also address the implications of advertising practices on critical groups such as children and youth and discuss ethics and regulations. Lessons from this subject will enhance students’ knowledge and understanding of different ways in which advertising informs and influences society and help students become responsible persuaders and competent media users.
This subject does not focus on how to create advertisements or develop communications campaigns. Instead, it concentrates on how advertising is placed in a larger economic, regulatory, and social context, with an aim to provide an important foundation for practice.
Intended learning outcomes
On completion of this subject, students should have:
- An understanding of key issues and conflicting arguments surrounding advertising in the changing media environment
- The ability to identify and analyse economic and technological forces transforming advertising
- The ability to critically evaluate current advertising practices and their impacts and make sound suggestions for improvement
- Analytical skills to apply broad media theories and concepts to engage in critical discussion on advertising and society.
Generic skills
Students who successfully complete this subject will be able to:
- Demonstrate fundamental research skills and critical evaluation
- Present their ideas in both verbal and written mode and in conformity to academic protocols
- Participate in class discussion and effectively work with project group members.
Last updated: 8 November 2024