COMM321 Advertising: Communication and Information

Unit Information
Additional Information

Credit Points	6
Offering	Not offered in 2010
Intensive School(s)	None
Supervised Exam	There is no UNE Supervised Examination.
Pre-requisites	12cp
Co-requisites	None
Restrictions	COMM221 or COMM421
Notes	offered in odd numbered years
Combined Units	COMM421 - Advertising: Communication and Information
Coordinator(s)	Paul Adams (padams3@une.edu.au)
Unit Description	This unit considers advertising in broadcast and print media, and on the Internet. A variety of approaches to the study of advertising in contemporary society is introduced. Several theories relating to communications and to the production of media texts will be considered, and the structure, functions and power of the media in present day society are critically examined. Advertising images and strategies will be the main focuses of the unit.
Prescribed Material Mandatory	Text(s): Note: Students are expected to purchase prescribed material Media Communication: An Introduction to Theory and Process ISBN: 9780230535497 Watson, J., Macmillan 3rd ed. 2008 Text refers to: Semester 2 , On Campus and Online
Recommended Material Optional	Text(s): Note: Recommended material is held in the University Library - purchase is optional Introducing Cultural and Media Studies: A Semiotic Approach ISBN: 9780333972472 Thwaites, T., Davis, L. and Mules, W., Houndmills 2002 Text refers to: Semester 2 , On Campus and Online An Introduction to Communication Studies ISBN: 9780415046725 Fiske, J., Routledge 2nd ed. 1990 Text refers to: Semester 2 , On Campus and Online Communication, Cultural and Media Studies: Key Concepts ISBN: 9780415268899 Hartley, J., Routledge 3rd ed. 2002 Text refers to: Semester 2 , On Campus and Online The Media and Communications in Australia ISBN: 9781741148220 Cunningham, S. and Turner, G., Allen & Unwin 2nd ed. 2010 Text refers to: Semester 2 , On Campus and Online McQuail's Mass Communication Theory: An Introduction ISBN: 9781412903721 McQuail, D., Sage 5th ed. 2005 Text refers to: Semester 2 , On Campus and Online Media and Society: An Introduction ISBN: 9780195562408 O'Shaughnessey, M. and Stadler, J., Oxford University Press 4th ed. 2008 Text refers to: Semester 2 , On Campus and Online
Disclaimer	Unit information may be subject to change prior to commencement of the teaching period.

Assessment

Title	Weight	Mode	No. Words
Assignment 1: Written task	20%	Online	1000
Relates to Learning Outcomes (LO) and Graduate Attributes (GA)
LO: 1-6 GA: 1-4, 6
Assignment 2: Essay	40%		2000
Relates to Learning Outcomes (LO) and Graduate Attributes (GA)
LO: 1-6 GA: 1-4, 6
Online Quizzes	20%
Relates to Learning Outcomes (LO) and Graduate Attributes (GA)
LO: 1-6 GA: 1, 4, 6
Structured Online Responses	20%	Online
Relates to Learning Outcomes (LO) and Graduate Attributes (GA)
LO: 1-6 GA: 1-4, 6
Tutorial Presentation	30%	On Campus	1000
Relates to Learning Outcomes (LO) and Graduate Attributes (GA)
LO: 1-6 GA: 1-4, 6
Tutorial Responses	10%	On Campus
Relates to Learning Outcomes (LO) and Graduate Attributes (GA)
LO: 1-6 GA: 1-4, 6

Learning Outcomes (LO)

Upon completion of this unit, students will be able to:

recognise and comprehend the construction of meaning in media texts;
comprehend the structure and organisation of mass media industries in Australia, particularly advertising industry;
apply skills in the critical analysis of meaning in selected information and advertising texts;
understand professional media practices and the characteristics of the production process;
prepare for socially responsible professional and personal lives, especially in communications industries;
understand and effectively respond in a world of dynamic technological innovation, especially in the fields of media and advertising.

Graduate Attributes (GA)

	Attribute	Taught	Assessed	Practised
1	Knowledge of a Discipline COMM321 enhances knowledge of communication and media studies, particularly in the study of media texts and practices, in their cultural and historical contexts.
2	Communication Skills Skills of written communication are taught and practised through the study of communication techniques and processes in a range of print and audiovisual media and through assessment-related learning activities.
3	Global Perspectives The unit examines global processes and structures of advertising. Many aspects of global phenomena, including recent communications modes, will be explicitly studied, practised and assessed.
4	Information Literacy The enhancement of information literacy skills through the use of the library resources for research and assignment preparation is encouraged in the unit materials. The interpretation and analysis of information in print, audiovisual and digital form are taught, practised and assessed.
5	Life-Long Learning By providing methods for analysing the techniques and media of mass communication and their roles in social life, the unit fosters students' independent reasoning faculties. Lifelong learning skills are taught and practised but not explicitly assessed.
6	Problem Solving The unit applies logical and creative thinking to advertising processes and products. These modes of thinking are explicitly taught and their application is demanded in the students' assessment work.
7	Social Responsibility The issue of what constitutes ethical practice and social responsibility in the uses of advertising is considered in the teaching and the learning activities of the unit but the capacity to demonstrate social responsibility is not explicitly assessed.
8	Team Work All students consider the social relations of mass media production, distribution and reception, and on-campus students have the opportunity to participate in group discussions and presentations, but team work is not explicitly taught or assessed.

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Course and Unit Catalogue 2010

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COMM321 Advertising: Communication and Information

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