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MulA 2003
Sesslon 2, 2014
C8lCCS rovlder Code: 00098C



Faculty of Arts
& Social Sciences


School of the Arts and Media









MDIA 2005


Advertising: the creative dimensions










Session 2, 2014








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MulA 2003
Sesslon 2, 2014
C8lCCS rovlder Code: 00098C

UNSW Course Outline



Table of Contents

Staff Contact Details Page 2
School of the Arts and Media Contact Information Page 2
Attendance Requirements Page 3
Essential Information for SAM Students Page 3
Course details Page 4
Rationale for the inclusion of content and teaching approach Page 5
Teaching strategies Page 5
Assessment Page 6
Academic honesty and plagiarism Page 12
Course schedule Page 13
Expected Resources for students Page 16
Course evaluation and development Page 16




Staff Contact Details

Course Convener
Name Nick Richardson
Phone 02 9385 6355
Email address nicholas.richardson@unsw.edu.au
Contact time and availability Available for consultation Monday 14.30-16.00 Webster Rm231E
Other appointments to be arranged by email in advance. Emails will
generally be answered within 24hrs (weekends may take longer)
Tutor
Name Dr Paul Ryder
Phone Please use email
Email address paul@ryderconsulting.com.au
Contact time and availability Appointments to be arranged by email in advance. Emails will generally be
answered within 24hrs (weekends may take longer)


School of the Arts and Media Contact Information
SAM Office
Room 312, level 3 Robert Webster Building
Phone: 9385 4856
Email: sam@unsw.edu.au







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MulA 2003
Sesslon 2, 2014
C8lCCS rovlder Code: 00098C

Attendance Requirements

A student is expected to attend all class contact hours.
A student who attends less than 80% of class contact hours without justification may be
awarded a final grade of UF (Unsatisfactory Fail).
A student who arrives more than 15 minutes late may be penalised for non-attendance.
If a student experiences illness, misadventure or other occurrence that makes absence from a
class/activity unavoidable, they should seek permission from the Course Authority. The
application should be accompanied by an original or certified copy of a medical certificate or
other form of appropriate evidence.
A Course Authority may excuse a student from classes for up to one month. A student seeking
approval to be absent for more than one month must apply in writing to the Dean.
A student who has submitted the appropriate documentation but attends less than 66% of the
classes/activities will be asked by the Course Authority to apply to discontinue the course
without failure.
Attendance will be taken in both lectures and tutorials. If you are more than 15 minutes late,
you are deemed not to have attended. It is your responsibility to ensure your name has been
marked off at each class.
For more information about the FASS attendance protocols, see the SAM policies and
guidelines webpage: https://sam.arts.unsw.edu.au/students/resources/policies-guidelines/



Essential Information for SAM Students

For essential student information relating to: attendance requirements; requests for extension;
review of marks; occupational health and safety; examination procedures; special consideration in
the event of illness or misadventure; student equity and disability; and other essential matters, see
the SAM Policies and Guidelines webpage: hLLps://sam.arLs.unsw.edu.au/sLudenLs/resources/pollcles-
guldellnes/





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MulA 2003
Sesslon 2, 2014
C8lCCS rovlder Code: 00098C

Course details

Credit Points:
6 units of credit

Summary of the Course
Advertising is a creative, and at times, controversial communicative genre that plays a central role
in consumer culture. This course will challenge students to consider not only the creative
dimensions of advertising but also to consider a sustainable social role for advertising. Students
will be challenged to develop an understanding of the relationship between advertising and
creativity and focus on how to develop innovative solutions to contemporary and social
communication problems. The course will have a significant applied component: students will focus
on developing the creative dimensions for an advertising campaign related to a contemporary
social issue and engage imaginatively with agency briefs, examine how ideas are creatively
expressed using words and images and develop advertising concepts, prepare a creative pitch,
and explore the story-telling and copy-writing dimensions of advertising.

More than a decade ago some commentators suggested that, with the proliferation of the Internet,
advertising would be a redundant communicative genre today. What these critics failed to
acknowledge was that companies, governments, and other organisations such as charities and
interest groups still have information they wish to frame and disseminate quickly and effectively to
a market/audience. And, advertising remains one of the most efficient methods to do so.

However, the average Australian views thousands of advertisements a day now delivered
through media channels once unimagined. The great challenge for the industry today is to cut-
through the noise to the target audience with the intended message. The important question for
companies is not whether to spend on advertising, but how best to spend to achieve this goal.
Innovative, strategic and creative advertising solutions are more important than ever before as
clients look to harness the power of advertising to maximize the return on their investment.

This course aims to provide students with specialist knowledge of the strategy and planning that
engenders this powerful creative advertising. It offers both historical and theoretical background as
well as insight into advertising in the modern media landscape.

In addition to the role of creative advertising in consumer culture, the course will proffer a particular
focus on a sustainable social role for advertising. Students will develop the creative dimensions for
advertising campaign relating to a contemporary social issue. The course will endeavour to
provide both a solid theoretical understanding of advertising as well as a practical insight into the
field. Enter your content here

Aims of the Course

1. This course will help students to develop a critical understanding of creative advertising and
how it works
2. This course will enable students to understand how to harness the power of advertising in
relation to both consumer culture and contemporary social issues


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3. Finally, the course will allow the student to explore the strategic and creative processes
involved in advertising production particularly, from the development of key insights through
to creative execution

Student learning outcomes
At the conclusion of this course the student will be able to:
1. Apply theory to effectively critique creative advertising in a range of commercial, consumer and
social contexts
2. Investigate the role of advertising in relation to society today
3. Apply creative practices to communication issues and problems
4. Identify a target audience and offer key insights through research before managing the
development of the key insights through the creative process

Graduate Attributes
The students will be encouraged to develop the following Graduate Attributes by undertaking the
selected activities and knowledge content. These attributes will be assessed within the prescribed
assessment tasks.
At the conclusion of this course the student will be able to:
1. Investigate advertising and creative concepts and conduct critical debates about the role of
advertising in society today
2. Analyse and critically explore creative problem solving and idea generation in relation to
advertising challenges
3. Apply theoretical knowledge so as to gain a perspective on advertising best practice
4. Create the persuasive, and creative communication required for the achievement of good
social and commercial outcomes.


Rationale for the inclusion of content and teaching approach
The course is designed to introduce students to strategic and creative approaches to advertising in
rapidly changing media contexts. The course is also designed to link to the UNSW strategic priority
of sustainability through an emphasis on advertising communication that supports social, cultural
environmental sustainability.

Teaching strategies
Lectures and tutorials will provide the basis for interactive, participatory, and reflective teaching
approaches. Conceptual frameworks and applied methods will be prioritised.




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MulA 2003
Sesslon 2, 2014
C8lCCS rovlder Code: 00098C

Assessment
In order to pass this course, you must make a serious attempt at ALL assessment tasks. This is a
SAM requirement.

There are 4 assignments for this course. Assignments 1,2&4 are individual assignments.
Assignment 3 is a group assignment.


Assessment task Length Weight Learning
outcomes
assessed
Graduate
attributes
assessed
Due date

1) Analysis of an
advertisement
(individual
assignment)


500 words

15%

Learning
outcomes 1
and 2

Graduate
attributes
1 and 3

4 September

2) Class debate
Presentation
(Individual
assignment)


7 minutes +
1 page
annotated
bibliography

25%

Learning
outcomes 1
and 2

Graduate
attributes
1 and 3

Weeks 4-9

3) Creative strategy and
pitch
(group assignment)


Ongoing
tutorial
participation,
1,500 word
pitch
document
and
presentation

30%

Learning
outcomes
1,3 and 4

Graduate
attributes
2,3 and 4


Weeks 12&13

4) Written paper a
critical reflection of
creative group
strategy
(individual)


1,500 words

30%

Learning
outcomes
1,3 and 4

Graduate
attributes
1,2,3 and 4


5 November




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Assignment 1

Advertising doesnt take place in a vacuum. There is a purpose behind it. There is a context
surrounding it. It consists of numerous visual, audio, social and cultural elements that combine to
provide it with meaning in the mind of the audience.

Your first assignment will require you to critically analyse an advertisement of your choosing. The
advertisement is to be part of a campaign addressing a social issue or one in a series that provides
public information. In this analysis you will be assessed on your ability to consider all of the
following:
1) What the clients/agencys intention for the advertisement might have been
2) The approach the advertisement has taken in order to meet this intention
3) A balanced, critical discussion on how well you believe the advertisement works to achieve the
intention and why
4) The selection and inclusion of 2 or more academic sources that promote theories to
substantiate your argument.

Word count: 500 words
Due: September 4
Weight: 15%
Note: This is an individual assignment


Assignment 2

Aim: To select and address one of the following debate topics over six (6) weeks of class. Four (4)
Students will present. For each of the following debate topics, two (2) students will present the
affirmative view and two (2) the negative argument:

1) Seventeen years after Rust and Oliver (1994) predicted that by 2010 advertising would be dead,
advertising has survived the new media onslaught unscathed. In fact, it has gained; not lost.
2) When managing a brand, controlling customer perceptions is more important than
understanding them.
3) Advertising mirrors rather than shapes our society.
4) The you trend in creative advertising is hunchwork and not science intuited; not understood.
5) Structure and planning impedes the development of great ideas in creative advertising.
6) Advertisers have made the most of new media.

It is suggested that students adopt a Pecha Kucha style presentation format of no more than 20
slides with 20 seconds spent on each slide: that is, a presentation of approximately seven (7)
minutes in total. Students must also hand in a brief (one page) annotated bibliography consisting of
at least four (4) academic sources.

You will be assessed on:
1) The level and depth of thought and analysis.
2) The critical strength and substantiation of your argument.


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MulA 2003
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C8lCCS rovlder Code: 00098C

3) The effective use of practical examples or case studies to develop your argument.
4) The selection and inclusion of four (4) or more academic sources that substantiate your
argument.
5) The presentation style.
6) Clear and concise content.
7) Annotated bibliography (to be handed in at the time of presentation)

Length: seven (7) mins + a single typed page annotated bibliography
Due: Weeks 4 9 as determined by your tutor
Weight: 25%
Note: This is an individual assignment


Assignment 3

Teams of four (4) or five (5) will be formed. In the tutorial sessions, and throughout the semester,
your team will have a chance to work on the development of a creative concept for an advertising
campaign to address a social issue relevant to students. At various stages throughout the
semester teams will: develop a client brief, undertake research, analyse findings, create a
messaging and media strategy, and write a creative brief. This work will culminate in the pitching of
a creative concept and mocked-up executions.

The concept pitch will include:
1) An outline of the client problem and a summary of the approach taken for its resolution
2) A methodologically segmented target audience and the reasons for your segmentation
3) Findings of research conducted
4) Brand insights, market insights, and consumer insights (see Chapter 6 of the textbook)
5) Media chosen and rationale for your choices
6) A Big idea (outlined and explained)
7) A strategic and creative rationale for the big idea, privileging the principle of holistic endeavour
for example, the need for synergy between research findings, insights, and the big idea.
8) Creative executions story boards, mood boards, and creative mock-ups
9) Creative rationales for the executions
10) As appropriate, academic sources to substantiate your strategy.

The concept must be innovative, single-mined, and creative. The rationale must be logical,
meaningful (based on research findings), clear, and concise.

You will be assessed on your teams ability to develop a concept (based on a big idea) that:
1) Addresses the clients problem,
2) Is well rationalized and based on solid research findings that, in turn, generate insights
3) Is creative and innovative
4) Is campaignable and can be executed across multiple media channels
5) Is creatively pitched
6) Is likely to achieve the desired outcome

Note you will also be assessed on your participation and contribution to the process during tutorials
throughout the semester.



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MulA 2003
Sesslon 2, 2014
C8lCCS rovlder Code: 00098C

Although you will be asked to present your creative ideas it is the idea and messages you are
communicating that will be assessed not your ability to draw or use design software.

Word count: A 1500 word pitch document in either PowerPoint or Word outlining the concept and
its rationale (including the 10 elements outlined above).
Time Limit: A presentation drawn from the pitch document to be 15 mins per group (plus 5 mins
Q&A)
Due: Weeks 12 & 13
Weight: 30%


Assignment 4

This is an individual assignment. It is to be a written paper. The purpose is to critically reflect on
your teams creative strategy developed in Assignment 3. You must apply critical thinking and
academic theory to underpin your analysis. Key to this assignment will be the identification of
strategic insights and how you can use them to provide an evidence-based rationale for your
teams project solutions.

You will be assessed on your ability to demonstrate that you understand the rationale behind your
teams creative strategy. This will include your:

- Ability to analyse research and the insights developed
- Ability to think critically and apply academic theory
- Ability to provide an evidence-based rationale for why your strategy will be a success
- A balanced discussion of both potential strengths and weaknesses

You must select and include 5 or more academic sources that substantiate your argument.

Word count: 1,500
Due: November 4
Weight: 30%


Submission of Assessment Tasks
All students must submit both printed and electronic copies of their essays. Please submit a hard
copy of your assignments to the assignment drop-off box outside SAM School office, Room 311U,
Level 3 Robert Webster building, with a cover sheet securely attached and your details clearly
marked (available from the SAM School office) by 4 pm on the due date. Note that only hard
copies will be marked.

UNSW makes use of the similarity detection tool Turnitin on the course Moodle site. For this
course you are required to submit an electronic version of your written assignments so it may be
reviewed using this procedure.

You must submit written work in 12-point font, double spaced and paginated. Do keep an
electronic and hard copy yourself.



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MulA 2003
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If you have any problems submitting via Turnitin, send your Convener a word.doc version of your
assignment immediately, together with an explanation of the problem you are encountering. You
should then follow the
protocol outlined at the following site:

http://teaching.unsw.edu.au/moodle-students-help

Advice about whom to contact is given when you log in to Moodle. Such advice includes the
following:

If you have trouble logging in, or you cannot see your course once you log in, please contact the IT
Service Centre for assistance. For enrolment and login issues contact: IT Service Centre
Email: itservicecentre@unsw.edu.au Internal: x51333 External: (02) 9385-1333 International: +61
2 9385 1333

If you have difficulty using the Moodle environment or tools, please contact External TELT support.
Moodle Mobile is now supported on this version of Moodle. External TELT
Support Email: externalteltsupport@unsw.edu.au
Internal: 53331
External: (02) 9385 3331
International: +61 2 9385 3331

Please do not send your Course Conveners a copy of your assignment unless you are
unable to submit via Turnitin. Once you have submitted you will receive a receipt to confirm
that you have successfully submitted. Keep this
receipt as proof of the date and time that you lodged your assignment. If you do not receive
such notification,
you must ask your Convener, by email, to check whether your upload was successful.

Please be aware that when you submit a UNSW course assignment online, through a facility
such as Turnitin etc.,
you are automatically acknowledging that you have understood and abided by the
University requirements in
respect of student academic misconduct outlined in the Student Code Policy and Student
Misconduct Procedures, both of which are available
at: https://my.unsw.edu.au/student/academiclife/assessment/StudentMisconduct.html

You are also declaring that the assessment item is your own work, except where acknowledged,
and has not been submitted for academic credit previously in whole or in part. In addition, you are
declaring that the assessor of
this item may, for assessment purposes:

* provide a copy to another staff member of the University
* communicate a copy of this assessment item to a plagiarism checking service (such as Turnitin)
which may then retain a copy of the assessment item on its database for the purpose of future
plagiarism checking.




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Late Submission
PLEASE NOTE THAT THESE RULES APPLY FOR ALL COURSES IN SAM.
If your assignment is submitted after the due date, a penalty of 3% per day (including Saturday,
Sunday and public holidays) will be imposed for up to 2 weeks. For example, if you are given a
mark of 72 out of 100 for an essay, and your essay were handed in two days late, it would attract a
penalty of 6% and the mark would be reduced to 66%. If the same essay were handed in seven
days late (i.e. a penalty of 21%) it would receive a mark of 51%. If your assignment is not submitted
within 2 weeks of its due date, it will receive a mark of 0. For more information on submission of late
work, consult the FASS assessment protocols at
https://sam.arts.unsw.edu.au/students/resources/policies-guidelines/.

Extension Procedure
A student seeking an extension should apply through the Facultys online extension tool
available in LMS before the due time/date for the assessment task.
The Course Authority should respond to the request within two working days.
The Course Authority can only approve an extension of up to five days. A student requesting an
extension of more than five days should complete an application for Special Consideration.
The Course Authority advises their decision through the online extension tool.
If a student is granted an extension, failure to comply will result in a penalty. The penalty will be
invoked one minute past the approved extension time.
A student who missed an assessed activity held within class contact hours should apply for
Special Consideration via myUNSW.
This procedure does not apply to assessment tasks that take place during regular class hours or
any task specifically identified by the Course Authority as not subject to extension requests.
For more information, see the FASS extension protocols on the SAM policies and guidelines
webpage: https://sam.arts.unsw.edu.au/students/resources/policies-guidelines/


Special Consideration
In the case of more serious or ongoing illness or misadventure, you will need to apply for Special
Consideration. For information on Special Consideration please go to this URL:
https://my.unsw.edu.au/student/atoz/SpecialConsideration.html
Students who are prevented from attending a substantial amount of the course may be advised to
apply to withdraw without penalty. This will only be approved in the most extreme and properly
documented cases.





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MulA 2003
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Academic honesty and plagiarism

Plagiarism is using the words or ideas of others and presenting them as your own. It can take
many forms, from deliberate cheating to accidentally copying from a source without
acknowledgement.

UNSW groups plagiarism into the following categories:

Copying: using the same or very similar words to the original text or idea without
acknowledging the source or using quotation marks. This also applies to images, art and design
projects, as well as presentations where someone presents anothers ideas or words without
credit.
Inappropriate paraphrasing: changing a few words and phrases while mostly retaining
the original structure and information without acknowledgement. This also applies in
presentations where someone paraphrases anothers ideas or words without credit. It also applies
to piecing together quotes and paraphrases into a new whole, without referencing and a students
own analysis to bring the material together.
Collusion: working with others but passing off the work as a persons individual work.
Collusion also includes providing your work to another student before the due date, or for the
purpose of them plagiarising at any time, paying another person to perform an academic task,
stealing or acquiring another persons academic work and copying it, offering to complete another
persons work or seeking payment for completing academic work.
Duplication: submitting your own work, in whole or in part, where it has previously
been prepared or submitted for another assessment or course at UNSW or another university.

Details of what plagiarism is can be found on the Learning Centre's Website Plagiarism &
Academic Integrity website (http://www.lc.unsw.edu.au/plagiarism), in the myUNSW student A-Z:
Guide https://my.unsw.edu.au/student/atoz/Plagiarism.html and in Appendix A of the Student
Misconduct Procedure (pdf-
https://www.gs.unsw.edu.au/policy/documents/studentmisconductprocedures.pdf).

The Learning Centre also provides substantial education written materials, workshops, and
tutorials to aid students, for example:
Correct referencing practices;
Paraphrasing, summarising, essay writing and time management
Appropriate use of and attribution for a range of materials including text, images, formulae and
concepts.
Individual assistance is available on request from The Learning Centre.
Students are also reminded that careful time management is an important part of study and one of
the identified causes of plagiarism is poor time management. Students should allow sufficient time
for research, drafting and proper referencing of sources in preparing all assessment items.






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Course schedule

Topic Date Location Lecture Content Tutorial/Lab
Content
Suggested
Readings
1) Introduction


28 July Ritchie
Theatre
- Introductions
- Course outline
- The Advertising
environment
- Creativity and
subjectivity
No tutorial Textbook.
Chapter one

The Advertising
concept book
(2008)
Introduction

The Death of
advertising
2) Analysing
ads

4 August Ritchie
Theatre
- Clients and
agencies
- How advertising fits
into the IMC mix.


- Introductions
- The client brief
- Understanding
critical analysis
- The
Advertising
Concept Book
(2008) Chapter
6

Describing
Discourse
(2006) Chapter
1

Introducing
Social
Semiotics
(2004) pp. 1-14.
(extract)
3) Selling and
branding

11
August
Ritchie
Theatre
- Understanding the
broad spectrum of
advertisements
- Advising, selling or
branding
- Analysing their
aims

Advertising
analysis
(Students to
source examples
of good and bad
advertisements)
Textbook.
Chapter 4

The advertising
concept book
(2008) Chapter
4

Advertising by
design (2010)
Chapter 4 & 10
4) The clients
perspective
18
August
Ritchie
Theatre
- Understanding the
commercial
constraints and
imperatives of the
client in advertising
- Forming teams
for group
assignment

#Debate
presentations *
topic 1
Textbook
chapter 2
5) The power
of advertising

25
August
Ritchie
Theatre
- How and why
advertising works
- Targeting
audiences
-Theories on
- Audiences and
perceptions

- Finalising a
topic for Group
Marketing
communication:
interactivity,
communities
and content.


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Consumer
behaviour

assignment

# Debate
presentations
begin * topic 2
Chapters 5 & 6

6) The social
role of
advertising
1
September
Ritchie
Theatre
- Raising public
awareness
- Social and ethical
responsibilities

#Assignment 1
due

#Debate
presentations *
topic 3
Textbook.
Chapter 3

The media
politics and
public life
(2004)
Chapter 10

7) Research
and
developing
insights

8
September
Ritchie
Theatre
- The importance of
research
- Research
techniques
- Understanding
insights
- Uncovering great
ideas

Identifying an
audience

Developing a
research strategy

#Debate
presentations *
topic 4
- Textbook.
Chapter 5 and 6
8) Formulating
a strategy

15
September
Ritchie
Theatre
- Bringing it all
together into a
concise document
and presentation
- Ideas on narrative,
concepting and
storyboards
Analysing
insights and
brainstorming

#Debate
presentations
* topic 5
Textbook.
Chapter 7

Creative
Strategy in
Advertising
(2010) Chapter
4

Advertising by
Design. Chapter
5
9) Creativity,
concept and
campaign
22
September
Ritchie
Theatre
- The creative
process
- How insights come
to life
- Testing ad
concepts
- Providing feedback

Creative Brief

# Final week of
debate
presentations
* topic 6

Textbook.
Chapter 12 - 14.

The advertising
concept book.
Chapter 1

Mid
Semester
Break

10) No lecture
for October
long weekend

6
October
Project week.
Tutors will be
available for
consultation on
projects
arrange time in
advance



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11) Reaching
your
audience -
Integrating
media

13
October
Ritchie
Theatre
- Why it is an integral
part of the process
- From media
selection to
integration
Adapting to a
changing media
landscape

Final discussion
of group
assignments and
preparation of
creative pitches
Textbook
Chapter 11 and
15
12) Course
conclusion
and thoughts
on creative
practice
20
October
Ritchie
Theatre
- Summation
- Creativity
- The future

Assignment 3
Creative pitches
round 1

12) Course
conclusion and
thoughts on
creative practice
13) Tutorials
only
27
October
Assignment 3
Creative pitches
round 2

13) Tutorials
only
14) No class 5
November
Assignment 4
written project
strategy due
Webster
reception

14) No class





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Expected Resources for students

The UNSW library website is found at
http://www.library.unsw.edu.au/ or http://info.library.unsw.edu.au/web/services/services.html


Textbook

Wells, W.,
Spense-Stone, R.
Crawford, R.
(2011).
Advertising:
principles and
practice.
Australia:
Pearson

Additional readings

- Barry (2012) The Advertising concept book.
Chapters 1,4 & 6
- Belch & Belch (2009&2011) Advertising
and promotion. Parts 1,2,3 & 5.
- Craig (2004) The media politics and public
life. Chapter 10
- Drewniany & Jewler (2010) Creative
strategy in advertising. Chapters 1,4-6 &14
- Fill (2009) Marketing communications.
Chapters 5,6 & 16
- Landa (2010) Advertising by design.
Chapters 3, 4, 5 & 10.
- Leeuwen van (2004) Introducing Social
Semiotics. Part 1.
! McLuhan (1961) The Mechanical Bride:
folklore of Industrial Man
-McLuhan (1964) Understanding Media.
Chapters 1-3
- Morrison, Haley, Sheehan & Taylor (2012)
Using qualitative research in advertising
- Rust, R. T., & Oliver, R. W. (1994). The
death of advertising. (Notes and
Comments). Journal of Advertising,
v23(n4), p71(77).
- Woods (2006) Describing discourse.
Chapter 1

Recommended websites

www.adnews.com.au
www.bandt.com.au
www.bestadsontv.com
www.campaignbrief.com
http://theinspirationroom.com/daily
http://aso.gov.au/





Course evaluation and development
Informal feedback about the course is welcomed and encouraged thought the semester by the
course convenor and tutors. Furthermore, students are encouraged to participate in online
feedback surveys later in the semester. An email will be sent to all students advising when, where
and how to provide feedback.

Please take the time to provide feedback. In recent years the course has been changed as a result
of student input. For example, the project aspect of the assignment was divided between a group
and individual assignment because students felt that their overall marks were too greatly affected
by the performance of the team when in the past the group component was more heavily weighted.