Overview

This unit explores the impact that regulation, ethical considerations and cultural differences across national and international markets have on the practice of advertising. Students will gain an understanding of the legal and ethical frameworks for advertising and the cultural considerations that inform advertising campaigns. The unit will equip students with the tools necessary to evaluate the practice of advertising and consider the ethical and legal implications of such campaigns from a personal, corporate and professional perspective through a series of contemporary examples.

Requisites

Prerequisites
ADV10001 Principles of Advertising

Rule

ADV10001 Principles of Advertising

Equivalent
ADV206(C) - Advertising Issues: Regulation, Ethics and Cultural Considerations and  LCA206 - Advertising Issues:Regulation,Ethics&Cultural Considerations

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Teaching Period 1
Location
Online
Start and end dates
11-March-2024
09-June-2024
Last self-enrolment date
24-March-2024
Census date
05-April-2024
Last withdraw without fail date
26-April-2024
Results released date
02-July-2024
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Discuss how regulations, ethical considerations and cultural differences affect the practice of advertising
  • Explain both the responsibilities of the advertising industry and the ethical requirements and mechanisms of public complaint and control
  • Describe how advertising campaigns are culturally defined
  • Apply intercultural and ethical theory to practical issues

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Lecture
1.00 12 weeks 12
On-campus
Class
2.00 12 weeks 24
Specified Activities
Various
3.00 12 weeks 36
Unspecified Activities
Independent Learning
6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Learning activities
3.00 12 weeks 36
Online
Directed Online Learning and Independent Learning
9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
AssignmentIndividual 20% 2,4 
Class Exercise PortfolioIndividual 40% 1,2,3,4 
Major AssignmentGroup 40% 2,3,4 

Content

  • Contemporary issues in advertising
  • Moral philosophy and the ethics of advertising
  • Advertising complaint and control
  • Industry self-regulation
  • Advertising and the Trade Practices Act (Australia)
  • Intellectual property and advertising
  • Ethical implications of economic pressure and social responsibility
  • Cultural considerations in advertising and cross cultural in-depth interviews
  • Media placement and new media opportunities for advertising
  • Influencing consumer perception and behaviour

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.