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
MDA10018 Content Creator Lab
JOU10007 Media Content Creation
MDA10001 Introduction to Media Studies

Rules

Pre-requisite
ADV10001 Principles of Advertising
OR
MDA10018 Content Creator Lab OR JOU10007 Media Content Creation
AND
MDA10001 Introduction to Media Studies

Equivalent units
ADV20001 Advertising Issues: Regulation, Ethics & Cultural Considerations

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

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Express a critical understanding of how the industry is regulated both internally and externally and the complaints handling approach
  • Describe the relevance of ethics on a personal and professional level and how cultural and social diversity informs advertising
  • Collaborate to perform brand research and audit to ensure brands remain relevant
  • Apply ethical, cultural and brand research in the developing of advertising strategy

Teaching methods

Hawthorn

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

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Applied ProjectGroup 40% 1,2,3,4 
EssayIndividual 30% 1,2,3 
TestIndividual 30% 1,2 

Content

  • The ethics of advertising and brand trust 
  • Industry self-regulation; complaint and control mechanisms
  • Advertising legislation - the Australian Consumer and Complaints Commission
  • Implications of cultural diversity and indigenous perspectives on advertising
  • Brand research and auditing
  • Advertising strategy development

Study resources

Reading materials

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