54049 Professional Advertising Practice
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particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2021 is available in the Archives.
Credit points: 8 cp
Result type: Grade and marks
Requisite(s): (54047 Advertising Campaign Practice OR 58129 Advertising Campaign Practice) AND (54048 Brand Advertising Strategies OR 58229 Brand Advertising Strategies)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 58230 Professional Advertising Practice
Description
In this subject, students examine the image of their chosen profession and the impact of social and industry perceptions on professional conduct within the advertising industry. Classes focus on the relevant governmental and non-governmental regulatory frameworks, codes of conduct, and legal and ethical issues that guide professional advertising practice. Special consideration is given to professional advertising content. Students identify the responsibilities affecting the professional pathway they plan to pursue and assess their suitability for it. Topics include professional service firms' responsibilities to government, non-government and not-for-profit clients, objectivity and independence, competence, public interest (responsibilities to consumers), integrity, confidentiality, reporting, accountability and aural competency.
Subject learning objectives (SLOs)
| a. | Identify the regulation of advertising in Australia, and analyse the agencies, laws and code of conduct that govern and guide advertising practice |
|---|---|
| b. | Critically analyse the industry’s self-regulatory status |
| c. | Reflect on industry practice and ethical determinations |
| d. | Analyse advertising in the context of contemporary industry challenges and the potential for indigenous inclusion |
| e. | Present work in a professional and articulate manner |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Possess a well-developed awareness of professional practice in the context of the communication industries (1.1)
- Apply theoretically informed understanding of the communication industries in independent and collaborative projects across a range of media (1.2)
- Possess information literacy skills to locate, gather, organise and synthesise information across diverse platforms to inform the understanding of the communication industries (2.1)
- Be reflexive critical thinkers and creative practitioners who are intellectually curious, imaginative and innovative, with an ability to evaluate their own and others' work (2.2)
- Possess a critical understanding of the importance of Aboriginal and Torres Strait Islander peoples within contemporary Australian politics, history and culture (4.1)
- Integrate knowledge of Indigenous issues in professional practices and engage responsibly in communicating with and about Indigenous people and communities (4.2)
- Possess the awareness of ethical practice in the personal, political and professional contexts of civil society (5.1)
- Possess the skills to behave ethically in personal and professional contexts (5.2)
- Possess well-developed skills and proficiencies to communicate and respond effectively and appropriately across different contexts (6.1)
- Demonstrate digital literacy and production skills across a range of media and media texts (6.2)
Teaching and learning strategies
Weekly lectures will be a combination of recorded and live webcasts using tools such as Zoom. They will be delivered by industry specialists from the legal, ethical and regulatory sectors as well as creative and media experts from the advertising industry.
Tutorials are based around self-directed tasks set by the tutor where students work in small teams or pairs to complete the tasks. Instructions will also be delivered by a combination of recorded presentations and live discussions using webcast tools such as Zoom or Microsoft Teams.
In consultation with their tutor students will develop a research thesis around a topical theme in advertising, such as gender imbalance, obesity, racism, or similar contentious themes that may lie around their intended professional pathway. These will take the form of individual discussions between student and tutor and will be complemented through independent student reading.
Content (topics)
Professional Advertising Practice introduces students to advertising that can be viewed as less than acceptable communication. It examines ethical considerations in the context of today’s changing media landscape and global reach. Balanced with this, the subject also explores the use of academic theories dwelling on contemporary industry and ethical practice in advertising; critical perspectives of advertising communication; the regulatory system in Australia, key government and non-government regulatory bodies, their roles, codes and mandates; the legal framework and guidelines pertaining to self-regulation in advertising in Australia and the political and cultural environment that shapes a contemporary Australian identity with particular emphasis on Indigenous inclusion. Other topics include research around the shape versus mirror debate of advertising in society and business, investigation of professional pathways and disciplines within agencies with an understanding of their relationships with clients; notions of publics, (including diverse social, Indigenous and multicultural groups). Students develop an appreciation of advertising and the media’s role and contribution to society in general, that encompasses issues beyond advertising’s traditional domains, for instance, the impact of social media and thus its global potential.
Assessment
Assessment task 1: Critical analysis of ethical and societal viewpoints surrounding gambling in Australia.
| Objective(s): | a, b and c | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||
| Length: | 2000 words | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Critical analysis of contemporary industry challenges
| Objective(s): | a, b, c and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Groupwork: | Group, individually assessed | ||||||||||||||||||||||||
| Weight: | 40% | ||||||||||||||||||||||||
| Length: | 2500 words | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Creative Advertising Campaign and Presentation
| Objective(s): | c, d and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Classes are based on a collaborative approach that involves essential work-shopping and interchange of ideas with other students and the tutor.
In this subject assessment tasks are cumulative so that each task builds understanding and/or skills, informed by formative feedback. Consequently, all assessments must be submitted in order for you to receive feedback. Students who do not submit all assessments will not pass the subject.
Required texts
Moriarty, S., Mitchell, Nancy. D., Wells, W., Crawford, R., Brennan, L. & Spence-Stone, R. 2015, Advertising Principles & Practice Australasian 3rd edition. Pearson, Melbourne.
Recommended texts
For debate: Freeley, Austin. and Steinberg, David. 2014. Argumentation and Debate. Critical thinking for reasoned decision making 13ed. Boston. Wadsworth. For story telling see, How Does a Company Communicate Through Storytelling? access www.diva-portal.org/smash/get/diva2:132493/fulltext01.pdf,
For Indigenous identity: Pomering, Alan. and White, Leanne. 2011. The portrayal of Indigenous identity in Australian tourism brand advertising: Engendering an image of extraordinary reality or staged authenticity? Branding and Public Diplomacy. 7, p.165–174.
For creative thinking: Gibson, Rowan. 2015. Four lenses of innovation. Wiley. Hoboken, New Jersey.
Ingledew, John. 2016. How to have great ideas : a guide to creative thinking and problem solving. Laurence King Publishing, London.
Whitaker, Amy. 2016. Art thinking : how to carve out creative space in a world of schedules, budgets, and bosses. Harper Business. New York.
For futher info seek it on UTS online or Library
O’Barr, William. M. 2007. Ethics and Advertising. Advertising & Society Review. 8(3). etc
References
Anker, Thomas. Boysen. 2016. Truth in marketing : a theory of claim-evidence relations. Routledge, New York.
Collins, Chiquita. Ann., Pasch, Keryn. E. and Williams, Jerome. D. 2013. Advances in communication research to reduce childhood obesity. Springer, New York.
Drumwright, Minette E. and Murphy, Patrick E. 2004. How Advertising Practitioners View Ethics: Moral Muteness, Moral Myopia, and Moral Imagination, Journal of Advertising. 33 (Summer) p.7-24.
Flett, N. 1996. The Pitch Doctor - Presenting to win multi-million dollar accounts. Prentice Hall. Sydney.
Grace, Damien. and Cohen, Stephen. 2011. Business Ethics, Oxford University Press, Melbourne, VIC.
Gunter, Barrie. Oates, Caroline. and Blades, Mark. 2005. Advertising to Children on TV: Content, Impact, and Regulation, Lawrence Erlbaum, Mahwah, NJ.
Hamilton, James. F., Bodle, Robert. and Korin, Ezequiel. (Eds). 2017. Explorations in critical studies of advertising. Routledge, New York.
Harrison, Rob., Newholm, Terry. and Shaw, Deidre. (eds) 2006. The Ethical Consumer, Sage Publications, London.
Hetsroni, Amir. 2012. Advertising and reality : a global study of representation and content. Continuum International Publishing Group, New York.
House, Robert J., Quigley, Narda R., & de Luque, Mary Sully. 2010. Insights from Project GLOBE, International Journal of Advertising, 29 (1),p.111-139, DOI: 10.2501/S0265048709201051
Insch, Andrea. 2011. Conceptualization and anatomy of green destination brands, International Journal of Culture, Tourism and Hospitality Research, 5(3), pp.282-290, https://doi.org/10.1108/175061811111569702
Johannesen, Richard. L. 2010. Persuasion : Reception and Responsibility. Wadsworth/Thomson Learning. Boston MA.
Lagan, Attracta. 2000. Why Ethics Matter: Business Ethics for Business People, Information Australia, Melbourne, VIC.
Leiss, William. Kline., Stephen., Jhally, Sut. and Botterill, Jackie. 2005. Social Communication in Advertising: Consumption in the Mediated Marketplace, Routledge, New York.
Moriarty, Sandra., Mitchell, Nancy., Wells, William., Crawford, Robert., Brennan, Linda. and Spence-Stone, Ruth. 2015. Advertising, Principles and Practice. 3rd ed Pearson. Melbourne VIC.
Moriarty, Sandra., Mitchell, Nancy., Wood, Charles., & Wells, William. 2019. Advertising and IMC: Principles and Practice, 11 edition. Pearson. London
Lipschultz, Jeremy. Harris. 2015. Social media communication : concepts, practices, data, law and ethics. Routledge, New York.
Littler, Jo. 2009. Radical consumption: Shopping for change in contemporary culture. Open University Press, Oxford, UK.
Livingstone, Sonia. 2005. Assessing the Research Base for the Policy Debate over the Effects of Food Advertising to Children, International Journal of Advertising, 24(3), p.273-296.
Pavlik, John. V. 2016. Converging media : a new introduction to mass communication. Oxford University Press, Oxford, UK.
Rodman, George R. 2010. Mass media in a changing world, McGraw-Hill Higher Education, Boston, MT.
Rozendaal, Esther. Slot, Noortje. Van Reijmersdal, Evaa. and Buijzen, Moniek. 2013. Children's Responses to Advertising in Social Games, Journal of Advertising, 42(2), p.142-154.
Russ, Thomas H. 2010. Sustainability and Design Ethics, CRC Press, Taylor & Francis, Boca Raton, FL.
Spence, Edward. and Van Heekeren, Brett. 2004. Advertising Ethics, Pearson, Upper Saddle River, NJ.
Synder, Wally. 2011. Making the Case for Enhanced Advertising Ethics, Journal of Advertising Research, 51, (3), p.477-483.
Snyder, Wally. S. 2016. Ethics in advertising : making the case for doing the right thing. Routledge, New York.
Starke, Linda. and Mastny, Lisa. (eds) 2010. State Of The World: Transforming Cultures: From Consumerism to Sustainability, W.W. Norton & Company, Inc., New York.
Waller, David S., Fam, Kim-Shyan and Erdogan, Zafer. 2005. Advertising of controversial products:a crosscultural study, Journal of Consumer Marketing, 22(1), p.6 - 13.
Wendel, W. Bradley. 2016. Professional responsibility : examples and explanations. Wolters Kluwer, New York.
Woodside, A.G., Sood, S. and Miller, K. E. 2008. When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing. 25(2), p. 97–145.
Zimmerman, Amanda. and Dahlberg, John. 2008. The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective, Journal of Advertising Research. 48(1), p.71-79