Course syllabus

By the end of this course, students should be able to:

• Demonstrate an understanding of the historical development of advertising and its place within commodity culture
• Demonstrate an understanding of the key critical debates regarding advertising’s significance as a commercial tool and a cultural form
• Analyse formal devices and signifying practices used by print, television and online advertisements
• Critically assess the way that advertisements participate in discourses of nation, gender, race and class

ASSESSMENT

1. Assignment 1: 10% | Research Exercise | Due: Monday 19 August, 4pm

2. Assignment 2: 20% | Essay | 1000 words | Due: Monday 16 September, 4pm

3. Assignment 3: 20% | Essay | 1000 words | Due: Thursday 10 October, 4pm

4. Tutorial Exercises: 10% | You must complete the assigned Tutorial Worksheet before each tutorial (Week 2-12) and bring it with you to the tutorial. Each completed worksheet contributes one mark towards the maximum total of ten. 

5. Examination: 40% (Date TBC)

Your overall course mark is the sum of your assignments, exam and participation marks. There is no plussage on this paper.

LECTURE OUTLINE/ REQUIRED READING

The following schedule may be subject to minor alterations. Any changes will be announced in lectures and posted on Canvas.   

1. Advertising and the Everyday.  Wed 24 Jul
   Yeshin, Tony. 'The Advertising Context'. Advertising. London: Cengage, 2006. 1-28.
2. The Rise of Consumer Culture.  Wed 31 Jul
   Leiss, William, Stephen Kline, Sut Jhally, Jacqueline Botterill and Kyle Asquith. ‘Advertising in the Transition from Industrial to Consumer Society’. Advertising and Consumer Society: A Critical Introduction. London: Palgrave, 2017. 51-69.
3. From Demassification to the Digital Era.  Wed 7 Aug. 
   Leiss, William, Stephen Kline, Sut Jhally, Jacqueline Botterill and Kyle Asquith. ‘Late Modern Consumer Society’. Social Communication in Advertising. 4th ed. New York: Routledge, 2018. 214-37. [Read pp. 219-25]
   Leiss, William, Stephen Kline, Sut Jhally, Jacqueline Botterill and Kyle Asquith. ‘The Internet, Social, and Mobile Mediated Marketplace’. Social Communication in Advertising. 4th ed. New York: Routledge, 2018. 313-44. [Read pp. 321-31]

4. Audiences and Effects.  Wed 14 Aug
   Sturken, Marita and Lisa Cartwright. 'Viewers Make Meaning'.Practices of Looking: An Introduction to Visual Culture. Oxford: Oxford University Press, 2001. 45-71.
5. Semiotic Analysis.  Wed 21 Aug
   O’Shaugnessy, Michael and Jane Stadler. ‘Semiology’ and ‘Reading Images and Advertisements’. Media and Society. 5th ed. Melbourne: Oxford University Press, 2012. 131-60.

6. Globalisation and Nationalism.   Wed 28 Aug
   Frith, Katherine Toland and Barbara Mueller. ‘The Globalization Scenario’. Advertising and Societies. New York: Peter Lang, 2003. 14-27.
   Hall, Stuart. ‘National Cultures as “Imagined Communities”’.Modernity and its Futures. Ed.Stuart Hall, David Held and Tony McGrew. Cambridge: Polity Press, 1992. 291-303.

MID-SEMESTER BREAK: 2 September –14 September

7. Gender and Sexuality I.  Wed 18 Sep
   Cortese, Anthony J. ‘Visual Attraction, Body Display, and Advertising’. Provocateur: Images of Women and Minorities in Advertising. 3rd ed. Lanham MD: Rowman and Littlefield, 2008. 29-55.
   Kirkham, Pat and Alex Weller. ‘Cosmetics: A Clinique Case Study’. Gender, Race, and Class in Media: A Text-Reader. 2^nded. Ed. Gail Dines and Jean McMahon Humez. Thousand Oaks CA: Sage, 2003. 268-73.
8. Gender and Sexuality II. Wed 25 Sep
   Gill, Rosalind. 'Advertising and Postfeminism'. Gender and the Media. Cambridge: Polity Press, 2007. 79-104.

9. Race and Ethnicity.  Wed 2 Oct
   Lury, Celia. ‘Circuits of Culture and Economy: Gender, Race and Reflexivity’. Consumer Culture. 2^nded. Cambridge: Polity, 2011. 108-36.
10. Culture and Postmodernism.  Wed 9 Oct
    Goldman, Robert and Stephen Papson. ‘Advertising in the Age of Accelerated Meaning’. The Consumer Society Reader.Ed. Juliet B. Schor and Douglas B. Holt. New York: The New Press, 2000. 81-98.
11. Conversational Media + Promotional Culture.  Wed 16 Oct
    Spurgeon, Christina. ‘Advertising and the New Media of Mass Conversation’. Advertising and New Media. Oxford: Routledge, 2008. 24-45.

12. Recap/Exam Prep.  Wed 23 Oct

TUTORIALS

You are expected to actively participate in one tutorial per week. Each tutorial provides the opportunity for students to discuss the previous work’s lecture and reading material, and to prepare for the assignments and the exam. You are encouraged to ask questions, to venture opinions, and to formulate and debate ideas. As university students you are expected to demonstrate intellectual curiosity about the media and engage seriously with the issues examined in the lectures and assigned reading. Please note that tutorials are a place for everyone to express their ideas in a collegial and respectful environment.

Each week a Tutorial Worksheet will be posted on Canvas to guide you in your preparation before class. You must complete the assigned worksheet before each tutorial (Week 2-12) and bring it with you. Each completed worksheet contributes one mark towards the maximum total of ten. Please note: this mark is only available if you attend the tutorial AND bring with you the completed worksheet (as a hard copy, or on a laptop/ tablet, but not on your phone). Worksheets much be completed in advance of the tutorial; there is no credit for attending without the worksheet or for sending worksheets without attending. 

GRADUATE TEACHING ASSISTANTS

Graduate teaching assistants (GTAs) provide intellectual, administrative and personal support to students and act as their advocates in the final examiners’ meeting for the course. In tutorials, GTAs facilitate discussion about the lectures, readings, and assignments, and they answer questions about course-related matters. They direct students to relevant resources, assess student work and hold office hours for student consultation. Please note that GTAs are appointed on a part-time basis and are not usually available outside their office hours, except by appointment.

GTAs will not read complete drafts of papers, but if asked, they offer advice on ideas, research plans and, in some instances, on small sections of prose. For more extensive help with writing please consult one of the resources listed in Additional Learning Support.

If you have any queries or concerns about the course, you should contact your GTA in the first instance.If an issue remains unresolved, then contact the convenor. Lecturers and GTAs will not be available to go over material covered in classes that you have missed. 

TUAKANA ARTS UNDERGRADUATE MENTORING PROGRAMME

This programme is designed to assist Maori and Pasifika students. The Tuakana mentoring programme provides opportunities for students to work in collaborative environments. The Tuakana mentor provides one-on-one support to students.

Tuakana Mentor, Media and Communication: TBC 

LIBRARIES AND LEARNING SERVICES (LLS)
The University of Auckland Libraries and Learning Services (LLS) includes the General Library and the Kate Edger Information Commons. All items held by the Library; encyclopaedias, books, online journals, DVDs etc. are recorded in the Library catalogue.

Learning Support
The Libraries and Learning Services (LLS) Learning and Teaching Development Team  provides online resources and advice for students to develop academic skills (finding information, writing, referencing). Support offered also includes the following:

• English Language Enrichment (ELE) provides students with English language development opportunities.
• Inclusive Learning offers learning assessments, recommendations for special exam conditions and academic development opportunities to students with specific learning and/or other invisible disabilities. To access Inclusive Learning’ services please register with Student Disability Services first.
• Te Fale Pouāwhina offers face-to-face learning opportunities for Māori and Pacific students including workshops, study groups, wānanga/fono and advisory sessions.
• See also: Getting started toolkit; Searching for information; Writing and presenting; Referencing; Workshops

Assignment Help Drop-in Sessions (General Library, Level G, Monday – Friday, 12 – 2pm)
From week three students can ask for advice on finding information, writing and referencing. Students can drop-in any time between 12pm and 2pm, on their own or with a friend.

DELNA (Diagnostic English Language Needs Assessment)
http://www.delna.auckland.ac.nz/
The University DELNA programme is designed to assist students by providing a profile of their abilities that can then be used as a basis for their further development of academic skills.

PRESENTATION OF COURSEWORK

You will lose marks for your assignments if you fail to meet the following instructions:

• Type your work
• Use a plain, 12 pt font
• Double-spaceyour writing
• Allow a 1-inch left and right marginfor the marker’s comments
• Keep electronic and hard copies of your assignments as backup

Academic Referencing. Citing source material is an essential academic and research skill. All coursework assignments require full citation of references, including full titles, page numbers, and publication details. You must reference the sources from which you have taken ideas, arguments and/or specific quotations. For this course you must use the MLA referencing style.Please consult one or both of the following websites for information on referencing:

Referencite:         http://cite.auckland.ac.nz/
OWL MLA Guide:   http://owl.english.purdue.edu/owl/resource/747/01/

ACADEMIC INTEGRITY OF COURSEWORK

Please visit the following web page to learn about the University's guidelines and policies on academic honesty and plagiarism: https://www.auckland.ac.nz/en/about/teaching-learning/academic-integrity.html

Plagiarism is committed when you fail to indicate clearly your use of other people’s ideas, facts, research, information etc. You must acknowledge sources. Anything that is the work of another student, a lecturer, a published author, on the Internet, in the newspaper etc., must be fully referenced. 

The University of Auckland regards plagiarism as a serious form of cheating. Such academic misconduct may result in a mark of zeroand the assignment being withheld. The most serious cases may result in suspension or expulsion from the University and/or a fine. All students in this course are required to submit their coursework assignments through turnitin.com, software designed to reveal the direct and paraphrased use of published material.

All cases of plagiarism will be brought before the Department’s Disciplinary Committee. Cases of plagiarism will remain in the Department’s records and may be passed on to other departments at the University of Auckland.

SUBMISSION OF COURSEWORK 

Electronic submission of assignments via Canvas is the only way student work will be officially received, dated and recorded.

Please make note of the deadline (a time and a date are both specified). Assignments received after the specified time will be treated as late.

Please checkto ensure that you have successfully submitted your assignment, and retain copies of any work submitted. You must not submit assignments to a GTA or lecturer.

DEADLINES, EXTENSIONS AND LATE PENALTIES 

Deadlines for coursework are non-negotiable. In extreme circumstances, such as illness, you may seek an extension but you will require a doctor’s certificate. Extensions must be personally negotiated with your Graduate Teaching Assistant (GTA) at least two days before the assignment is due. Extensions must be registered with your GTA and an extension form attached to the front of your assignment. All late assignments will be penalised ONE MARK PER DAY.  

VERY LATE ASSIGNMENTS

An assignment handed in after the marked assignments have been returned to students, but before the end of the teaching semester will notbe marked. However, it may be used for consideration of final marks. It is better to hand in a late assignment by the end of the teaching semester (Friday 25 October) than no assignment at all.

AEGROTAT AND COMPASSIONATE CONSIDERATION

Information regarding the granting of aegrotat passes or compassionate consideration of grades is contained in the University Calendar under ‘Examination Regulations’. Applications are not usually approved unless the student has completed both pieces of coursework and passed them both with a C+ or higher. You must contact the Examinations Office if you need to apply for an aegrotat pass.