Advertising Issues: Regulation, Ethics & Cultural Considerations
Unit code: LCA206
| Credit points | 12.5 Credit Points |
| Duration | 12 week teaching period |
| Contact hours | 36 hours over the teaching period (normally 3 hours per week) |
| Campus | Lilydale |
| Prerequisites | LCA100 Principles of Advertising |
Related course(s)
*From July, 2013 this unit will be taught at the Hawthorn Campus
This is a prescribed unit of study in the Communication Advertising major and the Business Advertising major. It is available in the Advertising minor in the Bachelor of Social Science. It may also be undertaken as a unit of study in any other Swinburne degree program, subject to the prerequisite and degree requirements.
This is a prescribed unit of study in the Communication Advertising major and the Business Advertising major. It is available in the Advertising minor in the Bachelor of Social Science. It may also be undertaken as a unit of study in any other Swinburne degree program, subject to the prerequisite and degree requirements.
Aims and objectives
This unit explores the impact that regulation, ethical considerations and cultural differences across national 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 case studies.Teaching methods
Delivery of this unit may be through a mixture of lectures, tutorials, laboratories, seminars and online.Generic skills outcomes
After studying this unit students 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 advertising complaint and control
- Describe how advertising campaigns are culturally defined.
This unit will provide discipline-based knowledge and professional capabilities and experiences contributing to students’ progress in attaining generic skills such as:
- Analysis skills through writing assessments
- Communications skills through engaging in class discussion
- Ability to work independently through working on assessments and conducting independent research
Content
- Defining contemporary issues in advertising
- Advertising Complaint and Control: An introduction to the different bodies who govern the industry and industry self-regulation
- Advertising and the Trade Practices Act: Section 52 and Criminal Provisions
- Intellectual Property and Advertising: Copyright, Creative and Marketing Rights
- Moral Philosophy and the Ethics of Advertising
- The ethical implications of economic pressure and social responsibility
- Advertising and fear
- Political Advertising
- Cultural Considerations in Advertising and Cross Cultural in-depth interviews
- Cultural Differences in National Markets
- Media placement and new media opportunities for advertising
- The impacts of influencing consumer perception and behaviour
