Digital Advertising 20 credits 2022-23
School Of Arts, Culture And Language
Module - Semester 2
Topics may include: an overview of digital affordances; examination of the history of digital advertising; analysis of of how it works; consideration of creativity; assessment of key contemporary issues; analysis of media properties and how these may be "hacked"; consideration of new forms of digital profiling, laws and regulations; debating art versus science in advertising; and wider social and moral questions germane to advertising.
-threshold -Work at this level (D and D+) will demonstrate adequate writing skills, a limited amount of background research, some attempt to grapple with concepts and a degree of success in using these to understand digital advertising. At threshold level mistakes will have been made in comprehension and thereafter application. -good -At B- to B+ a greater attempt to engage with ideas will have been made. Mistakes may still have been made but the student will have read more broadly and understood their examples in greater depth (whether this be a law, company, technology or other aspect of digital advertising). -excellent -At this level of A- and above students will display mature appreciation of digital advertising, its multifaceted nature, theoretical and ethical implications, and will have made an attempt to synthesize this understanding (to compare and contrast, and arrive at an argument). Students will also be able to make rich connections between theory and the real world so to advance understanding of either/both theory or/and appreciation of a practical digital advertising matter. -another level-Work at this level (C- to C+) will demonstrate above average writing skills, background research and conceptual understanding and a degree of success in using these to understand digital advertising.
- Appreciate the complexity of digital advertising and its media ecosystem
- Be aware of relevant governance frameworks that should guide modern advertising
- Be aware of technical factors that inform digital advertising
- To be able to critically analyse digital advertising to advise best ethical practice
Group seminar leadership with group mark
2000-word essay (full details in module guide)