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ADV2001 Advertising as Communication

Semester 1, 2020 Online
Short Description: Advertising as Communication
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 1
ASCED code : 100700 - Communication & Media Studies
Grading basis : Graded


Examiner: Andrew Mason


Pre-requisite: ADV1001

Other requisites

Students will require access to e-mail and have internet access to UConnect for this course.


This course provides a vital step in the students’ development of their own advertising practices. Here students will engage with a range of communication theories and apply them critically to advertising texts to gain further understanding of effective communication. By analysing advertising, students develop their own competencies which they can then apply in later courses.


This course surveys a range of advertising forms in different media, including audio, visual and narrative video in traditional and digital platforms. Students will develop literacy in these advertising forms through detailed analysis and discussion of advertisements. This course will inform students' future creative practice in advertising communication by developing understanding of the ways in which meaning is conveyed.


On successful completion of this course students should be able to:

  1. recognise and explain the role of cultural literacy in communication;
  2. examine, analyse and evaluate advertising texts as communication;
  3. work independently in developing, examining and adapting ideas, and being responsible for their own personal knowledge in completing the assignments;
  4. communicate in written English by clearly and logically expressing their ideas supported by evidence of research and critical thinking across a range of media.


Description Weighting(%)
1. Culture and communication 20.00
2. Persuasion, language and rhetoric 10.00
3. Narrative structure 10.00
4. Visual literacy, and the principles of effective visual design 20.00
5. Auditory literacy 10.00
6. Analysis of moving images 30.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

There are no texts or materials required for this course.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Arens, W.F 2017, Contemporary advertising and integrated marketing communication, 15th edn, McGraw-Hill Education, New York.
Belch, G. E & Belch, M. A 2018, Advertising and promotion, an integrated marketing communications perspective, 11th edn, McGraw-Hill Education, New York.
Dyer, G 1988, Advertising as communication, Routledge, London.
Hartley, J 2011, Communication, cultural and media studies: the key concepts, 4th edn, Routledge, New York.
Moriarty, S, Mitchell, N, Wells, W, Crawford, R & Brennan, L 2015, Advertising: principles and practice, 3rd edn, Pearson Australia, Frenchs Forest, New South Wales.

Student workload expectations

Activity Hours
Directed Study 39.00
Private Study 126.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 100 20 23 Mar 2020
ASSIGNMENT 2 100 30 27 Apr 2020
ASSIGNMENT 3 100 50 01 Jun 2020

Important assessment information

  1. Attendance requirements:
    It is the students' responsibility to attend and participate appropriately in all activities scheduled for them, and to study all material provided to them or required to be accessed by them, to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative items for the course.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    There is no examination in this course, there will be no deferred or supplementary examinations.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Evaluation and benchmarking

In meeting the University’s aims to establish quality learning and teaching for all programs, this course monitors and ensures quality assurance and improvements in at least two ways. This course:
1. conforms to the USQ Policy on Evaluation of Teaching, Courses and Programs to ensure ongoing monitoring and systematic improvement.
2. forms part of the Bachelor of Education and is benchmarked against the:

  1. internal USQ accreditation/reaccreditation processes which include (i) stringent standards in the independent accreditation of its academic programs, (ii) close integration between business and academic planning, and (iii) regular and rigorous review.
  2. Queensland College of Teachers
  3. Australian Professional Standards for Teachers (APST) of the Australian Institute for Teaching and School Leadership (AITSL).

Date printed 19 June 2020