ADAD0 2 1 1 P r i n t Ad ve r ti s i n g fo r a Wo r l d Ma r ke t

ADAD0211

Print Advertising f or a World Market

Semester 1, 2016

Students are advised to read this Course Outline in conjunction with the General Student Information
Guide, which provides essential information for all students and is available under ‘Student Services’ on
the Art & Design Current Students website: artdesign.unsw.edu.au/current- students/student- services.

Course Information

Unit s of Credit : 6

Teaching Times and Locat ions: Fully online course

Online Course Support : Course offered via Omnium. Students will receive a UNSW z Mail at the
beginning of semester with login instructions. Feedback will be delivered via Review.

Parallel Teaching: ADAD0911 - Print Advertising for a World Market

Course Convenor: Simon McIntyre

Email: s.mcintyre@unsw.edu.au

Room: F217E

Consult at ion t imes: Contact via email

The Course Convenor is your key point of contact for questions about the course. You should first talk to
your lecturer or tutor in class, if they are not also convening the course, but if further information is
needed, please contact the Convenor by email, or arrange a meeting. All Convenors are available for
consultation during the semester.

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Course Overview

Course Descript ion

When global giants Coca Cola first entered the Chinese market, its people interpreted the English name
with a strange Chinese meaning which was 'bite the wax tadpole'. Not surprisingly, Coca Cola began as
a poor selling product in the new market. Today, its interpretation has been amended to 'happiness in
the mouth' thus receiving far greater commercial success.

This fully online course considers such issues when looking at cross- cultural representation and
perception in graphic advertising design. It invites you to analyse some interesting advertising design
case studies, with emphasis on print media advertising from magaz ine ads to billboard posters.
Nowadays, with many companies trying to sell their goods in the global market, there is a claim that the
developed world has evolved into a global monoculture. Nevertheless, designers and entrepreneurs still
need to be aware of cultural nuances.

This online course offers you an opportunity to explore global advertising's graphic design strategies
through a series of structured themes. The course will help your understanding through activities that
require individual reflection, discussion and project- based collaborative interaction.

NOTE: This course is conducted via the Omnium system. Students will receive log in instructions via their
UNSW email account prior to the commencement of the course.

IMPORTANT NOTE FOR INTERNATIONAL STUDENTS: If you are an international undergraduate or

postgraduate student studying on campus in Australia, you are not permitted to study more than 25% of
your program online.

Course Learning Out comes

On completion of this course, the student should be able to:

1. Design and analyse print advertisements that will appeal to a global/national market sector
2. Demonstrate the capacity to analyse cross- cultural issues in print media advertisements in
accordance with individual interpretation and/or collaborative interaction
3. Evaluate and demonstrate the impact of factors such as country of origin, standardised international
advertising and promotion and cultural differentiation
4. Discuss the requirements for practical international promoting and advertising planning

Teaching St rat egies and Approach t o Learning

Blended/online

This fully online course will comprise coursework supported by online lectures, resources and other
relevant reference materials. Students will engage in both individual and group activities/projects via a
series of synchronous (live) and asynchronous (recorded) group interactions. Tutor facilitated group
discussions will also take place. Students will receive regular individual and group feedback throughout
the course, in the form of peer and tutor reviews. Formal assessment will take place at specific stages
throughout the course that recognises contributions of both an individual and group nature.

Teaching Philosophy

Active and regular participation is essential for a good learning environment, and good grades. It is
better to check in often - 15 minutes a day or so - and leave some relevant feedback and comments in
the Message Board, Talk and Feedback Area, etc. We recommend you make this a habit like checking
your email. In many online courses you will receive an email from your teacher to alert you when new

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material is posted to the course.

However, there are no set times for this participation, and you can work at whatever time suits you best.
Students who do not participate regularly seriously risk failure – just as in face- to- face courses.

Expectations of Students in this Course

Course specif ic expect at ions

Students must participate actively in their online course regularly, engage in online discussions and
Talking Points, work in a collaborative manner within group projects, and provide peer feedback when
requested by your lecturer.

Risk of Failure Warnings

If you are at risk of failing the course, because of poor attendance, low marks in assignments, failing to
submit assignments, or lack of participation or engagement, you may be notified by email. Please
ensure you read your university email, and respond to any official risk of failure warning promptly. NOTE
- If the warning email is sent to your UNSW z Mail address, it is considered as being read by you
whether you check your UNSW email or not.

Lat e Submission Penalt ies

Lat e submission is allowed

If you believe that circumstances will prevent you from submitting an assessment on time, please notify
your lecturer as soon as possible. There will be penalties applied for being late and a clear ‘no later
than’ date beyond which submission won’t be accepted. Where a Special Consideration is not applied
for, and a student is late, the following guidelines apply:

1. Up to 5 days after due date, a penalty of 10% (of maximum mark for assignment) will be applied for
each day late (e.g. an assignment worth 30% handed in 3 days late would have its mark reduced by
9)
2. Beyond 5 days late, no submission will be accepted.

Special Considerat ion

Please note that the University’s Special Consideration process allows students to apply for an extension
within 3 days of the assessment due date. This provides for more extensive extensions, subject to
documentation, and Course Convenor approval. You can apply for special consideration online through
my.UNSW.edu.au. More information about special consideration can be found here
student.unsw.edu.au/special- consideration.

Cont inual Course Improvement

It is important that students complete the CATEI course and teaching surveys for this course. This is
completely anonymous and provides important student observations and suggestions to ensure that the

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course is continually improved.

Over the past semesters, we have improved the course by:

Assessment structure, criteria with grading rubric and time allocation has been reviewed and
changed which allows students the time and discretion to pre- plan and self manage their life and
work commitments to the best advantage of their studies
Project structure has been revised to support and articulate the learning goals and objectives of the
course, which meets the selected graduate attributes
Feedback format was modified, as it is a crucial part of student learning experience, aiming to
enable the student to become both an independent and/or group learner
For each project, the course uses more relevant visual and text examples to bring student attention
into the focus of the learning objectives and outcomes

Assessment

Assessment Task 1
Tit le: Project 1. Understanding perceptions of cross- cultural print media advertising campaigns

Weight ing: 25 %

Assessment Type: Project

Task: Due
Due: Week 3

Course Learning Out comes addressed in t his t ask:

1. Design and analyse print advertisements that will appeal to a global/national market sector
2. Demonstrate the capacity to analyse cross- cultural issues in print media advertisements in
accordance with individual interpretation and/or collaborative interaction

How will st udent s receive f eedback on t his t ask:

The day after the deadline, the provision of general comments will be made by the lecturer through
postings on each team’s T&F area or MB.

Each student will be given a written feedback within one or two weeks after submission of a project via
university email. The feedback will be mainly focused on strengths and weaknesses of the assignment
(individual/team work) and how to improve it.

For individual student or group, informal/formal feedback on course work in progress will also be
occasionally posted in each team’s T&F in order to accelerate the learning environment, or, to avoid
unexpected problematic situations.

Assessment Task 2
Tit le: Project 2. The practice of global design: Visual communication

Weight ing: 35 %

Assessment Type: Project

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Task: Due
Due: Week 7

Course Learning Out comes addressed in t his t ask:

1. Demonstrate the capacity to analyse cross- cultural issues in print media advertisements in
accordance with individual interpretation and/or collaborative interaction
2. Discuss the requirements for practical international promoting and advertising planning

How will st udent s receive f eedback on t his t ask:

The day after the deadline, the provision of general comments will be made by the lecturer through
postings on each team’s T&F area or MB.

Each student will be given a written feedback within one or two weeks after submission of a project via
university email. The feedback will be mainly focused on strengths and weaknesses of the assignment
(individual/team work) and how to improve it.

For individual student or group, informal/formal feedback on course work in progress will also be
occasionally posted in each team’s T&F in order to accelerate the learning environment, or, to avoid
unexpected problematic situations.

Assessment Task 3
Tit le: Project 3. The practice of global design: Print advertising analysis and strategy

Weight ing: 40 %

Assessment Type: Project

Task: Due
Due: Week 13

Course Learning Out comes addressed in t his t ask:

1. Design and analyse print advertisements that will appeal to a global/national market sector
2. Demonstrate the capacity to analyse cross- cultural issues in print media advertisements in
accordance with individual interpretation and/or collaborative interaction
3. Evaluate and demonstrate the impact of factors such as country of origin, standardised
international advertising and promotion and cultural differentiation

How will st udent s receive f eedback on t his t ask:

The day after the deadline, the provision of general comments will be made by the lecturer through
postings on each team’s T&F area or MB.

Each student will be given a written feedback within one or two weeks after submission of a project via
university email. The feedback will be mainly focused on strengths and weaknesses of the assignment
(individual/team work) and how to improve it.

For individual student or group, informal/formal feedback on course work in progress will also be
occasionally posted in each team’s T&F in order to accelerate the learning environment, or, to avoid
unexpected problematic situations.

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Topics and Dates

WEEK WEEK ST AR T IN G T O PIC N AME ASSESSAB LE T ASK S N O N - ASSESSAB LE T ASK S

1 29 Feb Lecture 1:
international
advertising promotion

2 07 Mar Lecture 2:
understanding print
media: magaz ine

3 14 Mar Project 1. Understanding

perceptions of cross-
cultural print media
advertising campaigns:
Due.

4 21 Mar Lecture 3: print media

advertisements for
international
business

28 Mar Mid- Semester Break

5 04 Apr Lecture 4: the

application of
international
advertising campaign
strategy

6 11 Apr

7 18 Apr Project 2. The practice

of global design: Visual
communication: Due.

8 25 Apr Non- Teaching Week

9 02 May Lecture 5:
international
advertising strategy:
international print
advertising and the
role of visual
communication theory
and practice

10 09 May

11 16 May Lecture 6: promoting

products for overseas
markets

12 23 May

13 30 May Project 3. The practice of

global design: Print
advertising analysis and
strategy: Due.

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References for this Course

Most resources wil be made available to students through the course website. Any print material that is
required by students would either be the type available in most public libraries, archived in the UNSW
library, or provided online in PDF format and documented by the UNSW Library.

General Information

Academic Honest y and Plagiarism

Plagiarism is taking the ideas, words, images, designs or objects of others and passing them off as your
own. Plagiarism is a type of intellectual theft. Plagiarism can take many forms, from deliberate cheating to
accidentally copying from a source without acknowledgement. Plagiarism can have serious
consequences, so it is important that students be aware of what it is, and how to avoid it. All written
submissions are automatically checked for plagiarism using the Turnitin site.

Please see the Academic Integrity & Plagiarism website student.unsw.edu.au/plagiarism for further
information.

The Learning Centre can provide support and workshops. Please see lc.unsw.edu.au.

Health and Safety

Ensuring student and staff health and safety is very important at UNSW Art & Design; health and safety is
everyone’s responsibility.

As a student, you have a responsibility not to do anything that risks your own health and safety, or the
health or safety of your fellow students, staff members or visitors. This means, for example, exiting the
building during a fire drill; wearing personal protective equipment and clothing (PPEC) when staff or
signage instructs you to do so; undertaking induction to using equipment or carrying out processes that
require specific knowledge; and reporting haz ards or incidents to your lecturer or supervisor as soon as
you become aware of them. For more information please see ohs.unsw.edu.au. You can also find safe
work procedures relevant to your course on the UNSW Safesys website safesys.unsw.edu.au by logging
in with your z ID.

Additional Support for Students

At UNSW you can also find support and resources if you need help with your personal life, getting your
academic success on track or just want to know how to stay safe. See student.unsw.edu.au/wellbeing.

Additional support for students is available by contacting the following centres:

Student Support and Development student.unsw.edu.au/support

Academic Skills and Support student.unsw.edu.au/academic- skills

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UNSW IT Service Centre it.unsw.edu.au/students/index.html

The Current Student Gateway student.unsw.edu.au
Student Equity and Diversity Unit (SEADU) studentequity.unsw.edu.au 02 9385 4734 - information and
support for students with disabilities.

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