Module Catalogue 2018/19

COM3063 : Advertising and Consumption (Inactive)

  • Inactive for Year: 2018/19
  • Module Leader(s): Dr Steve Walls
  • Lecturer: Dr Darren Kelsey
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 20
ECTS Credits: 10.0
Pre Requisites
Pre Requisite Comment


Co Requisites
Co Requisite Comment



This module aims to:
1. enable students to develop a core base in the field of advertising, culture, and consumption.

2. allow participants to develop specialisms on the basis of specific interest (e.g. advertising and language; advertising and globalisation; consumption in cross-cultural settings; consumption and identity).

3. encourage students to consolidate methodological and critical skills in studying practices (e.g. shopping/consumption), texts, and qualitative and quantitative material in the spheres of communication, culture and advertising.

4. explore and apply interdisciplinary approaches to the study of consumer society now and in the recent past.

5. examine the rise of global and cross-cultural consumer cultures and advertising.

6. investigate and understand the cultural context of specific consumer groups, and to develop case studies of specific commodities, practices or cultural contexts.

Cultural consumption is one of the key activities of everyday life. All consumption occurs in relation to advertising, promotion or communication. This module will examine the cultural politics of advertising and consumption in relation to the perspective of cultural studies. It will provide a critical map of the field and bring together work on consumer culture in anthropology and sociology with work on media audiences within media studies and sociology. The rich and idiosyncratic features of local consumption practices will be illustrated through cases from different parts of the world.

Through such cases, the module will show the varying balance between constraint and power and creativity and resistance, making links between consumption and production, and the patterns that shape access to symbolic and material resources. Consumption takes place in the context of everyday lives, in urban, rural and domestic zones: questions of place and identity, poverty, the privatization of the home, and the linking of local everyday practices with broader, global processes are explored. Particular attention is given to the media and new communication technologies as points of overlap and exchange between the local and the global, between domestic consumption and the public sphere. Specific attention will focus upon the various communication strategies used in advertising including semiotics, branding, 'shockvertising', humour and music as rhetorical devices, and social media campaigns.

Outline Of Syllabus

Advertising: texts, strategies, subjects, markets; analysing texts

Consumption: practices, places and identities; theorising practices.

Local-global consumption

Fashion advertising, style, culture and identity

Gender and consumption

Sexuality and advertising

New commodities

Technological transitions in advertising and consumption practice

Childhood, consumption and 'kidvertising'

Selling culture

Learning Outcomes

Intended Knowledge Outcomes

1. develop and consolidate various interdisciplinary approaches to the study of consumer society;

2. increase understanding of different social-scientific and media & cultural theories of communications in the spheres of cultural consumption and advertising (e.g. historical change; language and textual change; cross-cultural difference; identities (gender, sexuality, class and ethnicity).

3. examine the construction and function of social formations in the study of consumption;

4. identify and evaluate a range of sources, texts and practices using theoretical, linguistic, textual, semiological and communications perspectives.

5. demonstrate an understanding of the significance of consumer society and advertising in local and global contexts, allowing students to identify the distinctiveness and the cultural context in which advertising and practices of consumption take shape.

6. demonstrate use of web sources and teaching and learning packages.

7. plan and execute research assessments identifying hypotheses and relevant source material, and engaging with texts, case studies and theoretical approaches.

8. Present research findings in a succinct manner, deploying a range of social-scientific, linguistic, cultural and communications theories and/or methodologies.

Intended Skill Outcomes

Skills in the analysis of texts and practices.
Group work and group planning.
Essay writing and researching.

Graduate Skills Framework

Graduate Skills Framework Applicable: Yes
  • Cognitive/Intellectual Skills
    • Critical Thinking : Assessed
    • Data Synthesis : Assessed
    • Active Learning : Assessed
    • Literacy : Assessed
    • Information Literacy
      • Source Materials : Assessed
      • Synthesise And Present Materials : Assessed
      • Use Of Computer Applications : Present
  • Self Management
    • Self Awareness And Reflection : Present
    • Planning and Organisation
      • Goal Setting And Action Planning : Present
  • Interaction
    • Communication
      • Oral : Present
      • Written Other : Assessed
    • Team Working
      • Peer Assessment Review : Present
  • Application
    • Social Cultural Global Awareness : Assessed

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion160:0060:00N/A
Scheduled Learning And Teaching ActivitiesLecture122:0024:00N/A
Guided Independent StudyDirected research and reading120:0020:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching121:0012:00Seminars and workshops
Guided Independent StudyReflective learning activity136:0036:00N/A
Guided Independent StudyIndependent study148:0048:00N/A
Teaching Rationale And Relationship

The module aims to encourage the development and comprehension of contemporary issues and ideas in culture, consumption, advertising and everyday life. Theories of the economy, identity, and culture will be discussed in relation to advertising content, consumption and production, and mass media texts. Lectures introduce and develop ideas and group work practical allows students to consider material in more practical detail. A mixture of lectures, informal discussions, small-group work and spoken group presentations will be combined with private study, essay writing and media audience (or similar) project which investigates key aspects of advertising and consumption in everyday life.

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay1M25Essay, 1000 words
Essay1A75Essay, 3000 words
Assessment Rationale And Relationship

Smaller essay specifically focused upon analyzing an example of advertising allows students to examine how these particular texts are constructed and the way they communicate culture and brand image to consumers. This enables students to develop and demonstrate paractical skills in applying theoretical material to an example of their own choosing.

Larger essay on consumption and advertising allows students to consider social and cultural theories of advertising and consumption, production & regulation and, cultural identity. This assessment fits well with formative side of module as well as realities and experiences of local-global economies and cultures.

These assessments allow students to establish practical, theoretical, critical and evaluative skills and stress the importance of working to deadlines and goals.


Past Exam Papers

General Notes


Disclaimer: The information contained within the Module Catalogue relates to the 2018/19 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2018/19 entry will be published here in early-April 2018. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.