1996 Swinburne Higher Education Handbook

AM1 17 Advertising Copywriting
3 hours per week Hawthorn Prerequisite: AM116
Assessment: client bnefi completed as part of structured
assignments, and to prepare and present finished scripts.
A subject in the Certificate in Commercial Radio
Objectives and Content
This subject is designed to explore, understand and master
the processes involved in writing radio commercials.
Structured assignments will lead the student through a
process of interacting with an advertising client, gaining the
skills to understand and interpret the needs of that client,
developing the creative writing ability to condense the
information into a script of pre-determined time length that
will effectively communicate the message to its intended
target, and layout the script ready for client approval and
recording. Integral to this process is the development of a
clear understanding of the nature of the listening audience
and their interaction with the radio medium, to effectively
deliver the advertising message.
Recommended reading
Schulberg, B., Radio Advertising, Illinois, NTC Business Books,
1989
Crompton, A., The Craft of Copywriting, 2nd edn, London,
Hutchinson Business, 1987
AM1 18 Radio Advertising Production
3 hours per week Hawthorn Prerequisite: AM1 13 Radio
Presentation l and AM1 17 Advertising Copywriting
Assessment: m'tten script to the final recorded commercial
ready for broadcast. %rough a series of graded assignments,
skills will be assessed in recorded voice clarity, the use of music
and sound effects, creativity, correct identification and
labelling and technical quality
A subject in the Certificate in Commercial Radio
Objectives and Content
This subject will develop the skills to identify the structures
of sound and the nature of human auditory responses.
Students will develop basic recording and editing skills,
progressing to advanced multi-track recording and digital
recording and editing. Students will be able to record
commercials, promotional scripts and programs to a
standard ready for professional broadcasting.
Recommended reading
Baird, L. ed., Guide to Radio Production, Sydney, Australian Film,
TV and Radio School, 1992
Borwick, J. ed., Sound Recording Practice, 2nd edn, Oxford,
Oxford University Press, 1980
AM203 Popular Culture
3 hours per week Hawthorn Prerequisite: AM104 or
AM105 Assessment: continuous
A subject in the Bachelor of Arts
Objectives and Content
This subject will introduce issues and debates in
contemporary culture and cultural analysis. It will
investigate the diversity of images, ideologies, meanings and
practices which comprise popular culture. Attention will be
drawn to the ongoing developments and changes in popular
culture in Australia in the 1990s. Special emphasis will be
placed on the role and significance of the media and its
representations of popular culture.
The subject will also consider the commercial and
institutional imperatives shaping popular culture and its
multiple relations to political processes. Major theoretical
reference points in this subject will include marxist,
feminist, post-modern and structuralist analysis of late
capitalism. Consideration will be given to the ongoing
debates which surround cultural meanings and practices in
the current Australian context.
The central aim of the subject is to encourage students to
engage in a critical analysis of the culture around them.
Students will be able to draw on their own experiences of
culture and critically examine their own constructions of
meaning, and the pleasures of involvement.
Recommended reading
Fiske, J. Understanding Popular Culture, Boston, Unwin Hyman,
1989
Fiske, J. Reading the Popular, Boston, Unwin Hyman, 1989
Milner, A. Contempora y Cultural Theo y An Introduction,
Sydney, Allen & Unwin, 1991
O'Sullivan, T. et al., Key Concepts in Communication, London,
Methuen, 1983
AM205 Special Issues in the Media
(Not offered in 1996)
3 hours per week Hawthorn Prerequisite: AM1 04 or
AM105 Assessment: continuous
A subject in the Bachelor of Arts
Objectives and Content
This subject will investigate the major relationships between
women and the media today. The general framework of
enquiry will comprise reprksentatGn, audience reception
and media consumption practices, and em~lovment.
A .
Students will be encouraged to develop a ;arikty of skills in
the exploration of issues pertaining to women. These
involve both textual analysis, in particular the study of
representations of women in media texts, and the .
examination of critical theory and research exploring issues
in representation, reception and employment. Two
particular concerns here include the special needs and
practices of women as audiences and media users, and the
structures and conditions affecting women's employment in
the media, especially given the current legislation governing
equal opportunity.
Recommended reading
Blonski, A. et al. (eds.) Don't Shoot Darling: Women's Independent
Filmaking in Australia, Richmond, Greenhouse, 1987
Modleski, T. (ed.) Studies in Entertainment: Critical Approaches to
Mass Culture, Bloomington, Indiana University Press, 1986
Kuhn, A. Women's Pictures: Feminism and Cinema, London,
Routledge and Kegan Paul, 1982.
Johnson, L. The Unseen Voice: A Cultural Study of Early
Australian Radio, London, Routledge, 1988
Kaplan, E.A. Regarding Television Critical Approaches - an anthology.
(Frederick, Md), University Publications of America, 1983
Fair Exposure, Canberra, Australian Government Printing
Service, 1983