Media and Advertising Communication in the Makeup Industries
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2019
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Makeup for Media Creative Art
Program Coordinator(s): Nisha Dubey, Paul Lenart
Course Leader or Contact: Ann Callaghan
Version: 20190903_00
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students define the terms media and advertising in the context of the makeup industry. As makeup artists, they examine their position as cultural producers from a variety of media and advertising perspectives. This course extends previously introduced marketing concepts and examines audience reception theory, advertising choices, media placement and historical trends in makeup industry advertising messages. Legal, social, and ethical issues as well as various modes of visual communication related to advertising are also examined.

Program Context

Makeup for Media Creative Art Program Coordinator(s): Nisha Dubey, Paul Lenart
Understanding the role of the media in creating ideal notions of beauty and normalcy is crucial for makeup artists in the 21st century. This required course is important to the Makeup for Media and Creative Arts Program as it provides students with the opportunity to identify their role in the production of media messages related to makeup industries.

Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course students will demonstrate the ability to describe and apply the definition, significance and nature of advertising and media practices as they relate to the makeup and related industries.
Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

  1. Define the terms media and advertising and articulate their role in establishing norms within the makeup industry.
  2. Compare historical makeup advertising to current advertising production.
  3. Describe types and roles of various media.
  4. Interpret media/advertising text and subtext.
  5. Explain the role of the audience in media interpretation.
  6. Evaluate legal and ethical guidelines in media and advertising production. .
  7. Examine the appropriate advertising choices for makeup artists.
  8. Analyze the role of the media in the development of self-image related to the makeup advertising.
  9. Research and present topical media/advertising issues.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Video Case Study10.0%
 In class exercises20.0%
 Mid-Term Assignment15.0%
 Seminar Presentation and Prep Lab (20%+5%)25.0%
 Final Term Test25.0%

Evaluation Notes and Academic Missed Work Procedure:
TEST AND ASSIGNMENT PROTOCOL To encourage behaviours that will help students to be successful in the workplace and to ensure that students receive credit for their individual work. 1. Students are responsible for staying abreast of test dates and times, as well as due dates and any special instructions for submitting assignments and projects as supplied to the class by the professor. 2. Students must write all tests at the specified times. Missed tests, in-class activities, assignments and presentations are awarded a mark of zero. If an extension or make-up opportunity is approved by the professor as outlined below, the mark of zero may be revised by subsequent performance. The penalty for late submission of written assignments is a loss of 10% per day for up to five business days (excluding weekends and statutory holidays), after which, a grade of zero is assigned. Business days include any day that the college is open for business, whether the student has scheduled classes that day or not. 3. Students, who miss a test or in-class activity or assignment or fail to submit an assignment on time due to exceptional circumstances, are required to notify their professor in advance of the class. A make-up test may be supplied for students who provide an acceptable explanation of their absence and/or acceptable documentation explaining their absence (e.g., a medical certificate as per the MMCA program guidelines). All make-up tests are to be written at a time and place specified by the professor upon the student's return. Exceptional circumstances may result in a modification of due dates for assignments. 4. Unless otherwise specified, assignments and projects must be submitted at the beginning of class. 5. Students must complete every assignment as an individual effort unless, the professor specifies otherwise. 6. Since there may be instances of grade appeal or questions regarding the timely completion of assignments and/or extent of individual effort, etc., students are strongly advised to keep, and make available to their professor, if requested, a copy of all assignments and working notes until the course grade has been finalized. 7. There will be no resubmission of work unless this has been previously agreed to or suggested by the professor.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

  • Challenge Exam
  • Portfolio

Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Instruction Mode: In-Class
Professor: Multiple Professors
OptionalOtherRecommended Reading: Canadian Advertising in Action; Prentice Hall Canada; Keith J. Tuckwell

Applicable student group(s): Students in the Makeup for Media and Creative Arts program.
Course Details:

Module One:  Introducing Media and Advertising: Audiences and Interpretation
Unit 1

Overview of assignments and evaluations
Understanding a mediated society
Define media and advertising
     Role of advertising and media in the makeup industry

Unit 2
Understanding audiences
Audience reception theories
Connections to makeup advertising
In class activity (5%)
Unit 3

Deconstructing advertising,
Understanding text and subtext
In class activity (5%)
Group and seminar topic selection

Unit 4
Laws, guidelines and ethical implications in advertising and media campaigns
Role of Advertising Standards Council
Module Two:  Historical Contexts in Interpreting Makeup Advertising
Unit 5

Examining the history of makeup advertising
Compare and contrast to current media and advertising models
Reviewing historical advertising to/of women
In class video (10% - submitted in Slate dropbox)

Evaluation: In class video: Jean Kilbourne “Advertising’s Image of Women (10%)
(submit in SLATE drop box)
Students must be present in order to watch the video and be eligible to submit assignment

Unit 6
Introduction to signs and symbols in advertising
Reading and understanding design in ad creation
AIDA and ad impacts

Unit 7
Thanksgiving and Photo Shoot Week

Reading Week   No scheduled classes

Unit 8
In Class Seminar Preparation Lab (5%)
Module Three:  The Role of Branding and Positioning in Creating Advertising Identity
Unit 9

Creating market positioning and branding through advertising
Use of social media in creating advertising
Blogs, Twitter, Instagram, Facebook, YouTube

Making the Connections Video Assignment Due in Slate Dropbox (15%)
In-class lab (5%)

Unit 10
Guest speaker
Alternative and specialized forms of advertising (independent learning module)  
Guest Speaker Journal (5%)
Module Four:  Presenting Select Topics in Advertising (20%)

Unit 11
Seminar presentations 1, 2, & 3 (w/peer evaluations)
Unit 12
Seminar presentations 4, 5, & 6 (w/peer evaluations)
Unit 13
Seminar presentations 7, 8, & 9 (w/peer evaluations)
Unit 14
Final term test (25%)
Active Engagement Journal Due (5%)


Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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