Visual Culture in Everyday Life


What is the course about?

This course aims to extend students’ knowledge and experience beyond their major study by exploring the interaction between art, advertising and luxury goods, within the wider context of contemporary visual culture. Examining the interaction and influence of visual culture, in context of the contemporary art, its markets and the wider audiences.

The course will use non-traditional visual art; global TV advertising, music album covers and music videos, brand packaging, best seller book covers and so on, to identify and examine multi-dimensional engagement and insight from a range of perspectives. In order to make connections across disciplines in context of contemporary personal, professional, and/or community situations.

This course will have emphasis on critical thinking as well as analysis on art and visual cultural issues including; governmental spending on culture, how an age-old painting grasps our imaginations, and how a piece of sculpture may change the outlook of our city.

Debates and questioning will critically engaged with the development of visual culture and its association with the art market and luxury goods markets. This course assesses the contrasts and similarities, of the public and private sectors of art consumption and reflects upon aesthetic significance and monetary value of art. It also considers the changing notions of art and visual culture in terms of traditional associations of status, education and evaluates the roles of gallery, auction house, advertising and shopping mall as the center pin of ‘brands’. Further, reviewing the role of the public sector in the advancement of the art exhibition ‘blockbuster’ and the commercialization of art through case studies of world leading galleries such as Tate Modern, MOMA and the Guggenheim.

Course Code Offering Department(s) Area of Learning Units & Hours
GDAR1915 AVA ARTS (3,3,0)
Download the course syllabus


IGEThis is an interdisciplinary GE (IGE) course.
  1. One IGE course is listed for more than 1 area of learning. You can decide which area of learning you would like the course to fulfill, by enrolling in the course with the corresponding course code.

Notes for all GE courses

  • You can take a maximum of 6 additional units of GE courses from any categories as electives.