| EUROPEAN UNION RELATIONS | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV3624 | Advertising and Popular Culture | Fall | 3 | 0 | 3 | 4 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | English |
| Type of course: | Non-Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Hybrid |
| Course Coordinator : | Dr. Öğr. Üyesi HANDE BİLSEL |
| Recommended Optional Program Components: | None |
| Course Objectives: | This course aims to teach students the evolution of popular culture in light of consumption sociology and advertising industry. Students will analyse the comparative discourses of advertising in various forms both historically, critically and also strategically. Students will also explore the role of advertising in contemporary culture and its connections to larger economic, social and political forces. From an investigation of advertising's crucial function in media economics and our wider capitalist system to a consideration of people who both make and watch advertising, this insightful course enables students to make sense of advertising's powerful influence as both an economic force and an artistic form. |
|
The students who have succeeded in this course; t the end of the course, you will be able to: 1. Explore historical, social and economic forces and dynamics that have shaped consumer culture in light of advertising and marketing communications; 2. Assess the various claims of different perspectives on advertising and understand how they challenge and complicate one another; 3. Explore a brief history of advertising within the framework of consumer culture theory; 5.Develop understanding in analysing advertisements in terms of form, semiotics and ideology; 6. Breakdown the advertising audience through the use of fragmentation, segmentation and distinction; 7. Learn about the functioning and organizational structure of advertising agencies; 8. Explore the role of 'creativity' and art in making of advertising; 9.Explore different facets of consumer society by analysing consumer empowerment, engagement, interpretation and resistance; 10. Utilize the ways to present student's own research and debate. |
| Week 1: Orientation Week 2: Why study advertising?, Discussion of the various reasons why advertising matters in shaping of society and consumption Week 3: The history of advertising: Contexts, transformations and continuity Week 4: Analysing advertisements: Form, semiotics and ideology Week 5: Advertising, capitalism and ideology, Consumer society and the magic system, Selling capitalism Week 6: Advertising commodities and commodity fetishism, The life cycle of the commodity Week 7: Midterm Week 8: Audiences for sale: Quantification, segmentation and personalization Conspicuous consumption, From nishification to personalization Week 9: Advertising agencies: Organization, agency and internal conflict Agency as form of chaos Week 10: Advertising as art: From creativity to critique, Advertising changing the world, The stakes of advertising as art Week 11: Presentations Week 12:Empowering consumers: Engagement, interpretation and resistance, What does the audience get from advertising?, Active audiences online, Activist resistance to advertising Week 13: The politics of advertising: Capitalism, resistance and liberalism The power of advertising Week 14: Chapter reviews and total wrap up |
| Week | Subject | Related Preparation |
| 1) | Function of Myth and Archetypes in Formation of Life Narratives The Formation of Today’s Individual: The Hero of the Narrative | Reading: Joseph Campbell, “Myth and Society”, The Hero with a Thousand Faces, Princeton/Bollingen, NY, 1973, pp 381-391 |
| 2) | The Economy and the Youth Market Technological Change Changes in the way we consume | Reading: George Ritzer, “The Revolution in Consumption and the Larger Society”, Enchanting a Disenchanted World, Pine Forge, London, 2010, pp 23-45 |
| 3) | The relationship between culture and economy Advertising as a transformative institution The practice of advertising and the new “cultural economy” | Reading: Liz McFall, “The Hybridization of culture and economy”, Advertising: A Cultural Economy, Sage, London, 2004, pp 61-88 |
| 4) | History of Globalization The Rise of Multinational Corporation Spreading images of “Good Life” Advertising and Culture Assignment Due | Reading: Katherine Toland Frith & Barbara Mueller, “Advertising and Culture”, Advertising and Societies, Lang, NY, 2007, pp 1-54 |
| 5) | Political Ideology of Consumption Commercializing Expression Consumption and Social Change | Reading: Stuart Ewen, “The Political Ideology of Consumption”,Captains of Consciousness, Basic Books, NY, 2001, pp 51-109 |
| 6) | The move to specification: Market Segmentation Advertising and the domain of meaning Gender and advertising The Codes of Marketplace and Commodity Fetishism | Reading: Sut Jhally, “The Codes of Audience”, The Codes of Advertising, Routledge, London, 1990, pp 122-172 |
| 7) | Midterm | The first six weeks readings, discussions and lecture notes should be reviewed |
| 8) | Social Effects and Hidden Effects of Advertising Effects Model Culture Jamming So “why” does it sell? | Reading: Marcel Danesi, “Advertising and Society”, Why It Sells, Rowman&Littlefield, Lanham, 2008, pp 175-194 |
| 9) | Testing the limits of conventional advertising: The Benetton Affair | Reading: Pasi Falk, “The Benetton-Toscani Effect”, Buy This Book, Routledge, NY, 1997, pp 64- 83 |
| 10) | Commodity Bricolage Examples from Jeans Market Photographic Hyperrealism Levi’s and the art of Corporate Bricolage | Reading: Robert Goldman, “Levi’s 501s and the Knowing Wink: Commodity Bricolage”, Reading Ads Socially, Routledge, NY, 2000, pp 173-201 |
| 11) | Presentations | The student will conduct extensive research on a topic assigned by the instructor and prepare a presentation she/he will make in class |
| 12) | Presentations | The student will conduct extensive research on a topic assigned by the instructor and prepare a presentation she/he will make in class |
| 13) | Presentations | The student will conduct extensive research on a topic assigned by the instructor and prepare a presentation she/he will make in class |
| 14) | Presentations | The student will conduct extensive research on a topic assigned by the instructor and prepare a presentation she/he will make in class |
| 15) | Presentations | The student will conduct extensive research on a topic assigned by the instructor and prepare a presentation she/he will make in class |
| Course Notes / Textbooks: | • Nicholas Holm, Advertising and Consumer Society: A critical Introduction (2017), Palgrave,London. |
| References: | Adbusters AdFlip.com. Advertising Bibliographies Commercial Closet False Advertising Media Awareness Network Zap a Vision AdCritic |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 10 | % 10 |
| Homework Assignments | 1 | % 20 |
| Presentation | 1 | % 10 |
| Midterms | 1 | % 20 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 12 | 3 | 36 |
| Study Hours Out of Class | 17 | 3 | 51 |
| Presentations / Seminar | 2 | 5 | 10 |
| Homework Assignments | 3 | 5 | 15 |
| Midterms | 1 | 7 | 7 |
| Final | 1 | 10 | 10 |
| Total Workload | 129 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To be able to examine, interpret data and assess ideas with the scientific methods in the area of EU studies. | 2 |
| 2) | To be able to inform authorities and institutions in the area of EU studies, to be able to transfer ideas and proposals supported by quantitative and qualitative data about the problems. | 2 |
| 3) | To be introduced to and to get involved in other disciplines that EU studies are strongly related with (political science, international relations, law, economics, sociology, etc.) and to be able to conduct multi-disciplinary research and analysis on European politics. | 3 |
| 4) | To be able to evaluate current news on European Union and Turkey-EU relations and identify, analyze current issues relating to the EU’s politics and policies. | 2 |
| 5) | To be able to use English in written and oral communication in general and in the field of EU studies in particular. | 1 |
| 6) | To have ethical, social and scientific values throughout the processes of collecting, interpreting, disseminating and implementing data related to EU studies. | 1 |
| 7) | To be able to assess the historical development, functioning of the institutions and decision-making system and common policies of the European Union throughout its economic and political integration in a supranational framework. | 2 |
| 8) | To be able to evaluate the current legal, financial and institutional changes that the EU is going through. | 2 |
| 9) | To explain the dynamics of enlargement processes of the EU by identifying the main actors and institutions involved and compare previous enlargement processes and accession process of Turkey. | 2 |
| 10) | To be able to analyze the influence of the EU on political, social and economic system of Turkey. | 2 |
| 11) | To acquire insight in EU project culture and to build up project preparation skills in line with EU format and develop the ability to work in groups and cooperate with peers. | 2 |
| 12) | To be able to recognize theories and concepts used by the discipline of international relations and relate them to the historical development of the EU as a unique post-War political project. | 3 |