MEDICINE
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

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.

Basic information

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.

Learning Outcomes

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.

Course Content

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

Weekly Detailed Course Contents

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

Sources

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

Evaluation System

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

ECTS / Workload Table

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

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Integrates the knowledge, skills and attitudes acquired from basic and clinical medical sciences, behavioral sciences and social sciences, and uses them in health service delivery.
2)	In patient management, shows a biopsychosocial approach that takes into account the socio-demographic and sociocultural background of the individual, regardless of language, religion, race and gender.
3)	In the provision of health services, prioritizes the protection and development of the health of individuals and society.
4)	Taking into account the individual, societal, social and environmental factors affecting health; does the necessary work to maintain and improve the state of health.
5)	By recognizing the characteristics, needs and expectations of the target audience, provides health education to healthy/sick individuals and their relatives and other healthcare professionals.
6)	Shows a safe, rational and effective approach in health service delivery, prevention, diagnosis, treatment, follow-up and rehabilitation processes.
7)	Performs invasive and/or non-invasive procedures in diagnosis, treatment, follow-up and rehabilitation processes in a safe and effective way for the patient.
8)	Provides health services by considering patient and employee health and safety.
9)	In the provision of health services, takes into account the changes in the physical and socioeconomic environment on a regional and global scale, as well as the changes in the individual characteristics and behaviors of the people who apply to it.
10)	Takes good medical practice into account while carrying out his/her profession.
11)	Fulfills its duties and obligations within the framework of ethical principles, rights and legal responsibilities required by its profession.
12)	Demonstrates decisive behavior in providing high-quality health care, taking into account the integrity of the patient.
13)	Evaluates his/her performance in his/her professional practice by considering his/her emotions and cognitive characteristics.
14)	Advocates improving the provision of health services by considering the concepts of social reliability and social responsibility for the protection and development of public health.
15)	Can plan and carry out service delivery, training and consultancy processes related to individual and community health in cooperation with all components for the protection and development of health.
16)	Evaluates the impact of health policies and practices on individual and community health indicators and advocates increasing the quality of health services.
17)	The physician attaches importance to the protection of his/her own physical, mental and social health, and does what is necessary for this
18)	Shows exemplary behavior and leads the healthcare team during service delivery.
19)	Uses resources cost-effectively, for the benefit of society and in accordance with the legislation, in the planning, implementation and evaluation processes of health services in the health institution he/she is the manager of.
20)	Establishes positive communication within the health team it serves and assumes different team roles when necessary.
21)	Is aware of the duties and responsibilities of the health workers in the health team and acts accordingly.
22)	In the professional practices, works in harmony and effectively with the colleagues and other professional groups.
23)	Communicates effectively with patients, their relatives, healthcare professionals, other professional groups, institutions and organizations.
24)	Communicates effectively with individuals and groups that require a special approach and have different socio-cultural characteristics.
25)	In the diagnosis, treatment, follow-up and rehabilitation processes, shows a patient-centered approach that associates the patient with the decision-making mechanisms.
26)	Plans and implements scientific research, when necessary, for the population it serves, and uses the results and/or the results of other research for the benefit of the society.
27)	Reaches and critically evaluates current literature knowledge about his/her profession.
28)	Applies the principles of evidence-based medicine in clinical decision making.
29)	Uses information technologies to increase the effectiveness of its work on health care, research and education.
30)	Effectively manages individual work processes and career development.
31)	Demonstrates skills in acquiring and evaluating new knowledge, integrating it with existing knowledge, applying it to professional situations and adapting to changing conditions throughout professional life.
32)	Selects the right learning resources to improve the quality of the health service it offers, organizes its own learning process