| Language of instruction: |
English |
| Type of course: |
Non-Departmental Elective |
| Course Level: |
Bachelor’s Degree (First Cycle)
|
| Mode of Delivery: |
Face to face
|
| Course Coordinator : |
Assist. Prof. ENİSA MEDE |
| Course Lecturer(s): |
Prof. Dr. KENAN DİKİLİTAŞ
|
| Recommended Optional Program Components: |
None |
| Course Objectives: |
Written and spoken English-language texts will serve as a foundation for exploration into the elements that determine meaning, tone, rhetoric and strength of expression. Students, too, will produce original spoken and written texts that highlight their understanding of these topics. A variety of readings will expose students to various genres and registers. In addition, the course will draw students’ attention to the use of language in advertising, media, politics to engender specific outcomes and shape cultural values. |
| Week |
Subject |
Related Preparation |
| 1) |
Course Introduction;
Critical Reading |
Escholz, Rosa, Clark pp. 116-123: The Prescriptive Tradition by David Crystal |
| 2) |
Writing for an audience |
Escholz, Rosa, Clark pp. 139-143: Linda Flower |
| 3) |
Contrastive Rhetoric and Language Teaching |
Kaplan, Robert B. (1966). Cultural thought patterns in inter-cultural education. Language Learning, 18, 1-20.
Contrastive Rhetoric in Applied Linguistics (Conner & Long Chapter 2)
|
| 4) |
Discourse analysis through the Discourse Matrix |
Mackie, A. & Bullock, C. (1990). Discourse matrix: A practical tool for ESL writing teachers. TESL Canada Journal/Revue TESL du Canada 8, 1, 67-76. |
| 5) |
Contrastive Rhetoric through the years: from Kaplan to the present day |
Historical Evaluation of Contrastive Rhetoric (Conner & Long Chapter 3) |
| 6) |
Contrastive Rhetoric and the Field of Rhetoric and Composition |
Conner & Long Chapter 4
|
| 7) |
Writing: the Transaction |
Escholz, Rosa, Clark pp. 144-154 |
| 8) |
Language and culture |
The Language-Culture Connection (Escholz, Rosa, Clark pp. 309-337);
A Mosaic of Cultures in Language (Escholz, Rosa, Clark pp. 338-396) |
| 9) |
Personal Names: Making Family Connections |
Escholz, Rosa, Clark pp. 179-214 |
| 10) |
The Nature of Prejudicial Language |
Escholz, Rosa, Clark pp. 243-271 |
| 11) |
Language, Race, and Gender |
Escholz, Rosa, Clark pp. 272-308 |
| 12) |
The Language of Politics |
Escholz, Rosa, Clark pp. 525-553 |
| 13) |
Jargon, Political Correctness, Doublespeak and Euphemism |
Escholz, Rosa, Clark pp. 465-524 |
| 14) |
The Language of Advertising |
Escholz, Rosa, Clark pp. 565-608 |
| |
Program Outcomes |
Level of Contribution |
| 1) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.
|
2 |
| 2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
|
2 |
| 3) |
To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
|
2 |
| 4) |
To be able to analyze primary and secondary research data for a variety of products and services.
|
2 |
| 5) |
To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.
|
2 |
| 6) |
To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)
|
2 |
| 7) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.
|
3 |
| 8) |
To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.
|
2 |
| 9) |
To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
|
2 |
| 10) |
To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
|
2 |
| 11) |
To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)
|
2 |
| 12) |
To be able to identify and meet the demands of learning requirements.
|
2 |
| 13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
2 |
BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
