| ADVERTISING | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV2615 | Persuasion | Fall | 3 | 0 | 3 | 7 |
| Language of instruction: | English |
| Type of course: | Must Course |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. YEŞİM ULUSU |
| Course Lecturer(s): |
Assoc. Prof. GÜL ŞENER |
| Recommended Optional Program Components: | None |
| Course Objectives: | The main objective of the course is to provide students with a solid grounding in theories, principles, and strategies of social influence and persuasion as they apply to everyday contexts in which influence attempts take place. We'll explore this subject from a scientific and psychological perspective. We'll learn basic, effective persuasion tactics that are effective in changing attitudes and behaviors in a variety of situations. Students should gain familiarity with findings from empirical investigations on persuasion, social influence, and compliance gaining, and will learn about strategies and techniques of persuasion relating to a wide variety of real-life communication contexts, situations. and settings. |
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The students who have succeeded in this course; Upon the completion of this course, students will be able to: 1. Develop a basic understanding of persuasion as a communication tool and its boundaries; 2. Identify key theories of persuasion; 3. Explain how cognitive processing of persuasive messages occur; 4. Describe an attitude, its structure and its functions; 5. Develop competencies in understanding psychological dynamics behind the acceptance of a persuasive message; 6. Assess the effects of confirmity and influence in groups and how they apply to persuasion; 7. Identify the concept compliance gaining and how it can be achieved in various communication contexts; 8. Explain the main components of the concept of credibility and understand its centrality for brand communication; 9. Identify persuasive tactics used in advertising and marketing. |
| This course will cover the basic persuasion theories. Also as foundations of these theories, belief, attitude, behavior related theories will be examined. |
| Week | Subject | Related Preparation |
| 1) | Orientation • Meet-up • Syllabus Review • Course requirements | |
| 2) | What constitutes persuasion? - Definition of persuasion and limiting criteria | Students are expected to read Chapter 1-2 before attending the online class |
| 3) | What constitutes persuasion? - The Elaboration Likelihood Model - The Heuristic Systematic Model - The Unimodel of Persuasion | |
| 4) | Attitudes and Consistency - What is an attitude? - Basic functions of attitudes (Katz) | Students are expected to read Chapter 3 before attending the online class |
| 5) | Attitudes and Consistency - The Reasoned Action Approach | |
| 6) | Attitudes and Consistency - Psychological Consistency - Cognitive Dissonance Theory | |
| 7) | Credibility - Defining credibility - Primary and secondary dimensions of credibility -The sleeper effect | Students are expected to read Chapter 4 before attending the online class |
| 8) | MIDTERM | |
| 9) | Conformity and Influence in Groups - Conformity as persuasion - Identification and reference groups - Deindividuation, social loafing, and social facilitation | Students are expected to read Chapter 6 before attending the online class |
| 10) | Structuring and ordering persuasive messages - Gain-framed vs. loss-framed messages - Quantity vs. quality of arguments - Repetition and mere exposure | Students are expected to read Chapter 9 before attending the online class |
| 11) | Structuring and ordering persuasive messages - Primacy and recency effects - Inoculation, Message Sidedness and Forewarning | |
| 12) | Compliance Gaining - Definition - Situational factors affecting compliance gaining behavior | Students are expected to read Chapter 10 before attending the online class |
| 13) | Motivational Appeals - Logical and Emotional Appeals - Fear appeals - Humorous appeals | Students are expected to read Chapter 13 before attending the online class |
| 14) | Motivational Appeals - Sex appeals - Pride and Patriotism - Ingratiation |
| Course Notes / Textbooks: | Required reading : Persuasion, Social Influence, and Compliance Gaining (Fourth Edition) Jennifer Acosta-Licea (California State University, Fullerton) Robert H. Gass (California State University, Fullerton) John S. Seiter (Utah State University) |
| References: | Recommended reading: 1. Türkleri İkna Etmenin İncelikleri (Mehmet Auf) Kapital Kitapları 2. Kelimelerle İkna Etmenin Yolları (Joe Vitale) MediaCat Kitapları 3. Sözlü Dövüş Kibarca İkna Sanatı (Jerry B. Jenkins, George Thompson) Koridor Yayıncılık 4. İknanın Psikolojisi (Robert B. Cialdini; Çeviren: Fevzi Yalım) MediaCat Kitapları 5. Başkalarını Sizin Gibi Düşünmeye Nasıl İkna Edersiniz? (Kevin Hogan) 6. Evet! İkna Etmenin Bilimsel Olarak Kanıtlanmış 50 yolu 7. (İbrahim Şener) |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Quizzes | 4 | % 10 |
| Homework Assignments | 2 | % 20 |
| 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 | 13 | 3 | 39 |
| Study Hours Out of Class | 13 | 6 | 78 |
| Presentations / Seminar | 6 | 3 | 18 |
| Homework Assignments | 2 | 5 | 10 |
| Quizzes | 4 | 4 | 16 |
| Midterms | 1 | 4 | 4 |
| Final | 1 | 4 | 4 |
| Total Workload | 169 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media | 2 |
| 2) | To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management | |
| 3) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | |
| 4) | To be able to follow and interpret innovations in the field of advertising | |
| 5) | To demonstrate a scientific perspective in line with the topics they are curious about in the field. | |
| 6) | To address and solve the needs and problems of the field through the developed scientific perspective | |
| 7) | To recognize and understand all the dynamics within the field of advertising | |
| 8) | To analyze and develop solutions to problems encountered in the practical field of advertising |