PHOTOGRAPHY AND VIDEO
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
ADV3644	Advertising and Popular Culture	Spring Fall	3	0	3	5

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:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi HANDE BİLSEL
Course Lecturer(s):	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;
At 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

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.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Orientation
2)	Why study advertising? Discussion of the various reasons why advertising matters in shaping of society and consumption
3)	The history of advertising: Contexts, transformations and continuity
4)	Analysing advertisements: Form, semiotics and ideology
5)	Advertising, capitalism and ideology Consumer society and the magic system Selling capitalism
6)	Advertising commodities and commodity fetishism The life cycle of the commodit
7)	Midterm
8)	Audiences for sale: Quantification, segmentation and personalization Conspicuous consumption From nishification to personalization
9)	Advertising agencies: Organization, agency and internal conflict Agency as form of chaos
10)	Advertising as art: From creativity to critique Advertising changing the world The stakes of advertising as ar
11)	Assignment topic presentations
12)	Empowering consumers: Engagement, interpretation and resistance What does the audience get from advertising? Active audiences online Activist resistance to advertising
13)	The politics of advertising: Capitalism, resistance and liberalism The power of advertising
14)	Chapter reviews and total wrap up

Sources

Course Notes / Textbooks:	Nicholas Holm, Advertising and Consumer Society: A critical Introduction (2017), Palgrave,London.
References:	Other required readings will be uploaded to students via Itslearning. Diğer gerekli okumalar Itslearning üzerinden yüklenecektir.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 40
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	14	6	84
Midterms	1	3	3
Final	1	3	3
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)	Knowledge of photographic and video media and ability to use basic, intermediate and advanced techniques of these media.
2)	Ability to understand, analyze and evaluate theories, concepts and uses of photography and video.
3)	Ability to employ theoretical knowledge in the areas of the use of photography and video.
4)	Familiarity with and ability to review the historical literature in theoretical and practical studies in photography and video.
5)	Ability in problem solving in relation to projects in photography and video.
6)	Ability to generate innovative responses to particular and novel requirements in photography and video.
7)	Understanding and appreciation of the roles and potentials of the image across visual culture
8)	Ability to communicate distinctively by means of photographic and video images.
9)	Experience of image post-production processes and ability to develop creative outcomes through this knowledge.
10)	Knowledge of and ability to participate in the processes of production, distribution and use of photography and video in the media.
11)	Ability to understand, analyze and evaluate global, regional and local problematics in visual culture.
12)	Knowledge of and ability to make a significant contribution to the goals of public communication.
13)	Enhancing creativity via interdisciplinary methods to develop skills for realizing projects.
14)	Gaining general knowledge about the points of intersection of communication, art and technology.