FILM AND TELEVISION
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
ADV3615	Storytelling in Advertising	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 GÜL ŞENER
Course Lecturer(s):	Dr. Öğr. Üyesi GÜL ŞENER Instructor NEŞE MESUTOĞLU KIRIM
Recommended Optional Program Components:	None
Course Objectives:	No brand in today's markeplace can survive without a resonating story to tell to its consumers. Succesful stories communicate the underlying value of brands in a meaningful, emotional and compelling way. The main objective of this course is to examine the relationship between branding and storytelling and to provide students with the fundamentals of storytelling in advertising with a strategic approach.

Learning Outcomes

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 the role storytelling plays in reaching key target consumers to communicate brands' worldview and values;
2. Identify key mechanisms through which storytelling help brands to develop effective communication campaigns,
3. Develop competencies in understanding the main components of storytelling and how they apply to advertising;
4. Explain how brand mythologies are developed;
5. Identify the processes cultural branding involves and the ways through which culturally powerful brand myths are created.

Course Content

This course involves the practice of storytelling in terms of brand building.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Orientation	• Meet-up • Syllabus Review • Course requirements
2)	Storytelling in advertising	Required readings from the course reader
3)	Storytelling and persuasion	Required readings from the course reader
4)	Understanding a story • Narrative Thinking	Required readings from the course reader
5)	Living a story: • Transportation Theory Homework assignment 1	Required readings from the course reader
6)	Basic elements of storytelling: 1- Message 2- Conflict 3- Characters 4- Plot	Required readings from the course reader
7)	Basic elements of storytelling: 1- Message 2- Conflict 3- Characters 4- Plot	Required readings from the course readerk.
8)	Midterm Exam
9)	Hero’s Journey in Narrative Advertising	Required readings from the course reader
10)	Inadequacy Marketing vs. Empowerment Marketing Homework 2	Required readings from the course reader
11)	Constructing a brand mythology • Sacred belief / brand worldview • Brand agent • Brand narrative • Brand culture
12)	Constructing a brand mythology • Sacred belief / brand worldview • Brand agent • Brand narrative • Brand culture
13)	Perceptual elements of a brand and brand mythology
14)	Cultural Branding and Holt’s Myth Market Approach
14)	When storytelling becomes dialogue - Letting the customers become part of the story - Convergence and interaction - Video storytelling and Youtube	Required readings from the course reader

Sources

Course Notes / Textbooks:

• Storytelling: Branding in Practice, Klaus Fog/Christian Budtz/Barış Yakaboylu
• How brands become icons by Douglas Holt (Publication in Turkish is available)
• Winning the story wars: Why those who tell - and live - the best stories will rule the future / Jonah Sachs (Publication in Turkish is available)
• The Hero with a thousand faces by Joseph Campbell (Publication in Turkish is available)

You can access these books in Bahçeşehir University Library.

References:

Supplementary readings will be provided.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	2	% 30
Midterms	1	% 30
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	13	3	39
Study Hours Out of Class	13	6	78
Homework Assignments	2	3	6
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)	Being familiar to the main concepts and methods of the social sciences and the fine arts devoted to understanding the world and the society	4
2)	Having comprehensive knowledge regarding different media and branches of art	3
3)	Knowing the historical background of audio-visual moving images in the world and in Turkey and keeping pace with the new developments in the area	1
4)	Having a good command of the language and the aesthetics of audio-visual moving images in the world and in Turkey	1
5)	Being able to create a narrative that could be used in a fiction or a non-fiction audio-visual moving image product	2
6)	Being able to write a script ready to be shot	2
7)	Having the skills to produce the photoboard of a script in hand and to shoot the film using the camera, the lights and other necessary equipment
8)	Being able to transfer the footage of a film to the digital medium, to edit and do other post-production operations
9)	Being able to create a documentary audio visual moving image from the preliminary sketch stage to shooting, editing and post-production stages
10)	Being able to produce an audio visual moving image for television and audio products for radio from preliminary stages through shooting and editing to the post-production stage
11)	Being culturally and theoretically equipped to make sense of an audio-visual moving image, to approach it critically with regard to its language and narration and being able to express his/her approach in black and white	3
12)	Having ethical values and a sense of social responsibility	5