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 |
|
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 |