ADVERTISING
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
ADV3621	Ad Design I	Fall	2	2	3	11

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi ŞAFAK ŞAHİN
Recommended Optional Program Components:	None
Course Objectives:	This course aims at providing the students with an ability to use the required graphics design programs (Adobe Photoshop and Adobe lllustrator), and a skill to plan and implement all the creative process according to the brief in hand. Another goal of the course is the training of advertisers of the next and the new age, with a skill to use the media of the new age, creation of alternative channels and the necessary application techniques.

Learning Outcomes

The students who have succeeded in this course;
1) Students will be able to sense basic principles of design concept and design theories.
2) Students will be able to comprehend differences between Visual Communication Design, Graphic Design and Advertising Design.
3) Students will be able to interprets concepts about perception and persuasion in Visual Communication Design.
4) Students will be able to comprehend color concept in Design.
5) Students will be able to comprehend basic approaches of Graphic Design and Advertising Design.
6) Students will be able to use Adobe Illustrator vectorel drawing software.
7) Students will be able to use Adobe Photoshop image processing software.

Course Content

Students will be able to realize unique design samples about classic, contemporary design within the framework basic design, visual communication design and advertising design principles.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Visual Communication and Design, Design elements and design principles. Practice: Using Adobe Illustrator Menus & Toolbox: Drawing tools, objects and object attributes (Drawing basic geometric shapes with Illustrator)
2)	Visual Communication and writing. Comprehension, measures of perception, relations of recalling in visual communication. Practice: Adobe Illustrator for freeform drawing: (Creating a composition with geometric objects and a silhouette)
3)	Visual Communication Design and Colour Practice: Drawing and coloring with Illustrator: (Drawing a character from TV Show Southpark) Deadline for 1st Homework (Basic design elements on Streets)
4)	Visual perception and principles of Gestalt Theory: Figure-Background, balance, relations between structure features of image and their symbolising forms and the principle of appropriateness of the meanings. Practice: Drawing and coloring with Adoe Illustrator: (Drawing a character from TV Show Southpark)
5)	Gestalt Theory and composition: Perceptional groupings, identical images different images and symbolising. Practice: Using text and graphics to design a poster composition:
6)	Writing and graphic design. Graphic Design principles. Practice: Using text and image and masking function on Illustrator
7)	Writing and graphic design. Graphic Design principles. Deadline for 2nd Homework: (Compositions from geometric objects on Streets)
8)	Using Adobe Photoshop: Interface and tools: Cropping tools, text tool and Layer Concept on Photoshop (Image Manipulation)
9)	Colour models: HSL Model, additive and subtractive colour models, digitalizing colours Practice: Using Adobe Photoshop: Tools and commands Layer Style and Layer Mode functions
10)	Practice: Using Adobe Photoshop: Tools and commands Layer Style and Layer Mode functions Deadline for 3rd Homework. (Different Layout formats)
11)	Using Adobe Photoshop: Commands and effects Color Correction on Photoshop Practice: Advertising product sample: Poster Design
12)	Using Adobe Photoshop: Layer Masking and color blending (Recoloring a black and white photo) Practice: Advertising product sample: Poster Design
13)	What is 3D? 3D applications on Computer graphics. Using Adobe Photoshop: 3D Typography, Smart Object and Action Functions. Practice: Advertising product sample: Brochure Design
14)	Practice: Print Advertisement sample. Deadline for 4th Homework. (Print Advertisement Sample)

Sources

Course Notes / Textbooks:	• Advertising Design and Typography, Alex White (Allworth Press-2006) • Cutting Edge Advertising, Jim Aitchison (Practice Hall-2004) • Advertising Principles and Practice, Sandra E. Moriarty (Pearson Education-2009)
References:	• Communication Arts Magazine • Novum Magazine • Gallery Magazine

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Homework Assignments	2	% 20
Midterms	2	% 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	14	3	42
Study Hours Out of Class	14	15	210
Homework Assignments	2	6	12
Midterms	2	6	12
Final	1	4	4
Total Workload			280

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)	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.	3
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.	3
4)	To be able to analyze primary and secondary research data for a variety of products and services.	1
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.	4
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.	1
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.	4
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)	5
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.	3