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
ADV4659	From Traditional to Digital Advertising and Media Ethics	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:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assist. Prof. GÜL ŞENER
Course Objectives:	The course examines ethical issues related to advertising and media practices. The aim of the course is to examine the philosophical and practical approaches to understanding the issue of ethics and the dilemmas in the field of advertising and media. In addition to teaching students the meaning of the concept of ethics, tthis course also aims to answer questions such as : "Are some practices in advertising unethical?", "What can be done to recognize, define, evaluate, and prevent unethical practices? What are the effects of unethical actions in the media on society? "

Learning Outcomes

The students who have succeeded in this course;
1) To learn the ethical theories and concepts related to the fields of advertising and media,
2) To gain knowledge of media ethics in both traditional and digital advertising,
3) To have knowledge and understanding about ethical values,
4) To have knowledge about ethical concepts, competencies, dilemmas and professional roles in traditional advertising,
"5) To have knowledge about ethical concepts, competencies, dilemmas and professional roles in digital advertising,
"
6) To evaluate the economic, legal and social issues from an ethical point of view that defines the complex interactions between advertising and the individual,
7) To define ethics in advertising by exploring beliefs about human nature, ethical principles, and industry.
8) To learn the methods of recognizing and evaluating ethical problems and ethical codes in society
9) To be aware of ethical and unethical practices in both traditional and digital media and advertisements,
10) To question and develop beliefs about ethical responsibilities as individuals and future advertisers,

Course Content

Definition of Ethics, Media Ethics, Advertising Ethics, Analysis of Ethics in Traditional Advertising Concept, Analysis of Ethics in Digital Advertising, Analysis of Ethical and Unethical Practices in the Advertising Sector, Relationship between Advertising and Media, Laws and Regulations Restricting Advertising Ethically, Media and Regulations of Minority Groups Representation in Advertising Spaces, Stereotypes in Media and Advertising

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction
2)	The Importance of Ethical Behavior and the Place of Advertising Ethics in the 21st Century
3)	The Relationship Between Advertising Ethics and Economy
4)	Advertising Ethics and Media
5)	Midterm
6)	Ethical Regulatory Issues and Laws Related to the Advertising Field and Media Field
7)	Advertising Ethics and Copyright Regulation
8)	Advertising Ethics and Brand Regulations
9)	Midterm
10)	Ethical Issues in Media and Advertising: Minority Groups and Gender-Based Representation and Stereotypes
11)	Ethical Issues in Media and Advertising: Advertisements for Children
12)	Ethical Issues in Media and Advertising: Advertisements About Tobacco Products
13)	Socially Responsible Advertising Concept and Case Studies II
14)	Socially Responsible Advertising Concept and Case Studies II

Sources

Course Notes / Textbooks:	"Sheehan, Kim (2014), Controversies in Contemporary Advertising, Thousand Oaks, CA: Sage Publications."
References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 30
Final	1	% 70
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 30
PERCENTAGE OF FINAL WORK		% 70
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	12	3	36
Study Hours Out of Class	12	7	84
Homework Assignments	1	0	0
Midterms	2	4	8
Final	1	4	4
Total Workload			132

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.	3
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.	1
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
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.	3
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)	1
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.	2
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.	4
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.	1
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)	4
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.	5