ADVERTISING | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ADV3638 | Special Topics on Advertising | Fall Spring |
3 | 0 | 3 | 5 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Language of instruction: | English |
Type of course: | 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 will review the latest debates and hot issues as well as key issues and controversies that the advertising industry has started to solve and will get the students involved in real time case studies. |
The students who have succeeded in this course; I. Define main topics, discourses, hot debates and controversies in the area II. Recognize advertising, its supporters and its critiques III. Recognize Consumer Culture and the Savvy Consumer IV. Discuss Persuasive Content and Subliminal Messages V. Delienate the relationship between advertising content/strategy and children VI. Recognize types of controversial advertising VII.Recognize forms of online advertising and social media VIII. Analyze stereotypes in advertising IX. Delienate political advertising and social responsibility issues X. Recognize use of puffery in advertising |
The course includes the analysis of advertising with the main topics such as consumption culture, persuasion, product placement, child usage, social media. |
Week | Subject | Related Preparation |
1) | Giriş: Ana konu başlıklarının, bağlamların ve tartışmaların genel hatlarıyla ele alınması | |
2) | Reklamcılık, Destekçileri ve Eleştiriler | Reading Chapter 1 from Kim Sheenan's book Controversies in Contemporary Advertising |
3) | Consumer Culture and the Savvy Consumer and Shopping Through Life | Reading Chapter 2 from Kim Sheenan's book Controversies in Contemporary Advertisising |
4) | Persuasive Content and Subliminal Messages | Reading Chapter 5 from Kim Sheenan's book Controversies in Contemporary Advertising |
5) | Advertising to Children | Reading Chapter 10 from Kim Sheenan's book Controversies in Contemporary Advertising |
6) | Controversial Advertising | Reading Chapter 11 from Kem Sheenan's book Controversies in Contemporary Advertising |
7) | Advertising and Product Placement | Reading Chapter 7 from Carol J. Pardun's book Advertising and Society |
8) | Alcohol and Tobacco Advertising | Reading Chapter 12 from Kim Sheenan's book ontroversies in Contemporary Advertising |
9) | Political Advertising | Reading Chapter 14 from Kim Sheenan's book Controversies in Contemporary Advertising |
10) | Online Advertising and Social Networks | Reading Chapter 16 from Kim Sheenan's book Controversies in Contemporary Advertising |
11) | Advertising and Stereotypes | Reading Chapter 9 from Carol J. Pardun's book Advertising and Society |
12) | Advertising and Puffery | Reading Chapter 11 from Carol J. Pardun's book Advertising and Society |
13) | Advertising and Social Responsibility | Reading Chapter 12 from Carol J. Pardun's Advertising and Society |
14) | Presentations | The students will conduct research upon a topic which will be assigned to the student by the instructor and prepare a presentation on this topic. |
15) | Presentations | The students will conduct research upon a topic which will be assigned to the student by the instructor and prepare a presentation on this topic. |
16) | Presentations | The students will conduct research upon a topic which will be assigned to the student by the instructor and prepare a presentation on this topic. |
Course Notes / Textbooks: | Carol J. Pardun, Advertising and Society, Wiley-Blackwell, 2009. Kim Sheenan, Controversies in Contemprary Advertising, Sage, 2004. |
References: | Mara Einstein, Advertising: What everyone needs to know, Oxford, 2017 |
Semester Requirements | Number of Activities | Level of Contribution |
Homework Assignments | 2 | % 20 |
Midterms | 1 | % 20 |
Final | 1 | % 60 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 40 | |
PERCENTAGE OF FINAL WORK | % 60 | |
Total | % 100 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 14 | 3 | 42 |
Study Hours Out of Class | 14 | 5 | 70 |
Homework Assignments | 2 | 6 | 12 |
Midterms | 1 | 3 | 3 |
Final | 1 | 3 | 3 |
Total Workload | 130 |
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. | 4 |
2) | To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising. | 4 |
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. | 2 |
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. | 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) | 4 |
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. | 2 |
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. | 4 |
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. | 2 |
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) | 1 |
12) | To be able to identify and meet the demands of learning requirements. | |
13) | To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession. | 4 |