| ADVERTISING | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV2627 | Advertising History | Fall | 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 : | Assoc. Prof. EDA ÖZTÜRK |
| Course Lecturer(s): |
Instructor HAKKI HAKAN MISIRLIOĞLU |
| Recommended Optional Program Components: | None |
| Course Objectives: | This course teaches the role of advertising in contemporary society as an economic force and a form of cultural representation, and the social implications of the role of consumerism in contemporary society. The objectives are to understand the history of advertising in the world and investigate the changing strategies that have been used by advertisers from the 19th century to the 21st. It will be conducted mainly by screenings of print and TV advertising products focused on the significant moments in advertising history. |
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The students who have succeeded in this course; Learning Outcomes 1. Discuss the functions advertising performs in a free market. 2. Show how economics has affected the growth of advertising. 3. Study of origins of advertising and its consolidation in western countries and also in Turkey. 4. Identify important milestones in the history of advertising. 5. Investigates the changing strategies that have been used by advertisers from the 19th to the 21st centuries. 6. Discuss how the role of advertising has changed in recent years. 7. Become familiar with international advertising practices. |
| This course teaches the history of advertising in the world and Turkey. Investigates the changing strategies that have been used by advertisers from the 19th to the 21st centuries.Topics include the important milestones in the history of advertising and Turkish advertising. Teaching Methods: Lecture, Case Study, Individual Study, Group Study. |
| Week | Subject | Related Preparation |
| 1) | Derse giriş. Konuların sunumu. | |
| 2) | The Origins of Advertising and Early Advertising Agencies. Principles of Free Market Economics and The Evolution of Advertising as an Economic Tool. | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.13-69. Video to watch: Harvard Business Review: Common Digital Miscommunications — and How to Avoid Them https://www.youtube.com/watch?v=LoZ5zBxo1OE&t=10s |
| 3) | 1900-1944 / The Early Steps of Modern Advertising: J.Walter Thompson, Y&R. | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.71-121. Video to watch: Harvard Business Review: I Tried Three Popular Productivity Methods and This is What I Learned https://www.youtube.com/watch?v=LaCXmw6vwfc |
| 4) | 1944-1980 / Madison Avenue and First Turkish Ad Agencies. 60’s: Tv Revolution. Bill Bernbach ve “Think Small”, Leo Burnett “Marlboro Man”. | 1944-1980 / Madison Avenue and Creative Revolution: David Ogilvy, Bill Bernbach ve “Think Small”, Leo Burnett “Marlboro Man”. |
| 5) | 1944-1980 / First Turkish Ad Agencies: Eli Acıman, Necip Akar, Reklam Moran, İstanbul Reklam | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.163-255. Documentary to Watch: Eli Acıman https://www.youtube.com/watch?v=lKV-RKIXPs8 |
| 6) | 1944-1980 / Madison Avenue and Creative Revolution: Wells Rich Greene, Ally & Gargano | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.265-323. Documentary to watch: Art &Copy https://www.youtube.com/watch?v=Pm4eQvFSGNE&t=3s |
| 7) | The Creative Revolution of British Advertising 1960-1980: Collett Dickenson Pearce (CDP) Boase Massimi Pollitt (BMP) Saatchi&Saatchi | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.325-358. Documentary to watch: The Men From The Agency - BBC https://www.youtube.com/watch?v=VuxrlS3bnmE |
| 8) | Midterm | |
| 9) | 1980-1990 Globalization, Consolidation and The Changing Face of Media: Omnicom, WPP, Interpublic, Havas, Publicis. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.9-74. |
| 10) | Advertising Industry 1980-1990: John Hegarty, David Abbott, Lee Clow “1984” & SuperBowl. Nike & Michael Jordan. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.75-120. Interview to Watch: Creating Icons: Lee Clow at TEDxChapmanU https://www.youtube.com/watch?v=7jq7Gj09wcA |
| 11) | 1990-2000 Marlboro Friday. Internet Revolution and The Changing Face of Advertising. Calvin Klein Jeans, Levi’s. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.121-155. |
| 12) | 1990-2000 / First Private Tv Channels in Turkey. Turkish Advertising Industry in 90’s. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, s.156-196. |
| 13) | 2000-2010 / Digitization and Evolution of Advertising. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.197-235. |
| 14) | The Future of Advertising. | David Droga: The Future of Advertising and What It Will Take to Succeed | Inc. https://www.youtube.com/watch?v=wpbtYtP-1Xk |
| Course Notes / Textbooks: | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, Thames & Hudson, First Edition, 2011. (Turkish Edition: Reklam Zekayı Sihre Dönüştürmek, John Hegarty, MediaCat Yayınları) The King of Madison Avenue David Ogilvy, Kenneth Roman, St. Martin’s Press. (Turkish Edition: Reklam Dünyasının Kralı David Ogilvy, Kenneth Roman, MediaCat Yayınları) |
| References: | Usta İşi, Ender Merter, Garaj Kitaplar. Reklamcılığın Global Tarihi, Mark Tungate, Mediacat Yayınları |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Quizzes | 2 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 5 | 70 |
| Quizzes | 2 | 3 | 6 |
| Midterms | 1 | 4 | 4 |
| Final | 1 | 4 | 4 |
| Total Workload | 126 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media | 3 |
| 2) | To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management | 2 |
| 3) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | 4 |
| 4) | To be able to follow and interpret innovations in the field of advertising | 3 |
| 5) | To demonstrate a scientific perspective in line with the topics they are curious about in the field. | 2 |
| 6) | To address and solve the needs and problems of the field through the developed scientific perspective | 2 |
| 7) | To recognize and understand all the dynamics within the field of advertising | 3 |
| 8) | To analyze and develop solutions to problems encountered in the practical field of advertising | 3 |