BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| PERFORMING ARTS | |||||
| 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 |
| ADV2627 | Advertising History | Spring 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: | Non-Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Dr. Öğr. Üyesi EDA ÖZTÜRK |
| Course Lecturer(s): |
Dr. Öğr. Üyesi EDA ÖZTÜRK |
| 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. |
Learning Outcomes
|
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. |
Course Content
| 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. |
Weekly Detailed Course Contents
| 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 |
Sources
| Course Notes / Textbooks: | Reklamcılığımızın İlk Yüzyılı (Orhan Koloğlu -Reklamcılar Derneği) Reklamcılığın Global Tarihi, Mark Tungate, MediaCat Kitapları. |
| References: | Reklamcılık Yaşantım ve Bilimsel Reklamcılık (Claude C. Hopkins – YKY) “Türkiye’de Reklamcılığın Doğuşu: İzidor Barouh’un Anılarından”, Serdar Şendilmen, Gözlem Gazetecilik Basın ve Yayın. “Hayatımız Reklam: Türkiye’nin Reklam Ustalarıyla Söyleşiler”, Pelin Özkan, MediaCat Kitapları. “Madison Avenue”, Martin Mayer, Türkiye İş Bankası Kültür Yayınları “Bir Reklamcının İtirafları”, David Ogilvy, Reklamcılar Derneği. “İz Bırakanlar Dizisi/ Bill Bernbach: Yaratıcılık Devriminin Öncüsü”, MediaCat Kitapları. “İz Bırakanlar Dizisi/ Leo Burnett: Yıldızlara Erişmek İsteyen Bir Reklam Ustası”, MediaCat Kitapları. |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Quizzes | 2 | % 20 |
| Homework Assignments | 4 | % 10 |
| Midterms | 1 | % 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 | 13 | 3 | 39 |
| Study Hours Out of Class | 13 | 6 | 78 |
| Homework Assignments | 4 | 3 | 12 |
| Quizzes | 2 | 2 | 4 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 139 | ||
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) | They acquire theoretical, historical and aesthetic knowledge specific to their field by using methods and techniques related to performing arts (acting, dance, music, etc.). | 2 |
| 2) | They have knowledge about art culture and aesthetics and they provide the unity of theory and practice in their field. | 2 |
| 3) | They are aware of national and international values in performing arts. | 2 |
| 4) | Abstract and concrete concepts of performing arts; can transform it into creative thinking, innovative and original works. | 1 |
| 5) | They have the sensitivity to run a business successfully in their field. | 3 |
| 6) | Develops the ability to perceive, think, design and implement multidimensional from local to universal. | 3 |
| 7) | They have knowledge about the disciplines that the performing arts field is related to and can evaluate the interaction of the sub-disciplines within their field. | 2 |
| 8) | They develop the ability to perceive, design, and apply multidimensionality by having knowledge about artistic criticism methods. | 3 |
| 9) | They can share original works related to their field with the society and evaluate their results and question their own work by using critical methods. | 1 |
| 10) | They follow English language resources related to their field and can communicate with foreign colleagues in their field. | 1 |
| 11) | By becoming aware of national and international values in the field of performing arts, they can transform abstract and concrete concepts into creative thinking, innovative and original works. | 3 |
| 12) | They can produce original works within the framework of an interdisciplinary understanding of art. | 2 |
| 13) | Within the framework of the Performing Arts Program and the units within it, they become individuals who are equipped to take part in the universal platform in their field. | 3 |
| 14) | Within the Performing Arts Program, according to the field of study; have competent technical knowledge in the field of acting and musical theater. | 2 |
| 15) | They use information and communication technologies together with computer software that is at least at the Advanced Level of the European Computer Use License as required by the field. | 3 |