ADV4635 Semiology and AdvertisingBahçeşehir UniversityDegree Programs ADVERTISINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementBologna CommissionNational Qualifications
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
ADV4635 Semiology and Advertising Spring 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 : Assoc. Prof. GÜL ŞENER
Course Lecturer(s): Instructor NEŞE MESUTOĞLU KIRIM
Recommended Optional Program Components: None
Course Objectives: The main objective of the course is to provide basic semiotic concepts and methods that can be used to analyze advertising as a way of communication and meaning generation from a critical perspective.

Learning Outcomes

The students who have succeeded in this course;
Upon completing this course the students will;

1-Define the meaning of “semiotics” in general.
2-Recognize the historical development of “semiotics” as a discipline.
3-Recognize the main theories of sign, signification and representation.
4-Name specific types of signs.
5-Recognize the functioning of a sign as a conveyor of meaning.
6-Recognize the interaction between sign and consumer.
7-Define different types of advertisement as sign systems.
8-Analyze the building blocks of an advertisement in terms of semiotics.

Course Content

This course involves the examination of various advertisement executions as semiotic texts and analysis of their meaning mechanisms.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction to the course
2) Mytholgies and symbols The Dyadic Model of the Sign Notion of Ferdinand de Saussure
3) Peirce's triadic model of the sign
4) The Semiotic Perspectives of Peirce and Saussure: A Brief Comparative Study Assignement Submittion 1
5) Roland Barthes: Denotation - Connotation and Myths Meditation on Andy Warhol
6) Claude Lévi Strauss' theory of binary opposites Meditation on Aristo
7) Jean Baudrillard, The System of Objects Assignement Submittion 2
8) Gobeklitepe Temples from the Symbolic Perspective
9) Noam Chomsky: Deep Structure and Surface Meditation on Freud
10) Umberto Eco: The Semiotic Process and the Classification of Signs Meditation on Borges Final Presentation
11) Edmund Husserl:Theory of Signs "Expression and Meaning" Final Presentation
12) Final Exam (Take-Home) presentation Meditation on Freud Final Presentation
13) Reading Ads & Advertising Case Studies Final Presentation
14) Reading Ads & Advertising Case Studies Final Presentation

Sources

Course Notes / Textbooks: Semiotics: The Basics, Daniel Chandler

Judith Williamson - Reklamların Dili; Reklamlarda Anlam ve İdeoloji

Göktuğ Halis -Simgebilim Perspektifinden Göbeklitepe Tapınakları
Eco, Umberto. 1976. A Theory of Semiotics. Bloomington: Indiana University Press
Roland Barthes -Elements of Semiology
Pierre -Guiraud Semiolog
References: Konulara dair ek okumala ve vaka analizleri haftalık olarak verilecektir. / Supplementary readings will be provided upon weekly basis.

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Homework Assignments 2 % 40
Presentation 1 % 10
Project 1 % 30
Midterms 1 % 10
Total % 100
PERCENTAGE OF SEMESTER WORK % 70
PERCENTAGE OF FINAL WORK % 30
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Study Hours Out of Class 14 5 70
Project 1 4 4
Homework Assignments 3 4 12
Midterms 1 4 4
Final 1 4 4
Total Workload 136

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 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 2
8) To analyze and develop solutions to problems encountered in the practical field of advertising 2