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 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 GÜL ŞENER
Course Lecturer(s): Dr. Öğr. Üyesi GÜL ŞENER
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 Assignment 1 Submission
3) Peirce's triadic model of the sign Assignment 2 Presentation
4) The Semiotic Perspectives of Peirce and Saussure: A Brief Comparative Study Assignment 2 Presentation
5) Roland Barthes: Denotation - Connotation and Myths Meditation on Andy Warhol Assignment 2 Presentation
6) Claude Lévi Strauss' theory of binary opposites Meditation on Aristo Assignment 2 Presentation
7) Jean Baudrillard, The System of Objects Selected reading from the course book.
8) Gobeklitepe Temples from the Symbolic Perspective Selected reading from the course book.
9) Noam Chomsky: Deep Structure and Surface Meditation on Freud Selected reading from the course book.
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


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 3 % 20
Project 1 % 20
Midterms 1 % 10
Final 1 % 40
Total % 100
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 be able to critically interpret and discuss the theories, the concepts, the traditions, and the developments in the history of thought which are fundamental for the field of new media, journalism and communication.
2) To be able to attain written, oral and visual knowledge about technical equipment and software used in the process of news and the content production in new media, and to be able to acquire effective abilities to use them on a professional level.
3) To be able to get information about the institutional agents and generally about the sector operating in the field of new media, journalism and communication, and to be able to critically evaluate them.
4) To be able to comprehend the reactions of the readers, the listeners, the audiences and the users to the changing roles of media environments, and to be able to provide and circulate an original contents for them and to predict future trends.
5) To be able to apprehend the basic theories, the concepts and the thoughts related to neighbouring fields of new media and journalism in a critical manner.
6) To be able to grasp global and technological changes in the field of communication, and the relations due to with their effects on the local agents.
7) To be able to develop skills on gathering necessary data by using scientific methods, analyzing and circulating them in order to produce content.
8) To be able to develop acquired knowledge, skills and competence upon social aims by being legally and ethically responsible for a lifetime, and to be able to use them in order to provide social benefit.
9) To be able to operate collaborative projects with national/international colleagues in the field of new media, journalism and communication.
10) To be able to improve skills on creating works in various formats and which are qualified to be published on the prestigious national and international channels.