ARTIFICIAL INTELLIGENCE ENGINEERING
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:	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 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	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

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	3	% 20
Project	1	% 20
Midterms	1	% 10
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
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)	Have sufficient background in mathematics, science and artificial intelligence engineering.
2)	Use theoretical and applied knowledge in the fields of mathematics, science and artificial intelligence engineering together for engineering solutions.
3)	Identify, define, formulate and solve engineering problems, select and apply appropriate analytical methods and modeling techniques for this purpose.
4)	Analyse a system, system component or process and design it under realistic constraints to meet desired requirements; apply modern design methods in this direction.
5)	Select and use modern techniques and tools necessary for engineering applications.
6)	Design and conduct experiments, collect data, and analyse and interpret results.
7)	Work effectively both as an individual and as a multi-disciplinary team member.
8)	Access information via conducting literature research, using databases and other resources
9)	Follow the developments in science and technology and constantly update themself with an awareness of the necessity of lifelong learning.
10)	Use information and communication technologies together with computer software with at least the European Computer License Advanced Level required by their field.
11)	Communicate effectively, both verbal and written; know a foreign language at least at the European Language Portfolio B1 General Level.
12)	Have an awareness of the universal and social impacts of engineering solutions and applications; know about entrepreneurship and innovation; and have an awareness of the problems of the age.
13)	Have a sense of professional and ethical responsibility.
14)	Have an awareness of project management, workplace practices, employee health, environment and work safety; know the legal consequences of engineering practices.