ADV4635 Semiology and AdvertisingBahçeşehir UniversityDegree Programs LAWGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
LAW
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) List the relations between concepts and institutions related to various legal disciplines and this concepts and institutions.
2) Have the knowledge of legal methodology and methods of comment.
3) Comment the modern legal gains with the historical knowledge.
4) Have the knowledge of philosophical currents of thought which are the bases of legal rules.
5) Have the knowledge of legal regulations, judicial decisions and the scientific evaluations related to them.
6) Resolve the juridical disagreements in light of legal acts, juridical decisions and doctrine.
7) Use at least one foreign language as scientific language.
8) Have the knowledge of the political and juridical foundation of the state.
9) Have the knowledge of the historical development of the rights of individuals and societies and of the basic documents which are accepted throughout this development.
10) Have the ability to resolve the disagreements which can violate the social order in national or international level.
11) Have the ability to prevent the juridical disagreements between individuals.
12) Have the knowledge of international and comparative law systems.
13) Have the knowledge of the construction and the conduct of the national and international commercial relations.
14) Use Turkish in an efficient way both verbal and written.
15) Have the professional and ethical responsibility.
16) Have the knowledge on the European Union’s legislation and institutions.
17) Have the knowledge on juridical regulations and applications related to economical and financial mechanisms.
18) Have the knowledge of the operation of the national and the international judicial bodies.