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
POV3122	Basic Visual Design	Spring	2	2	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 TOLGA HEPDİNÇLER
Course Lecturer(s):	Dr. Öğr. Üyesi TOLGA HEPDİNÇLER
Recommended Optional Program Components:	None
Course Objectives:	First part of the course aims to introduce basic principles of visual design in visual arts. Second part offers a practical work within the context of visual design and its elements.

Learning Outcomes

The students who have succeeded in this course;
1. Recognize basic usage of visual design elements.
2. Define the usage of visual design elements according to the principles of art.
3. Identify various practices of visual design elements in different photographic genres.
4. Describe evolution of visual design elements within the historical practices of art.
5. Gain ability to practice various usage of visual design elements in different concepts and contexts.
6. Recognize the role of photographic medium in creating narratives.

Course Content

Elements of visual arts and their usage, like composition, color, light, forms and their relations within principles of art will be discussed and exemplified. Historical evolution of visual elements and principles of art will be explained. Practical study of this course also contains given concepts and contexts for usage of visual design elements.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Elements of visual design in art and photography: origins and evolution of the visual elements in art, effects of photography on visual design in 19th Century, the birth of modern visual design and its effects on the photographic representation in 20th century.
2)	Effects of the photographic tool on visual design: effects of camera types and lenses in the photographic image, effects of negative films and digital imaging on the visual design, effects of photographic elements (like usage of aperture, shutter, filters etc.) on creating variable design elements.	Working on the assignments.
3)	Composition: Basics of composition and its elements in photographic visual design. Definition of unity, balance, coherence, rules of thirds and golden ratio.	Assignmet 1
4)	Points: Definition of the point in photographic image as the most simple visual element. Differences between dynamic and static points, relations between two or more points (as a metaphor, dynamism etc). Usage of the points in different genres (landscape, portrait, documentary etc.).	Assignmet 2
5)	Lines: Definition of the lines in photographic Image as the most dynamic visual element. Differences between vertical, horizontal, curved and diagonal lines and their relations with other visual elemets and the whole composition. Historical evolution of the lines in history of visual arts and different genres.	Assignmet 3
6)	Shapes: Definition of the forms in the photographic image. Relations between shapes and spaces. Effects of forms and shapes in creating a photographic expression.	Assignmet 4
7)	Textures and Patterns: Definition of the two visual elements with the examples of usage in different photographic genres.	Assignmet 5
8)	Color: Differences between B/W and color Photography. Usage of the color, contrast, saturation etc. as visual elements.	Assignmet 6
9)	Light (and Shadow): Effect of light in creating depth, harmony and opposition between objects. Examples of usage of light and shadow as a part of visual design to create visual expression.	Assignmet 7
10)	Visual design in landscape photography.	Working on the assignments.
11)	Visual design in documentary photography.	Working on the assignments.
12)	Visual design in fashion photography.	Working on the assignments.
13)	Thinking like a photographer: Combining all discussion on the examples of works of contemporary photographers.	Preperation for Presentation
14)	Combining all II and final reviews: Discussion about the selected final projects.	Final Assignment

Sources

Course Notes / Textbooks:

Will be given weekly.

References:

1. Davis, H. (2010). Creative composition : digital photography tips & techniques. Indianapolis, IN: Wiley.
2. DuChemin, D. (2009). Within the frame : the journey of photographic vision. Berkeley, Calif: New Riders.
3. Freeman, M. (2007). The photographer's eye : composition and design for better digital photos. Boston: Focal Press.
4. Galer, M. (2007). Photography : foundations for art & design : a guide to creative photography. Oxford: Focal.
5. Krages, B. (2005). Photography the art of composition. New York: Allworth Press.
6. Prakel, D. (2006). Composition. Lausanne London: AVA Academia Thames & Hudson, distributor.
7. Prakel, D. (2007). Lighting. Lausanne New York, N.Y: AVA Academia Distributed in the USA and Canada by Watson-Guptill Publications.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	7	% 50
Presentation	1	% 10
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	14	4	56
Study Hours Out of Class	13	3	39
Presentations / Seminar	1	1	1
Homework Assignments	7	5	35
Final	1	1	1
Total Workload			132

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 apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	2
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	2
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	2
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	2
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	2
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	3
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	2
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	2
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	2
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	2
12)	To be able to identify and meet the demands of learning requirements.	2
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	2