ADVERTISING | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ADV3644 | Advertising and Popular Culture | Spring | 3 | 0 | 3 | 5 |
The course opens with the approval of the Department at the beginning of each semester |
Language of instruction: | En |
Type of course: | Departmental Elective |
Course Level: | Bachelor |
Mode of Delivery: | Face to face |
Course Coordinator : | Dr. Öğr. Üyesi HANDE BİLSEL |
Course Lecturer(s): |
Dr. Öğr. Üyesi HANDE BİLSEL |
Course Objectives: | This course aims to teach students the evolution of popular culture in light of consumption sociology and advertising industry. Students will analyse the comparative discourses of advertising in various forms both historically, critically and also strategically. Students will also explore the role of advertising in contemporary culture and its connections to larger economic, social and political forces. From an investigation of advertising's crucial function in media economics and our wider capitalist system to a consideration of people who both make and watch advertising, this insightful course enables students to make sense of advertising's powerful influence as both an economic force and an artistic form. |
The students who have succeeded in this course; At the end of the course, you will be able to: 1. Explore historical, social and economic forces and dynamics that have shaped consumer culture in light of advertising and marketing communications; 2. Assess the various claims of different perspectives on advertising and understand how they challenge and complicate one another; 3. Explore a brief history of advertising within the framework of consumer culture theory; 5.Develop understanding in analysing advertisements in terms of form, semiotics and ideology; 6. Breakdown the advertising audience through the use of fragmentation, segmentation and distinction; 7. Learn about the functioning and organizational structure of advertising agencies; 8. Explore the role of 'creativity' and art in making of advertising; 9.Explore different facets of consumer society by analysing consumer empowerment, engagement, interpretation and resistance; 10. Utilize the ways to present student's own research and debate. |
From an investigation of advertising's crucial function in media economics and our wider capitalist system to a consideration of people who both make and watch advertising, this insightful course enables students to make sense of advertising's powerful influence as both an economic force and an artistic form. |
Week | Subject | Related Preparation | |
1) | Orientation | ||
2) | Why study advertising? Discussion of the various reasons why advertising matters in shaping of society and consumption | ||
3) | The history of advertising: Contexts, transformations and continuity | ||
4) | Analysing advertisements: Form, semiotics and ideology | ||
5) | Advertising, capitalism and ideology Consumer society and the magic system Selling capitalism | ||
6) | Advertising commodities and commodity fetishism The life cycle of the commodit | ||
7) | Midterm | ||
8) | Audiences for sale: Quantification, segmentation and personalization Conspicuous consumption From nishification to personalization | ||
9) | Advertising agencies: Organization, agency and internal conflict Agency as form of chaos | ||
10) | Advertising as art: From creativity to critique Advertising changing the world The stakes of advertising as ar | ||
11) | Assignment topic presentations | ||
12) | Empowering consumers: Engagement, interpretation and resistance What does the audience get from advertising? Active audiences online Activist resistance to advertising | ||
13) | The politics of advertising: Capitalism, resistance and liberalism The power of advertising | ||
14) | Chapter reviews and total wrap up |
Course Notes: | Nicholas Holm, Advertising and Consumer Society: A critical Introduction (2017), Palgrave,London. |
References: | Other required readings will be uploaded to students via Itslearning. Diğer gerekli okumalar Itslearning üzerinden yüklenecektir. |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | % 0 | |
Laboratory | % 0 | |
Application | % 0 | |
Field Work | % 0 | |
Special Course Internship (Work Placement) | % 0 | |
Quizzes | % 0 | |
Homework Assignments | % 0 | |
Presentation | % 0 | |
Project | % 0 | |
Seminar | % 0 | |
Midterms | 1 | % 40 |
Preliminary Jury | % 0 | |
Final | 1 | % 60 |
Paper Submission | % 0 | |
Jury | % 0 | |
Bütünleme | % 0 | |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 40 | |
PERCENTAGE OF FINAL WORK | % 60 | |
Total | % 100 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 13 | 3 | 39 |
Laboratory | 0 | 0 | 0 |
Application | 0 | 0 | 0 |
Special Course Internship (Work Placement) | 0 | 0 | 0 |
Field Work | 0 | 0 | 0 |
Study Hours Out of Class | 14 | 6 | 84 |
Presentations / Seminar | 0 | 0 | 0 |
Project | 0 | 0 | 0 |
Homework Assignments | 0 | 0 | 0 |
Quizzes | 0 | 0 | 0 |
Preliminary Jury | 0 | 0 | 0 |
Midterms | 1 | 3 | 3 |
Paper Submission | 0 | 0 | 0 |
Jury | 0 | 0 | 0 |
Final | 1 | 3 | 3 |
Total Workload | 129 |
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) | To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising. | |
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. | |
4) | To be able to analyze primary and secondary research data for a variety of products and services. | |
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. | |
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) | |
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. | |
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. | |
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. | |
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. | |
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) | |
12) | To be able to identify and meet the demands of learning requirements. | |
13) | To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession. |