Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| ADVERTISING LANGUAGE and DIS | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Meliha Nurdan TAŞKIRAN |
| Name of Lecturer(s) | Prof.Dr. Meliha Nurdan TAŞKIRAN |
| Assistant(s) | |
| Aim | The aim of the course is to gain the necessary analysis methods for the student to look at the advertising visual narrative arts consciously and comprehend the meaning under the visible. |
| Course Content | This course contains; Conceptual frame and a short history of Advertising,Ads and Society ; targets and strategies,Advertising; visual and textual components: Language usage and characteristics of its ideology,Components that make up the Language of Advertising: text and visual / jingle, color and light camera shooting features / actor actress / venue, environment, clothing accessories,signs and symbols the meanings they convey,Sharing of documents related to the field,Visual Rhetoric theory for Ads,The meaning created and the ideology in the advertising text.,Cultural codes and distinctions exposed; female and masculine features in the text,Advertising Discourse and Rhetoric,The ways decoding of an advertisement; visual and linguistic theories,The ways decoding of an advertisement; visual and linguistic theories,Advertising Analyses; Iconographic Analysis,Advertising Rhetoric and Sample analyses,Review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| At the end of this course, the student; 1. can explain the written and visual features of the advertisement text 2. can understand and tell the meaning of images symbols and colours in the advertising text, 3- can comprehend the ideology and embedded meanings conveyed through signs and symbols altogether, 4. can explain and interpret the linguistic and visual arts in advertising, | 10, 13, 16, 19, 20, 21, 37, 9 | A, E, G |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 20: Reverse Brainstorming Technique, 21: Simulation Technique, 37: Computer-Internet Supported Instruction, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Conceptual frame and a short history of Advertising | |
| 2 | Ads and Society ; targets and strategies | |
| 3 | Advertising; visual and textual components: Language usage and characteristics of its ideology | |
| 4 | Components that make up the Language of Advertising: text and visual / jingle, color and light camera shooting features / actor actress / venue, environment, clothing accessories | |
| 5 | signs and symbols the meanings they convey | |
| 6 | Sharing of documents related to the field | |
| 7 | Visual Rhetoric theory for Ads | |
| 8 | The meaning created and the ideology in the advertising text. | |
| 9 | Cultural codes and distinctions exposed; female and masculine features in the text | |
| 10 | Advertising Discourse and Rhetoric | |
| 11 | The ways decoding of an advertisement; visual and linguistic theories | |
| 11 | The ways decoding of an advertisement; visual and linguistic theories | |
| 12 | Advertising Analyses; Iconographic Analysis | |
| 13 | Advertising Rhetoric and Sample analyses | |
| 14 | Review |
| Resources |
| 1- G. Dyer, İletişim Olarak Reklamcılık, Beta Yayınları, İstanbul, 2010. 2- J. Williamson, Reklamların Dili: Reklamlarda Anlam ve İdeoloji, Ütopya Yayınevi, İstanbul, 2011. 3- R. Küçükerdoğan, Reklam Nasıl Çözümlenir, Beta Yayınları, İstanbul, 2009. 4- E. F. McQuarrie and B. J. Phillips. Go figure! New directions in advertising rhetoric. ME Sharpe, 2008. |
| Reklam nasıl çözümlenir? Banu Doğtaş |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | ||||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | ||||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | ||||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | ||||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | ||||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | ||||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | ||||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | ||||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 3 | 6 | 18 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 2 | 10 | 20 | |||
| Quiz | 2 | 10 | 20 | |||
| Midterm Exam | 2 | 10 | 20 | |||
| General Exam | 1 | 30 | 30 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 150 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(150/30) | 5 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| ADVERTISING LANGUAGE and DIS | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Meliha Nurdan TAŞKIRAN |
| Name of Lecturer(s) | Prof.Dr. Meliha Nurdan TAŞKIRAN |
| Assistant(s) | |
| Aim | The aim of the course is to gain the necessary analysis methods for the student to look at the advertising visual narrative arts consciously and comprehend the meaning under the visible. |
| Course Content | This course contains; Conceptual frame and a short history of Advertising,Ads and Society ; targets and strategies,Advertising; visual and textual components: Language usage and characteristics of its ideology,Components that make up the Language of Advertising: text and visual / jingle, color and light camera shooting features / actor actress / venue, environment, clothing accessories,signs and symbols the meanings they convey,Sharing of documents related to the field,Visual Rhetoric theory for Ads,The meaning created and the ideology in the advertising text.,Cultural codes and distinctions exposed; female and masculine features in the text,Advertising Discourse and Rhetoric,The ways decoding of an advertisement; visual and linguistic theories,The ways decoding of an advertisement; visual and linguistic theories,Advertising Analyses; Iconographic Analysis,Advertising Rhetoric and Sample analyses,Review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| At the end of this course, the student; 1. can explain the written and visual features of the advertisement text 2. can understand and tell the meaning of images symbols and colours in the advertising text, 3- can comprehend the ideology and embedded meanings conveyed through signs and symbols altogether, 4. can explain and interpret the linguistic and visual arts in advertising, | 10, 13, 16, 19, 20, 21, 37, 9 | A, E, G |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 20: Reverse Brainstorming Technique, 21: Simulation Technique, 37: Computer-Internet Supported Instruction, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Conceptual frame and a short history of Advertising | |
| 2 | Ads and Society ; targets and strategies | |
| 3 | Advertising; visual and textual components: Language usage and characteristics of its ideology | |
| 4 | Components that make up the Language of Advertising: text and visual / jingle, color and light camera shooting features / actor actress / venue, environment, clothing accessories | |
| 5 | signs and symbols the meanings they convey | |
| 6 | Sharing of documents related to the field | |
| 7 | Visual Rhetoric theory for Ads | |
| 8 | The meaning created and the ideology in the advertising text. | |
| 9 | Cultural codes and distinctions exposed; female and masculine features in the text | |
| 10 | Advertising Discourse and Rhetoric | |
| 11 | The ways decoding of an advertisement; visual and linguistic theories | |
| 11 | The ways decoding of an advertisement; visual and linguistic theories | |
| 12 | Advertising Analyses; Iconographic Analysis | |
| 13 | Advertising Rhetoric and Sample analyses | |
| 14 | Review |
| Resources |
| 1- G. Dyer, İletişim Olarak Reklamcılık, Beta Yayınları, İstanbul, 2010. 2- J. Williamson, Reklamların Dili: Reklamlarda Anlam ve İdeoloji, Ütopya Yayınevi, İstanbul, 2011. 3- R. Küçükerdoğan, Reklam Nasıl Çözümlenir, Beta Yayınları, İstanbul, 2009. 4- E. F. McQuarrie and B. J. Phillips. Go figure! New directions in advertising rhetoric. ME Sharpe, 2008. |
| Reklam nasıl çözümlenir? Banu Doğtaş |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | ||||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | ||||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | ||||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | ||||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | ||||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | ||||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | ||||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | ||||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |