Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| ADVERTISEMENT ANALYSIS | - | Fall 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 main purpose of the course is to enable the students to be aware of how targeted meaning is conveyed in an ad-poster or film visual or a printed ad, and how designers manage to transfer meaning via visuality by employing actors, settings, voices, etc. In other words, the course is a calling for exploring new ways of persuading strategies and addressing levels through visual motifs. |
| Course Content | This course contains; Introduction to Ad Analyses; the importance of the course, teaching and evaluation methods; bilateral expectations.,The origins and development of advertising; basic information ,Advertising Business in Turkiye; Basic ad concepts, basic inspiring sources; politics, ideologies, human psychology,Effects of Advertising; piyasa araştırmalarının önemi, kültürel etkiler; imgeler, motifler, figürler/görseller ve aktörler/ mekân ve aksesuvarlar; renkler, sesler ve tonlar.,What do ads mean? How do they convey the meaning?,Construction of meaning in an ad: Semiology and Ideology; semiotic concepts and masters;,The language of advertising; dubbing, over voices, tones, actors and actresses; lines of appeal; calligraphy; analysis method 1,The language of advertising; dubbing, over voices, tones, actors and actresses; lines of appeal; calligraphy; analysis method 1,Method1 analysis; samples and analyses,Samples of advertising analyses,Samples of Ad analyses,Visual storytelling; dramatic construction through visual rhetoric,Sample analyses, General review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Teaching Methods: | |
| Assessment Methods: |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Ad Analyses; the importance of the course, teaching and evaluation methods; bilateral expectations. | |
| 2 | The origins and development of advertising; basic information | preface and introduction part to review textbook Advertising as Communication by Gillian Dyer |
| 3 | Advertising Business in Turkiye; Basic ad concepts, basic inspiring sources; politics, ideologies, human psychology | |
| 4 | Effects of Advertising; piyasa araştırmalarının önemi, kültürel etkiler; imgeler, motifler, figürler/görseller ve aktörler/ mekân ve aksesuvarlar; renkler, sesler ve tonlar. | |
| 5 | What do ads mean? How do they convey the meaning? | |
| 6 | Construction of meaning in an ad: Semiology and Ideology; semiotic concepts and masters; | |
| 7 | The language of advertising; dubbing, over voices, tones, actors and actresses; lines of appeal; calligraphy; analysis method 1 | |
| 8 | The language of advertising; dubbing, over voices, tones, actors and actresses; lines of appeal; calligraphy; analysis method 1 | |
| 9 | Method1 analysis; samples and analyses | The student must find out some ad samples and present them to the class ( interactively brainstorming on the hidden meaning) |
| 10 | Samples of advertising analyses | |
| 11 | Samples of Ad analyses | |
| 12 | Visual storytelling; dramatic construction through visual rhetoric | |
| 13 | Sample analyses | |
| 14 | General review |
| Resources |
| Dyer, Gillian, İletişim Olarak Reklâmcılık, çev M.N.Taşkıran |
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. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 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. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | X | |||||
| 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. | X | |||||
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 | 2 | 14 | 28 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 3 | 10 | 30 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 30 | 30 | |||
| General Exam | 1 | 50 | 50 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 138 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(138/30) | 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 |
|---|---|---|---|---|---|
| ADVERTISEMENT ANALYSIS | - | Fall 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 main purpose of the course is to enable the students to be aware of how targeted meaning is conveyed in an ad-poster or film visual or a printed ad, and how designers manage to transfer meaning via visuality by employing actors, settings, voices, etc. In other words, the course is a calling for exploring new ways of persuading strategies and addressing levels through visual motifs. |
| Course Content | This course contains; Introduction to Ad Analyses; the importance of the course, teaching and evaluation methods; bilateral expectations.,The origins and development of advertising; basic information ,Advertising Business in Turkiye; Basic ad concepts, basic inspiring sources; politics, ideologies, human psychology,Effects of Advertising; piyasa araştırmalarının önemi, kültürel etkiler; imgeler, motifler, figürler/görseller ve aktörler/ mekân ve aksesuvarlar; renkler, sesler ve tonlar.,What do ads mean? How do they convey the meaning?,Construction of meaning in an ad: Semiology and Ideology; semiotic concepts and masters;,The language of advertising; dubbing, over voices, tones, actors and actresses; lines of appeal; calligraphy; analysis method 1,The language of advertising; dubbing, over voices, tones, actors and actresses; lines of appeal; calligraphy; analysis method 1,Method1 analysis; samples and analyses,Samples of advertising analyses,Samples of Ad analyses,Visual storytelling; dramatic construction through visual rhetoric,Sample analyses, General review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Teaching Methods: | |
| Assessment Methods: |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Ad Analyses; the importance of the course, teaching and evaluation methods; bilateral expectations. | |
| 2 | The origins and development of advertising; basic information | preface and introduction part to review textbook Advertising as Communication by Gillian Dyer |
| 3 | Advertising Business in Turkiye; Basic ad concepts, basic inspiring sources; politics, ideologies, human psychology | |
| 4 | Effects of Advertising; piyasa araştırmalarının önemi, kültürel etkiler; imgeler, motifler, figürler/görseller ve aktörler/ mekân ve aksesuvarlar; renkler, sesler ve tonlar. | |
| 5 | What do ads mean? How do they convey the meaning? | |
| 6 | Construction of meaning in an ad: Semiology and Ideology; semiotic concepts and masters; | |
| 7 | The language of advertising; dubbing, over voices, tones, actors and actresses; lines of appeal; calligraphy; analysis method 1 | |
| 8 | The language of advertising; dubbing, over voices, tones, actors and actresses; lines of appeal; calligraphy; analysis method 1 | |
| 9 | Method1 analysis; samples and analyses | The student must find out some ad samples and present them to the class ( interactively brainstorming on the hidden meaning) |
| 10 | Samples of advertising analyses | |
| 11 | Samples of Ad analyses | |
| 12 | Visual storytelling; dramatic construction through visual rhetoric | |
| 13 | Sample analyses | |
| 14 | General review |
| Resources |
| Dyer, Gillian, İletişim Olarak Reklâmcılık, çev M.N.Taşkıran |
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. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 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. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | X | |||||
| 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. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |