Course Detail
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 | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Asena TEMELLİ COŞGUN |
| 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 |
| 1-The student discovers the targeted audience and the feature of the product that is intended to be revealed in an advertisement example. | 10, 13, 14, 16, 19, 20, 37, 5, 9 | A |
| 2-Recognizes the effect of the actor, place and other accessories used in the advertisement on the advertisement and the target audience. | ||
| 3-The student understands and explains the importance of the camera angles of the male and female role models used and the real meaning of the advertisement. | ||
| 4-The student Becomes aware of how the visual and intended target of the advertisement are conveyed. | ||
| 4-The student solves the presentation and appeal steps of the semantic logic presented in the visual to the consumer, and the presentation and persuasion strategies. |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 20: Reverse Brainstorming Technique, 37: Computer-Internet Supported Instruction, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Ad Analyses; the importance of the course, teaching and evaluation methods; bilateral expectations. | A pre-lecture investigation about the essentiality of advertising/ads in daily lives and economy |
| 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 | The student must bring interesting ads to analyse |
| 11 | Samples of Ad analyses | |
| 12 | Visual storytelling; dramatic construction through visual rhetoric | |
| 13 | Sample analyses | |
| 14 | General review |
| Resources |
| Course Book Dyer, Gillian, Advertising as Communication/İletişim Olarak Reklâmcılık, çev M.N.Taşkıran |
| Books or articles involved with analyses of advertisements |
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 and theoretical grounds related to the field. | ||||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | ||||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of 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. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | 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 | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Asena TEMELLİ COŞGUN |
| 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 |
| 1-The student discovers the targeted audience and the feature of the product that is intended to be revealed in an advertisement example. | 10, 13, 14, 16, 19, 20, 37, 5, 9 | A |
| 2-Recognizes the effect of the actor, place and other accessories used in the advertisement on the advertisement and the target audience. | ||
| 3-The student understands and explains the importance of the camera angles of the male and female role models used and the real meaning of the advertisement. | ||
| 4-The student Becomes aware of how the visual and intended target of the advertisement are conveyed. | ||
| 4-The student solves the presentation and appeal steps of the semantic logic presented in the visual to the consumer, and the presentation and persuasion strategies. |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 20: Reverse Brainstorming Technique, 37: Computer-Internet Supported Instruction, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Ad Analyses; the importance of the course, teaching and evaluation methods; bilateral expectations. | A pre-lecture investigation about the essentiality of advertising/ads in daily lives and economy |
| 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 | The student must bring interesting ads to analyse |
| 11 | Samples of Ad analyses | |
| 12 | Visual storytelling; dramatic construction through visual rhetoric | |
| 13 | Sample analyses | |
| 14 | General review |
| Resources |
| Course Book Dyer, Gillian, Advertising as Communication/İletişim Olarak Reklâmcılık, çev M.N.Taşkıran |
| Books or articles involved with analyses of advertisements |
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 and theoretical grounds related to the field. | ||||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | ||||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of 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. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |