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,Midterm visa,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,Advertising Analyses; Iconographic Analysis ,Advertising Rhetoric and Sample analyses,Final Exam.
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,
A: Traditional Written Exam, E: Homework, F: Project Task, G: Quiz
Course Outline
Order
Subjects
Preliminary Work
1
Conceptual frame and a short history of Advertising
Related reading
2
Ads and Society targets and strategies
Related reading
3
Advertising; visual and textual components: Language usage and characteristics of its ideology
Related reading
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
Related reading
5
signs and symbols the meanings they convey
Related reading
6
Midterm visa
---
7
Visual Rhetoric theory for Ads
Related reading
8
The meaning created and the ideology in the advertising text.
Related reading
9
Cultural codes and distinctions exposed; female and masculine features in the text
Related reading
10
Advertising Discourse and Rhetoric
Related reading
11
The ways decoding of an advertisement; visual and linguistic theories
Related reading
12
Advertising Analyses; Iconographic Analysis
Related reading
13
Advertising Rhetoric and Sample analyses
Related reading
14
Final Exam
Related reading
Resources
G. Dyer, İletişim Olarak Reklamcılık, Beta Yayınları, İstanbul, 2010.
J. Williamson, Reklamların Dili: Reklamlarda Anlam ve İdeoloji, Ütopya Yayınevi, İstanbul, 2011.
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.
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.
X
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
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.
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
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.
14
Performs the measurement and evaluation of 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.
17
Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field.
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
LANGUAGE of ADVERTISING and RHETORIC
-
Spring 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
Prof.Dr. Meliha Nurdan TAŞKIRAN
Name of Lecturer(s)
Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ
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,Midterm visa,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,Advertising Analyses; Iconographic Analysis ,Advertising Rhetoric and Sample analyses,Final Exam.
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,
A: Traditional Written Exam, E: Homework, F: Project Task, G: Quiz
Course Outline
Order
Subjects
Preliminary Work
1
Conceptual frame and a short history of Advertising
Related reading
2
Ads and Society targets and strategies
Related reading
3
Advertising; visual and textual components: Language usage and characteristics of its ideology
Related reading
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
Related reading
5
signs and symbols the meanings they convey
Related reading
6
Midterm visa
---
7
Visual Rhetoric theory for Ads
Related reading
8
The meaning created and the ideology in the advertising text.
Related reading
9
Cultural codes and distinctions exposed; female and masculine features in the text
Related reading
10
Advertising Discourse and Rhetoric
Related reading
11
The ways decoding of an advertisement; visual and linguistic theories
Related reading
12
Advertising Analyses; Iconographic Analysis
Related reading
13
Advertising Rhetoric and Sample analyses
Related reading
14
Final Exam
Related reading
Resources
G. Dyer, İletişim Olarak Reklamcılık, Beta Yayınları, İstanbul, 2010.
J. Williamson, Reklamların Dili: Reklamlarda Anlam ve İdeoloji, Ütopya Yayınevi, İstanbul, 2011.
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.
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.
X
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
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.
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
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.
14
Performs the measurement and evaluation of 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.
17
Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field.
