ADVERTISING PSYCHOLOGY PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
RTI402	ADVERTISING PSYCHOLOGY	8	2	1	7

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Prof. HÜSEYİN DİKME
Instructor(s) of the Course Unit	Assist.Prof. SEYRA KESTEL
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This lesson; It aims to provide students with theoretical knowledge about the structure and basis of advertising psychology, taking into account advertisement types and features.
Contents of the Course Unit:	The relationship between advertising and psychology, Aristotle and Rhetoric, Gustave Le Bon's relationship with mass psychology and advertising, Hedonism and action-reaction approach, personality theories and advertising (Freud), personality theories and advertising (Adler), personality theories and advertising (Jung). ), personality theories and advertising (Berne, Horney, Erikson), need theories and advertising (Maslow), need theories and advertising (Alderfer, Heizberg, Murray), need theories and advertising (McClelland, Atkinson), value and expectation theories in mental theories and advertising (Wroom, Porter and Lawler, Locke, Adams), balance and harmony theories in mental theories, and advertising (Piaget, Heider, Festinger) constitute the content of the course.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explains the relationship between advertising and psychology.
She/he applies what she learned from personality theories to advertising.(dişil) Bunu Google'da
Discusses persuasion and attitude change.
Compares sample advertising campaigns within the framework of basic personality theories, need theories and mental theories.
Evaluates the role of need in creating advertising language according to need theories.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading a book chapter on the subject	Introduction: General information about the course process; Introduction of the course and weekly topics	Lecture, Question and answer method
2	Reading a book chapter on the subject	Aristotle and Rhetoric, Gustave Le Bon's relationship with mass psychology and advertising	Lecture, Question and answer method
3	Reading a book chapter on the subject	Hedonism and action-reaction approach	Lecture, Question and answer method
4	Reading a book chapter on the subject	Personality theories and advertising (Freud)	Lecture, Question and answer method
5	Reading a book chapter on the subject	Personality theories and advertising (Adler)	Lecture, Question and answer method
6	Reading a book chapter on the subject	Personality theories and advertising (Jung)	Lecture, Question and answer method
7	Reading a book chapter on the subject	Personality theories and advertising (Berne, Horney, Erikson)	Lecture, Question and answer method
8	-	MID-TERM EXAM	-
9	Reading a book chapter on the subject	Need theories and advertising (Maslow)	Lecture, Question and answer method
10	Reading a book chapter on the subject	Need theories and advertising (Alderfer, Heizberg, Murray)	Lecture, Question and answer method
11	Reading a book chapter on the subject	Need theories and advertising (McClelland, Atkinson)	Lecture, Question and answer method
12	Reading a book chapter on the subject	Value and expectation theories in mental theories and advertising (Wroom, Porter and Lawler, Locke, Adams)	Lecture, Question and answer method
13	Reading a book chapter on the subject	Balance and harmony theories in mental theories and advertising (Piaget, Heider, Festinger)	Lecture, Question and answer method
14	Reading a book chapter on the subject	Analysis of the relationship between advertising and psychology through examples	Lecture, Question and answer method
15	Reading a book chapter on the subject	Analysis of the relationship between advertising and psychology through examples	Lecture, Question and answer method
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Mutlu, E. (2008). İletişim Sözlüğü, Ayraç Yayınları
Güngör, N. (2011). İletişime Giriş, Siyasal Kitabevi
Aziz, A. (2012). İletişime Giriş, Hiperlink Yayınları
Gündüz, Başak; Aydın, Çiğdem Zeynep (2019). Etkileme ve İkna. İstanbul: Optimist Yayınları
Aytaç, Serpil (2019). Psikolojiye Giriş. Ankara: Pegem Akademi Yayıncılık.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has advanced knowledge in the field.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses the basic information in the field of Advertising in interdisciplinary studies.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has the ability to transfer the knowledge of the field to employees and teammates.					4
2	Has the ability interpret and analyze data, define problems and propose solutions using acquired information relating to the area by using the information in decisions, practices and behaviors.					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Creates communication programs within the advertising campaign.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conducts research and studies on subjects related to the field.						5
2	Takes responsibility in accordance with the project objectives as a project manager or participant.						5
3	Sets the purpose and target for the organization / institution.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates critically the acquired knowledge and skills.					4
2	Shows that he/she understands the continuity of the learning need.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conveys his / her thoughts and suggestions at the level of knowledge and skills related to the field to those concerned in written and verbal form.					4
2	Communicates effectively with stakeholders in the professional field.					4
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.						5
4	Follows the information in the field and communicates with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Behaves in accordance with organization/institution, business and social ethical values.					4
2	Analyzes the relations of the organization/institution with its stakeholders and executes them effectively.					4
3	Has the ability to encourage innovations.					4
4	Thinks critically about the organization / institution.					4
5	Has sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.					4

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	2	28
Preliminary & Further Study	14	5	70
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	14	5	70
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	1	7	7
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	6	6
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	46	0	183