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 :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
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	Alanında ileri düzeyde bilgilere sahiptir.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam Tasarımı ve İletişimi alanındaki temel bilgileri disiplinler arası çalışmalarda kullanır.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	1-Alana ilişkin bilgileri çalışanlar ve ekip arkadaşlarına aktarabilme becerisine sahiptir.					4
2	-Karar, uygulama ve davranışlarında alana ilişkin edindiği bilgileri kullanmak suretiyle verileri yorumlayabilme, analiz edebilme, sorunları tanımlayabilme ve çözüm önerileri getirebilme becerisine sahiptir					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam kampanyası dahilinde iletişim programları yaratır					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alana ilişkin konularda araştırma ve çalışma yapar.						5
2	Proje yürütücüsü ya da katılımcısı olarak proje hedeflerine uygun sorumluluk alır						5
3	Örgüt/Kurum için amaç ve hedef belirler.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Edindiği bilgi ve becerileri eleştirel olarak değerlendirir.					4
2	Öğrenme gereksiniminin sürekliliğini kavradığını gösterir.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Alanı ile ilgili edindiği bilgi ve beceriler düzeyindeki düşüncelerini ve önerilerini ilgililere yazılı ve sözlü olarak aktarır.					4
2	Mesleki alanda paydaşlarla etkili iletişim kurar.					4
3	Alanının gerektirdiği en az Avrupa Bilgisayar Kullanma Lisansı İleri Düzeyinde bilgisayar yazılımı ile birlikte bilişim ve iletişim teknolojilerini kullanır.						5
4	Bir yabancı dili en az Avrupa Dil Portföyü B1 Genel Düzeyinde kullanarak alanındaki bilgileri izler ve meslektaşları ile iletişim kurar						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Örgüt/Kurum, iş ve toplumsal etik değerlere uygun davranır.					4
2	Örgütün/Kurumun paydaşlarıyla ilişkilerini analiz eder ve etkin biçimde yürütür.					4
3	Yenilikleri teşvik edebilme becerisine sahiptir.					4
4	Örgüte/kuruma ilişkin eleştirel düşünür.					4
5	Sosyal hakların evrenselliği, sosyal adalet, kalite ve kültürel değerler ile çevre koruma, iş sağlığı ve güvenliği konularında yeterli bilince sahiptir.					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