ADVERTISING LANGUAGE PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
RTI403	ADVERTISING LANGUAGE	7	3	3	8

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	Prof. HÜSEYİN DİKME
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to teach advertising language and advertising communication to students, first of all, by teaching them to analyze advertising, through sample advertising analysis, and by analyzing successful applications in the sector.
Contents of the Course Unit:	Dersin içeriğini, reklam çözümleme ve görsel analiz yöntemleri, hedef kitleyi tanıma yolları, reklam kampanyaları oluşum aşamaları ve reklam stratejileri oluşturmaktadır. Reklamlarda ideolojinin ve cinsiyetin temsili de dersin kapsamı içindedir.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Analyzes sample advertising works.
It accurately defines the target audience in an advertising campaign.
Lists the features that an advertisement should have.
Explains information about the structure and basis of advertising language.
Accurately researches the language used in an advertisement.
During the campaign process, it decides the language to be used to reach the target audience.
Explain how ideology and gender are represented in advertisements.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature review	Introduction, General information about the course: Purpose, Content, Application, Evaluation Explanation of the weekly course schedule: Syllabus References	Lecture, Question and answer method
2	Reading a book chapter on the subject	Advertising overview Advertiser and target audience in advertising	Lecture, Discussion
3	Reading a book chapter on the subject	Advertising campaigns formation stages	Lecture, Question and answer method
4	Reading a book chapter on the subject	Advertising strategies	Lecture, Question and answer method
5	Reading a book chapter on the subject	Copywriting in advertising	Lecture, Discussion
6	Review application examples	Copywriting in advertising	Sample application analysis
7	Review application examples	Copywriting in advertising	Sample application analysis
8	-	MID-TERM EXAM	-
9	Reading a book chapter on the subject	Examining the methods and methods used in advertising analysis with examples	Lecture, Discussion
10	Reading a book chapter on the subject	Content analysis and advertising	Lecture, Question and answer method
11	Reading a book chapter on the subject	Discourse analysis and advertising	Lecture, Question and answer method
12	Reading a book chapter on the subject	Semiotic analysis and advertising	Lecture, Question and answer method
13	Review application examples	Construction of meaning and transfer of ideology in advertisements, advertisements and consumer culture, consumer society	Sample application analysis
14	Review application examples	Representations of women in advertisements	Sample application analysis
15	Review application examples	Sample ad reviews	Sample application analysis
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Elden, M., Yeygel, S. Ulukök, Ö. (2008). Şimdi Reklamlar. İletişim Yayınları.
Batı, U. (2010). Reklamın Dili: Dilbilim – Strateji – Mesaj, Tıpku Basım.

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.				3

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.						5

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.				3
2	Takes responsibility in accordance with the project objectives as a project manager or participant.					4
3	Sets the purpose and target for the organization / institution.						5

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.				3

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.						5
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.					4
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.				3

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.						5
3	Has the ability to encourage innovations.					4
4	Thinks critically about the organization / institution.				3
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	3	42
Preliminary & Further Study	14	5	70
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	13	6	78
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	45	0	205