Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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RTI402 | ADVERTISING PSYCHOLOGY | 8 | 3 | 3 | 7 |
GENERAL INFORMATION |
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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 | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Has advanced knowledge in the field.
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4 |
KNOWLEDGE |
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Factual |
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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.
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4 |
SKILLS |
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Cognitive |
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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.
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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.
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4 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Creates communication programs within the advertising campaign.
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4 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Conducts research and studies on subjects related to the field.
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5 | |||||
2 |
Takes responsibility in accordance with the project objectives as a project manager or participant.
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5 | |||||
3 |
Sets the purpose and target for the organization / institution.
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4 |
OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Evaluates critically the acquired knowledge and skills.
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4 | |||||
2 |
Shows that he/she understands the continuity of the learning need.
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4 |
OCCUPATIONAL |
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Communication & Social |
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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.
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4 | |||||
2 |
Communicates effectively with stakeholders in the professional field.
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4 | |||||
3 |
Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.
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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.
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5 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Behaves in accordance with organization/institution, business and social ethical values.
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4 | |||||
2 |
Analyzes the relations of the organization/institution with its stakeholders and executes them effectively.
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4 | |||||
3 |
Has the ability to encourage innovations.
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4 | |||||
4 |
Thinks critically about the organization / institution.
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4 | |||||
5 |
Has sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.
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4 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |
Total Workload of the Course Unit | 183 | ||
Workload (h) / 25.5 | 7,2 | ||
ECTS Credits allocated for the Course Unit | 7,0 |