CREATIVITY IN ADVERTISING II PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
RTI302	CREATIVITY IN ADVERTISING II	6	3	3	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
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of the course is to provide students with the skills they need to plan and implement creative processes of advertising using digital design programs (Adobe Photoshop and Adobe Illustrator).
Contents of the Course Unit:	The course covers visual design elements, design principles, visual perception principles and digital advertising application studies adhering to these principles. At the same time, information about the graphic and typographic elements used in these studies constitutes the content of this course.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Defines the elements and principles of design within the framework of visual communication and design concepts.
Makes inferences about which communication tools should be used by remembering the components of creative strategies and the characteristics of communication in advertising.
It defines the visual perception principles in previous advertising studies.
Applies advertising designs by adhering to graphic design principles and using Adobe Photoshop program.
Applies text, meaning and color rules in visual communication design in Adobe Illustrator.
Adobe Photoshop ve Adobe Illustrator programlarını görsel algılama ilkeleri doğrultusunda kullanır.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature review	ntroduction, General information about the course: Purpose, Content, Application, Evaluation Explanation of the weekly course schedule: Syllabus References	Lecture, discussion
2	Reading a book chapter on the subject	Visual Communication and Design, design elements and design principles. Visual communication and writing. Measures of meaning and perception. The relationship between visual communication and remembrance.	Lecture, Question and answer method
3	Examine visual examples on the subject	Visual communication design and color. Application: Drawing and coloring in Illustrator.	Lecture, Discussion, Project application
4	Examine visual examples on the subject	Principles of visual perception and Gestalt theory. Relationships between Figure-Background, balance, features of the image and the principle of correspondence of the symbolized forms and meanings of the elements.	Lecture, Discussion, Project application
5	Examine visual examples on the subject	Gestalt theory and composition. Perceptual grouping, similar images, different images and their symbolization.	Lecture, Discussion, Project application
6	Examining visual examples and texts on the subject	Text and graphic design. Graphic design principles. Application: Text and image, image masking function in Illustrator.	Lecture, Discussion, Project application
7	Examining visual examples and texts on the subject	Text and graphic design. Graphic design principles.	Lecture, Discussion, Project application
8	-	MID-TERM EXAM	-
9	Examining visual examples and texts on the subject	Adobe Photoshop: Interface and tools: Decoupage tools, writing tools and layer concept.	Lecture, Discussion, Project application
10	Examine visual examples on the subject	Color models: HSL model, additive and subtractive color models, digitization of colors.	Lecture, Discussion, Project application
11	Examine visual examples on the subject	Application: Photoshop tools and commands.	Lecture, Discussion, Project application
12	Examine visual examples on the subject	Advertising product examples: Poster design	Team work
13	Examine visual examples on the subject	Advertising product examples	Team work
14	Examine visual examples on the subject	Advertising product examples: Brochure design.	Team work
15	Examine visual examples on the subject	Print advertising examples	Team work
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Book, Albert C. (1998). Reklamcılıkta metin ve taslağın ilkeleri. Yayınevi Yayıncılık
Burtenshaw, Ken (2014). Yaratıcı reklamcılığın temelleri. İstanbul: Literatür.

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.						5

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

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.					4
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.						5

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.						5
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.					4

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.						5
4	Thinks critically about the organization / institution.						5
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	13	5	65
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	12	5	60
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	43	0	182