Code |
Name of the Course Unit |
Semester |
In-Class Hours (T+P) |
Credit |
ECTS Credit |
HIT337 |
ADVERTISEMENT ANALYSIS |
5 |
3 |
3 |
5 |
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 : |
Elective |
Mode of Delivery of the Course Unit |
- |
Coordinator of the Course Unit |
Assist.Prof. ÇAĞLA TUĞBERK ARIKER |
Instructor(s) of the Course Unit |
|
Course Prerequisite |
No |
OBJECTIVES AND CONTENTS |
Objectives of the Course Unit: |
This course aims to determine and evaluate the strategies and tactics used in advertising in various types of media by advertising analysis techniques. |
Contents of the Course Unit: |
Contents of the course include the subjects as in analysis of advertisements published in different environments, determining the strategy and tactics of the brand, examination of different sectors, creating a brief, Listing of ad channels, discussion of selection of suitable media for advertising. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
Compare the content related to advertising and content analysis |
Classify the open-ended texts |
Infer different meanings from one text by focusing on subtexts based on critical perspective |
Relate to advertising and consumption concepts through a sample ad with ad analysis methods |
Compare all possible meanings by discussing ad content with multiple meanings |
Evaluate advertising designs in terms of aesthetic values and functionality |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
Week |
Preparatory |
Topics(Subjects) |
Method |
1 |
Literature review |
Advertising and Advertising from the perspectives in Economy-politics |
Lecture |
2 |
Literature review |
Advertising and culture |
Lecture |
3 |
Literature review |
Advertising and brand |
Lecture |
4 |
Literature review |
Advertising and target audience |
Lecture |
5 |
Literature review |
Advertising and consumer behaviour |
Lecture |
6 |
Literature review |
Advertising and media |
Lecture |
7 |
Literature review |
Semiology |
Lecture |
8 |
- |
MID-TERM EXAM |
- |
9 |
Literature review |
Communication Media, Semiology and Advertising |
Lecture |
10 |
Literature Review
Specimen Handling |
Advertising Analysis on TV |
Lecture & Discussion |
11 |
Literature Review
Specimen Handling |
Advertising Analysis on TV |
Lecture & Discussion |
12 |
Literature Review
Specimen Handling |
Advertising Analysis on Printed Media |
Lecture & Discussion |
13 |
Literature Review
Specimen Handling |
Advertising Analysis on Radio |
Lecture & Discussion |
14 |
Literature Review
Specimen Handling |
Advertising Analysis on Internet, Application |
Lecture & Discussion |
15 |
Literature Review
Specimen Handling |
Advertising Analysis of Practices in Open Air and Activities |
Lecture & Discussion |
16 |
- |
FINAL EXAM |
- |
17 |
- |
FINAL EXAM |
- |
SOURCE MATERIALS & RECOMMENDED READING |
Baudrillard, J. (2004), Tüketim Toplumu, İstanbul: Ark Yayınları |
Sutherland, M. and Sylvester, A. K.(2004), Reklam ve Tüketici Zihni, İstanbul: MEDİACAT Kitapları |
Batı, U. (2016), Reklamın Dili, İstanbul: Alfa Basım Yayım |
Terlutter, R., ve Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3): 95-112. |
ASSESSMENT |
Assessment & Grading of In-Term Activities |
Number of Activities |
Degree of Contribution (%) |
Description |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES
KNOWLEDGE |
Theoretical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Define the theories, concepts and principles of the basic and sub-fields of business.
|
|
|
|
|
|
|
2 |
Explain business functions and processes based on current scientific sources.
|
|
|
|
|
|
|
KNOWLEDGE |
Factual |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Relate internationally valid business cases with the theories and concepts of other social sciences.
|
|
|
|
|
|
|
SKILLS |
Cognitive |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Explain the current events and facts in his / her field analytically and systematically based on advanced knowledge and skills he / she has.
|
|
|
|
|
|
|
SKILLS |
Practical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Use the theoretical and factual knowledge in business for occupational practices.
|
|
|
|
|
|
|
2 |
Solve individual and organizational problems in business life.
|
|
|
|
|
|
|
3 |
Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems.
|
|
|
|
|
|
|
OCCUPATIONAL |
Autonomy & Responsibility |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Plan research and work using knowledge and skills gained in the field of business.
|
|
|
|
|
|
|
2 |
Organize the activities for organizational goals and purposes independently.
|
|
|
|
|
|
|
OCCUPATIONAL |
Learning to Learn |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Criticize advanced knowledge and skills in the field with a critical approach.
|
|
|
|
|
|
|
2 |
Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments.
|
|
|
|
|
|
|
OCCUPATIONAL |
Communication & Social |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Express his/her knowledge, thoughts and solutions on business to related stakeholders in written and verbal ways.
|
|
|
|
|
|
|
2 |
Use the information and communication technology software and equipment required for business.
|
|
|
|
|
|
|
OCCUPATIONAL |
Occupational and/or Vocational |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Apply the social, scientific, cultural and ethical values at the stages of the collection of data, their implementation, interpretation and announcement of results in the field of business.
|
|
|
|
|
|
|
2 |
Relate the concepts of social rights, occupational safety, employee health, quality management and sustainability with the cases in business life.
|
|
|
|
|
|
|
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 |
3 |
42 |
Land Surveying |
0 |
0 |
0 |
Group Work |
0 |
0 |
0 |
Laboratory |
0 |
0 |
0 |
Reading |
14 |
2 |
28 |
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 |
127 |
|
Total Workload of the Course Unit |
127 |
|
|
Workload (h) / 25.5 |
5 |
|
|
ECTS Credits allocated for the Course Unit |
5,0 |
|