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ADVERTISEMENT WRITING PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
HIT443 ADVERTISEMENT WRITING 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 Face to face
Coordinator of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP
Instructor(s) of the Course Unit Assist.Prof.Dr. SARP BAĞCAN

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: This course aims to enable students to interpret advertising texts and create new advertising texts with the theoretical knowledge they have taken in the course and from the perspective of advertising.
Contents of the Course Unit: Contents of the course include the subjects as in introducing the concept of advertising, performing target audience analysis, explanation of the concept of creative advertising, writing an advertising scenario, examination of advertising practices samples.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

List at least 3 of the basic features that an advertisement text should have
Explain the structural features of advertisement text
Compare the persuasion models used in advertisement writing
Compare advertising scenarios in the context of the basic features that an advertisement should have through a sample advertisement
Apply product positioning with his/her advertisement writing acknowledge
Distinguish the target audience intended in advertisement.
Analyze advertising texts
Create their own advertising texts with technical and theoretical knowledge

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Reading the related subject in the coursebook What is Advertisement Writing and Study Areas Lecture & Question and Answer
2 Reading the related subject in the coursebook Preparing Advertisement Synopsys Lecture & Question and Answer
3 Reading the related subject in the coursebook Advertisement Scenario Writing Techniques Lecture & Question and Answer
4 Reading the related subject in the coursebook, Analysing Samples Advertisement Treatment Writing Lecture & Question and Answer
5 Reading the related subject in the coursebook, Analysing Samples Advertisement Storyboard Studies Lecture & Question and Answer
6 Reading the related subject in the coursebook, Analysing Samples Preparing Advertisement Mise en Scene Lecture & Question and Answer
7 Reading the related subject in the coursebook, Analysing Samples Analysing Advertisement Scenarios and Advertisement Writing Studies Lecture & Question and Answer
8 - MID-TERM EXAM -
9 - Advertisement Scenarios Homework Lecture & Question and Answer & Individual Homework
10 Reading the related subject in the coursebook, Analysing Samples Analysing Advertisement Scenarios in Turkey and the World Lecture & Question and Answer & Analysing Samples
11 Reading the related subject in the coursebook, Analysing Samples Advertisement Writing in Printed Media Lecture & Question and Answer & Analysing Samples
12 Literature Review, Analysing Samples Advertisement Writing in Visual and Auditory Media Lecture & Question and Answer & Analysing Samples
13 Literature Review, Analysing Samples Advertisement Language Analysis Lecture & Question and Answer & Analysing Samples
14 - Advertisement Writing Homework Lecture & Question and Answer & Individual Homework
15 General Revision Preparations for Final Exams Lecture & Question and Answer & Discussion
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Muge Elden (2016). Reklam Yazarligi. Iletisim Publications
Muge Elden (2016). Reklam ve Reklamcilik. Say Publications
Hirschman, E. C. (1989). Role-based models of advertising creation and production. Journal of Advertising, 18(4): 42-53.

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
Describe basic communication theories with the knowledge gained in public relations and publicity.
2
2
List the main features of communication in items.
2
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
0

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
5
2
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
0
3
Tell the basic concepts of public relations and advertising in detail.
2

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level in the light of current debates.
0
2
Use the leadership, communication and presentation skills in occupational events.
1

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
3
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
0
3
Create communication programs within the public relations and advertising campaign.
5

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.
5

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the planning processes of past communication programs, public relations and advertising practices.
5

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.
2

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan communication programs in the awareness of ethical values in the professional work.
5

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 11 2 22
Assignment (Homework) 2 5 10
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 5 5
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 1 4 4
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 45 0 127
Total Workload of the Course Unit 127
Workload (h) / 25.5 5
ECTS Credits allocated for the Course Unit 5,0