Week |
Subject |
Related Preparation |
1) |
• Course description
• Introducing the course resources
• Defining the ad as a means of persuasion
• Discussing the concepts of consumption, media and media consumption
• Discussing the relationship between advertising and social life and culture. |
Examining of suggestions sources
Reading: Banu Dağtaş, Reading Advertising, Utopia Publications, 2012 Reading Chapter 1 |
2) |
• Defining advertising communication
• Understanding the relationship between advertising and perception
• Recognition of the perception subject in advertising communication
• Defining and discussing the relations between consumption, perception and media
• Consumer position in advertising communication |
Reading: Rengin Küçükerdoğan, Advertisement Discourse , Es Publications, 2005, p. 1-30. |
3) |
• To understand the features of visual message in advertising communication
• To understand the features of linguistic message in advertising communication
• Recognition of visual message functions in advertising communication
• Recognition of the functions of linguistic message in advertising communication
• Evaluation and discussion of visual and linguistic messages in advertising together |
Reading: Rengin Küçükerdoğan, Advertisement Discourse , Es Publications, 2005, p. 1-30.
Examining the visual and linguistic characteristic of ad by selecting an advertisement |
4) |
• Understanding semiotics
• Understanding the theoretical foundations of ideological analysis through semiotics
• Understanding the relationship between advertising and culture
• Understanding the semiotics method as an analysis method
Use of semiotics as an analysis method |
Selection of the final project
Reading: Banu Dağtaş, Reading Advertising, Utopia Publications, 2012 Reading Chapter 1 pp 49-76. |
5) |
• Gaining the skill of doing semiotic analysis
• Analysis and interpretation of the advertising message
• Understanding the use of semiotics as a method to provide a critical view of advertising
• Understanding the relationship between advertising and consumer culture through semiotics
• Understanding the relationship between advertising and consumer through semiotics |
Analysis of the samples within the context of Final Project
Reading: Rengin Küçükerdoğan, Advertisement Discourse, Es Publications, 2005, p. 56-77. |
6) |
• Images of advertising images
• Identify advertising messages in terms of design elements
• Tell how advertising images can be edited with indicators
• Describe the narrative in advertising messages
• The meaning of the ad |
Analysis of the samples within the context of Final Project
Reading: Rengin Küçükerdoğan, Advertisement Discourse, Es Publications, 2005, p. 56-77. |
7) |
• Understanding how to analyze linguistic messages in advertising images
• Understanding how to analyze visual messages in advertising images
• Understanding of various approaches to the analysis of messages in advertising images
• Understanding the communication axes in advertising images
• Evaluating the social and cultural dimension of advertising within the framework of linguistic and visual messages in advertising images |
Analysis of the samples within the context of Final Project
Reading: Rengin Küçükerdoğan, Advertisement Discourse, Es Publications, 2005, p. 101-136. |
8) |
• Identify advertising communication within the framework of perception and attention.
• Define advertising communication within the framework of persuasion-oriented communication.
• Define the basic theories in which target audience attitudes and behaviors are taken into account when preparing messages in advertising communication.
• Define the visual message features in the ad.
• Define the linguistic message features in the ad.
• Identify the theories that form the basis of semiotics.
• Explain how semiotics are used in advertising analysis.
• Explain the reflection of cultural and social change to advertising with advertising examples.
• Describe the historical development of ad formats.
• Define arrangement and burning in the ad image
• Describe the analysis of linguistic messages in advertising images.
• Describe the analysis of visual messages in advertisements.
• Describe the function of the message in the ad image.
• Tell in what ways the content of the advertising image can be analyzed. |
Analysis of the samples within the context of Final Project
|
9) |
• Explaining the aims of content analysis applied to advertisements
• Explaining how to do quantitative studies in advertising analysis
• Explaining how to use quantitative and qualitative studies together in advertising analysis
• The content of the ads can be discussed with a critical perspective |
Examination of the samples within the context of Final Project by Content AnalysisReading: Tufan Özsoy, Advertising Reading, Hyperlink, 2015, pg. 41-85. |
10) |
• Defining the approaches in advertising criticism
• To explain the factors that increase the persuasion power of advertisements
• Defining the relationship of the advertisement with the consumer
• Defining the relationship of advertising with culture through examples
• Defining the relationship between consumption and advertising through examples |
Examination of the samples within the context of Final Project by Content |
11) |
• Product ads can be explained using content analysis method
• Discussing the content of product advertisements in the light of scientific methods
• Coding of the content of product ads
• Identification and evaluation of images used in product advertisements
• Defining product advertisements from a critical perspective |
Examination again of the samples within the context of Final Project by Content |
12) |
• Corporate advertisements can be explained using content analysis method
• Discussing the content of corporate advertisements in the light of scientific methods
• Coding of advertising content in corporate ads
• Identification and evaluation of images used in corporate advertisements
• Defining corporate ads from a critical perspective |
Examination again of the samples within the context of Final Project by Content |
13) |
• Political advertisements can be explained by using content analysis method
• Discussing the content of political advertisements in the light of scientific methods.
• Coding of advertising content in political advertisements
• Identification and evaluation of images used in political advertising
• Defining political advertising from a critical perspective |
Examination again of the samples within the context of Final Project by Content |
14) |
• Social ads can be explained using content analysis method
• Discussing the contents of social advertisements in the light of scientific methods
• Coding of advertising content in social ads
• Identification and evaluation of images used in social advertising
• Defining social ads from a critical perspective |
Examination again of the samples within the context of Final Project by Content |
15) |
• Submission of Final Project
• Final examination
• Explain how advertising analysis supports answering a research problem.
• Defining the results of the advertisement analysis
• Evaluation of the results of advertisement analysis |
Preperation of final exam |
16) |
End of semester |
End of semester |