| 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
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| 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 |
| |
Program Outcomes |
Level of Contribution |
| 1) |
Sufficient knowledge in mathematics, science and engineering related to their branches; and the ability to apply theoretical and practical knowledge in these areas to model and solve engineering problems. |
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| 2) |
The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose. |
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| 3) |
The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose. (Realistic constraints and conditions include such issues as economy, environmental issues, sustainability, manufacturability, ethics, health, safety, social and political issues, according to the nature of design.) |
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| 4) |
Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively. |
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| 5) |
Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics. |
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| 6) |
The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill. |
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| 7) |
Effective communication skills in Turkish oral and written communication; at least one foreign language knowledge; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. |
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| 8) |
Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal. |
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| 9) |
Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications. |
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| 10) |
Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development. |
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| 11) |
Information about the universal and social health, environmental and safety effects of engineering applications and the ways in which contemporary problems are reflected in the engineering field; awareness of the legal consequences of engineering solutions. |
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
