Energy Systems Engineering (English)
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

HRE455

Course Name:

Creativity in Advertising

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Öğr.Gör. EYYÜPHAN ERKUL

Course Lecturer(s):

Assoc. Prof. ZEYNEP GENEL

Course Assistants:

Course Objective and Content

Course Objectives:	Throughout the course, students will be introduced to various models of exploring creativity. This course is designed to give students a basic understanding of the creative strategy development process and an appreciation for the critical thinking.
Course Content:	Introduction to Advertising Creativity Unification Activation Metaphor Subtraction Extreme Consequence Absurd Alternative Inversion Extreme Effort Attribute–Value Mapping Practice the 8 tools- application

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	Syllabus Discuss Course Outline	Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009.
2)	• Introduce the theory and application of advertising writing and design. • Describe the nature and history of creativity in advertising. • Summarize planning and preparation of advertising messages for mass media. • Describe the specific techniques and executions used in various media.	Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009.
3)	• Discuss where the ideas come from • Identify the prisons that the advertisers are set free • Define and analyze the advertising media and using the medium • Explore two approaches using the unification technique	Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009
4)	• Describe how advertisers take attention in a noisy world • Analyze the tools for attention • Explain and discuss benefits for using activation	Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009
5)	• Discuss getting it in one shot by using metaphor • Analyze public displays of important figures in Turkey • Demonstrate how effectively creating a metaphoric ad • Evaluate the fusion of brand advertising, brand recognition and instructions for use	Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009.
6)	• Recognize the minimalism and the winning results • Analyzing when subtraction is an addition • Argue on how subtraction can highlight the message • Identify unintuitive thinking	Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009.
7)	MIDTERM EXAM
8)	• Explain how to avoid cliché – and still highlight a product’s promise • Present thinking process for presenting a minor trait • Represent the instructions for use of Extreme Consequence, using a minor trait	Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988. Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
9)	• Identify how to focus on the benefit – not the product • Explain generous irony in absurd situations • Discuss when the product should be in the ad	Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988. Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
10)	• Analyze how absurd situations make it real • Recognize when to use minor trait Inversion • Demonstrate and explain using Inversion on our old standbys	Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988. Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
11)	• List what to say when you have nothing to say • Evaluate extreme effort from brand’s aspect • Evaluate extreme effort from consumer’s aspect	Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988. Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
12)	• Identify the difference between an attribute and a value • Determine added value of defining the value – the next step of the process: Beginning to seek new messages • Discuss if people do what they know is right • Criticize the connection between attribute and value • Distinguish between attribute and value levels	Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988. Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
13)	• Present the award winning creative ads • Identify the tools that are used for each ad	Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988. Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
14)	Discussion of all tools for creative advertising which have been presented throughout the semester	Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988. Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
15)	Discussion of all tools for creative advertising which have been presented throughout the semester General Revision	Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988. Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
16)	FINAL EXAM

Sources

Course Notes / Textbooks:	Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009.
References:	• Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988. • Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.

Course-Program Learning Outcome Relationship

Learning Outcomes
Program Outcomes
1) Closed Department

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Closed Department

Learning Activity and Teaching Methods

Assessment & Grading Methods and Criteria

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
total		%
PERCENTAGE OF SEMESTER WORK		% 0
PERCENTAGE OF FINAL WORK		%
total		%