HRE351 CopywritingIstanbul Okan UniversityDegree Programs Chinese Translation and InterpretingGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Chinese Translation and Interpreting
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General course introduction information

Course Code: HRE351
Course Name: Copywriting
Course Semester: Spring
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: University Elective
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): Öğr.Gör. MEHMET AKİF EBICLIOGLU
Course Assistants:

Course Objective and Content

Course Objectives: The objective of the Copywriting course is to instruct students in comprehension, analyzing, criticizing and creating advertising copies in printed and visual media, especially focusing on linguistic. The second part of the course aims to give students the opportunity to learn copywriting techniques used in mass media advertising and to develop their writing qualifications vis-à-vis the area of expertise.
Course Content: Advertising Writing and Creativity; Creative strategy; Creative ideas, the birth of ideas and their stages; Techniques used in finding creative ideas; Creative process in advertising; Use of visual / linguistic metaphors; Rhetoric; Rhetorical figure; Lİnguistic support; Printed media environments; Advertisement writing; Title; Printed media environments; Subtitle; Main text; Closure and slogan; Letter, brochure-catalog; Broadcasting advertisement environment; Television; Scenario; Format; Story board; Shooting scale; Camera viewpoint; Writing radio advertising; Digital media; Digital media authoring; Social media; Online advertising; Mobile application; Push / pull message

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
2 - Skills
Cognitive - Practical
1) planning creative strategies.
2) using metaphors
3) ability to write advertising scenarios
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) • Defining the concept of creativity. • Disclosure of scientific research on creativity. • To explain the components of creativity in order. • Describe the stages of creativity in order. • Explain the basics of the creative process. Repetition of the stated issues. Reading the topics of the next lesson.
2) • Explaining the concept of creative personality. • Understanding general misconceptions about creativity. • Listing the conditions of successful advertisement by listing. • Defining the concept of creative advertising. • Explanation of the basic features of creative advertising. Repetition of the stated issues. Reading the topics of the next lesson.
3) • To explain the creative strategies used in advertising. • Matching creative strategies to existing ads. • To explain the tactics used in the implementation of creative strategies by listing. • Matching the tactics used in the implementation of creative strategies to existing advertisements. Repetition of the stated issues. Reading the topics of the next lesson. Homework: Preparation of one for each advertisement for each strategy that have been explained in the class and presentation on next class session.
4) • Explanation of the concept of creative idea. • Explaining the birth of the creative idea and listing its stages. • Explaining the analysis phase. • Disclosure of the incubation phase. • Explain the phase of finding the idea. • Disclosure of the evaluation phase. • Explaining the application phase. Repetition of the stated issues. Read the topics of the next lesson.
5) • Explaining brainstorming technique. • Explanation of qualification sorting technique. • Explaining the synectic technique. • Explaining the role-playing technique. • Explanation of feature listing technique. • Explaining morphological synthesis technique. Repetition of the stated issues. Read the topics of the next lesson.
6) • Explanation of the problem identification phase. • Explanation of the perception of the problem. • Explain the stage of facing the problem. • To explain the incubation and enlightenment stages. • To explain the steps of creating and applying concepts. • Explaining the stages of displaying and evaluating the results. Repetition of the stated issues. Read the topics of the next lesson.
7) • Defining the concept of metaphor. • Explaining the concept of metaphor in advertising. • Explaining the use of verbal metaphor and advertisement. • Explaining the use of visual metaphor and advertisement. • Explaining the types of visual metaphors in order. Repetition of the stated issues. Read the topics of the next lesson.
8) • Sorting print media. • Describing the printed media that are mass media. • Announcement of ad writing for newspapers and magazines. • To explain the concept of title with examples. • Promise-benefit title; detailing news headline and curious headline types. • The title that appeals to a specific audience; Explanation of the imperative title and question title topics with examples. • Comparative title; challenging title; Explanation of the topics of the invitation with examples. Repetition of the stated issues. Read the topics of the next lesson.
9) • Announcement of ad writing for newspapers and magazines. • To explain the concept of title with examples. • Promise-benefit title; detailing news headline and curious headline types. Repetition of the stated issues. Read the topics of the next lesson.
10) • Explaining the concept of subtitle. • Defining the concept of the main text. • Explaining the direct sales approach and indirect sales approach in the main text. • To explain the concepts of closing and slogan. • Addressing the writing of ad text for letters and brochures and catalogs, other printed media. • Explanation and discussion of the copywriting project to be completed and presented at the end of the semester. Repetition of the stated issues. Read the topics of the next lesson.
11) • Identification of copywriting for broadcast channels. • Announcement of the types of television commercials (immobile-moving-tape). • Explanation of TV commercial production formats. • Don't show; case study and problem solving; Server; constantly used player; testimony; story; Identification of musical formats. • Addressing the television advertising scenario and writing stages. Repetition of the stated issues. Read the topics of the next lesson.
12) • Explaining the concept of story board with examples. • Defining the gravity scale. • Basic gravity scales and their properties. • Explanation of camera viewpoint. • Listing the points to be considered when writing a TV advertisement. Repetition of the stated issues. Read the topics of the next lesson.
13) • Identification of advertising for radio. • Basic formats used when writing radio ads. • Describe and describe the creative approaches used when writing radio ads. • Examining and evaluating sample radio ads. Repetition of the stated issues. Read the topics of the next lesson.
14) • Identification of digital media. • Disclosure of the place of digital media in marketing communications. • Sorting the components of digital media. • Defining the concept of digital media writing. • Explanation of the points to be considered when writing for digital media. Repetition of the stated issues. Completion of preparations for the project to be presented at the end of the semester.
15) Final exam Final Exam
16) End of semester End of semester

Sources

Course Notes / Textbooks: Reklamda Yaratıcılık ve Yazarlık.
Doç. Dr. Ayhan Yılmaz (Ed).
2013 T.C. Anadolu Üniversitesi Yayını No: 3015
References: Müge Elden
“Reklam Yazarlığı”
İstanbul: İleitşim Yayınları

Course-Program Learning Outcome Relationship

Learning Outcomes

1

2

3

Program Outcomes
1) Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field.
1) Graduates are capable of performing written and oral translation in at least one field of expertise, in accordance with the existing needs of professional life.
2) To be able to use advanced theoretical and applied knowledge in the field. To be able to interpret and evaluate data, identify problems, analyze, and develop solutions based on research and evidence using advanced knowledge and skills in the field.
2) Graduates have multilingual communication skills adequate to produce written and oral translations in language categories A, B, and C (language levels according to the European Language Portfolio on a Global Scale; language A at C2 level, language B at B2 level, language/s C at B1 level).
3) To be able to conduct an advanced study related to the field independently. To take responsibility individually and as a team member to solve unforeseen and complex problems encountered in applications related to the field. To be able to plan and manage activities for the development of employees under their responsibility within the framework of a project.
3) Graduates become familiar with the intellectual and cultural traditions in the cultures speaking A, B, and C languages and obtain awareness about behaviors and attitudes specific to such cultures.
4) To be able to evaluate the advanced knowledge and skills in the field with a critical approach, To be able to determine learning needs and direct learning. To be able to develop a positive attitude towards lifelong learning.
4) Graduates analyze written and oral texts produced in A, B and C languages, and comment on and translate them into the language A or B.
5) To be able to inform the related people and institutions on the subjects related to the field; To be able to convey their thoughts and solution suggestions for problems verbally and in writing. To be able to share their thoughts and solution suggestions on issues related to the field with the experts and non-experts by supporting them with quantitative and qualitative data. To be able to organize and implement projects and activities for the social environment in which they live with a sense of social responsibility. To be able to follow the information in the field and communicate with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level. To be able to use information and communication technologies with at least the European Computer Driving License Advanced Level computer software required by the field.
5) Graduates use the contemporary tools and techniques required for the practice of translation, as well as information and communication technologies together with computer hardware and software knowledge required by the field.
6) Graduates possess sufficient knowledge of theoretical and methodological approaches in translation studies to begin graduate studies in the field.
6) Acting in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results of the field. Having sufficient awareness of the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety.
7) Graduates possess sufficient knowledge to evaluate issues related to the education of translators as well as to occupational organizing and ethics within the profession, and to propose, from a social and scientific perspective, solutions to such issues in the various fields in which the need for translation arises.
8) Graduates have the ability to perform disciplinary as well as inter-disciplinary team work.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field.
1) Graduates are capable of performing written and oral translation in at least one field of expertise, in accordance with the existing needs of professional life.
2) To be able to use advanced theoretical and applied knowledge in the field. To be able to interpret and evaluate data, identify problems, analyze, and develop solutions based on research and evidence using advanced knowledge and skills in the field.
2) Graduates have multilingual communication skills adequate to produce written and oral translations in language categories A, B, and C (language levels according to the European Language Portfolio on a Global Scale; language A at C2 level, language B at B2 level, language/s C at B1 level).
3) To be able to conduct an advanced study related to the field independently. To take responsibility individually and as a team member to solve unforeseen and complex problems encountered in applications related to the field. To be able to plan and manage activities for the development of employees under their responsibility within the framework of a project.
3) Graduates become familiar with the intellectual and cultural traditions in the cultures speaking A, B, and C languages and obtain awareness about behaviors and attitudes specific to such cultures.
4) To be able to evaluate the advanced knowledge and skills in the field with a critical approach, To be able to determine learning needs and direct learning. To be able to develop a positive attitude towards lifelong learning.
4) Graduates analyze written and oral texts produced in A, B and C languages, and comment on and translate them into the language A or B.
5) To be able to inform the related people and institutions on the subjects related to the field; To be able to convey their thoughts and solution suggestions for problems verbally and in writing. To be able to share their thoughts and solution suggestions on issues related to the field with the experts and non-experts by supporting them with quantitative and qualitative data. To be able to organize and implement projects and activities for the social environment in which they live with a sense of social responsibility. To be able to follow the information in the field and communicate with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level. To be able to use information and communication technologies with at least the European Computer Driving License Advanced Level computer software required by the field.
5) Graduates use the contemporary tools and techniques required for the practice of translation, as well as information and communication technologies together with computer hardware and software knowledge required by the field.
6) Graduates possess sufficient knowledge of theoretical and methodological approaches in translation studies to begin graduate studies in the field.
6) Acting in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results of the field. Having sufficient awareness of the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety.
7) Graduates possess sufficient knowledge to evaluate issues related to the education of translators as well as to occupational organizing and ethics within the profession, and to propose, from a social and scientific perspective, solutions to such issues in the various fields in which the need for translation arises.
8) Graduates have the ability to perform disciplinary as well as inter-disciplinary team work.

Learning Activity and Teaching Methods

Expression
Individual study and homework
Reading
Project preparation

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Individual Project
Presentation

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Attendance 16 % 0
Homework Assignments 1 % 10
Presentation 1 % 10
Midterms 1 % 30
Final 1 % 50
total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Workload
Course Hours 16 48
Midterms 1 1
Final 1 1
Total Workload 50