Chinese Translation and Interpreting
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:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

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):

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) 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

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		%