HRE455 Creativity in AdvertisingIstanbul Okan UniversityDegree Programs Civil Engineering (English)General Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Civil 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: 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): 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
Competence to Work Independently and Take Responsibility
Field Specific Competence
Learning Competence
Communication and Social Competence

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) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.)
4) Ability to select and use modern techniques and tools needed for analyzing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or discipline specific research questions.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
8) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9) Knowledge on behavior according ethical principles, professional and ethical responsibility and standards used in engineering practices.
10) Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development.
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.)
4) Ability to select and use modern techniques and tools needed for analyzing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or discipline specific research questions.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
8) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9) Knowledge on behavior according ethical principles, professional and ethical responsibility and standards used in engineering practices.
10) Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development.
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.

Learning Activity and Teaching Methods

Assessment & Grading Methods and Criteria

Assessment & Grading

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