HRE455 Creativity in AdvertisingIstanbul Okan UniversityDegree Programs Automotive Engineering (English)General Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Automotive 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) 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.
2) The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose.
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.)
4) Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively.
5) Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics.
6) The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill.
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.
8) Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal.
9) Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications.
10) Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development.
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.
12) Knowledge on advanced calculus, including differential equations applicable to automotive engineering; familiarity with statistics and linear algebra; knowledge on chemistry, calculus-based physics, dynamics, structural mechanics, structure and properties of materials, fluid dynamics, heat transfer, manufacturing processes, electronics and control, design of vehicle elements, vehicle dynamics, vehicle power train systems, automotive related regulations and vehicle validation/verification tests; ability to integrate and apply this knowledge to solve multidisciplinary automotive problems; ability to apply theoretical, experimental and simulation methods and, computer aided design techniques in the field of automotive engineering; ability to work in the field of vehicle design and manufacturing.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
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.
2) The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose.
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.)
4) Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively.
5) Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics.
6) The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill.
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.
8) Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal.
9) Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications.
10) Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development.
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.
12) Knowledge on advanced calculus, including differential equations applicable to automotive engineering; familiarity with statistics and linear algebra; knowledge on chemistry, calculus-based physics, dynamics, structural mechanics, structure and properties of materials, fluid dynamics, heat transfer, manufacturing processes, electronics and control, design of vehicle elements, vehicle dynamics, vehicle power train systems, automotive related regulations and vehicle validation/verification tests; ability to integrate and apply this knowledge to solve multidisciplinary automotive problems; ability to apply theoretical, experimental and simulation methods and, computer aided design techniques in the field of automotive engineering; ability to work in the field of vehicle design and manufacturing.

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 %