Food 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) Has sufficient background in mathematics, science and engineering related fields.
2) Uses the theoretical and practical knowledge in mathematics, science and their fields together for engineering solutions.
3) Identifies, formulates and solves engineering problems, selects and applies appropriate analytical methods and modeling techniques for this purpose.
4) Analyze a system, system component or process and design it under realistic constraints to meet desired requirements; apply modern design methods accordingly.
5) Selects and uses the modern techniques and tools necessary for engineering applications.
6) Design experiments, conduct experiments, collect data, analyze and interpret results.
7) Works individually and in multi-disciplinary teams.
8) Accesses information and conducts resource research for this purpose, uses databases and other information sources.
9) Accesses information and conducts resource research for this purpose, uses databases and other information sources.
10) Accesses information and conducts resource research for this purpose, uses databases and other information sources.
11) Uses the theoretical and practical knowledge in mathematics, science and their fields together for engineering solutions.
12) Identifies, formulates and solves engineering problems, selects and applies appropriate analytical methods and modeling techniques for this purpose.
13) Analyze a system, system component or process and design it under realistic constraints to meet desired requirements; apply modern design methods accordingly.
14) Selects and uses the modern techniques and tools necessary for engineering applications.
15) Works individually and in multi-disciplinary teams
16) Uses information and communication technologies together with computer software required by the field at least Advanced Level of European Computer Skills License.
17) Communicate effectively verbally and in writing; use a foreign language at least at level B1 of the European Language Portfolio.
18) Communicates using technical drawing.
19) Accesses information and conducts resource research for this purpose, uses databases and other information sources.
20) Becomes aware of the universal and social effects of engineering solutions and applications; entrepreneurship and innovation and have knowledge about the problems of the age.
21) Has professional and ethical responsibility.
22) Have awareness of project management, workplace practices, employee health, environmental and occupational safety; the legal consequences of engineering applications.
23) Demonstrates awareness of the universal and social impact of engineering solutions and applications; is aware of entrepreneurship and innovation and has knowledge about the problems of the age.

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	Has sufficient background in mathematics, science and engineering related fields.
2)	Uses the theoretical and practical knowledge in mathematics, science and their fields together for engineering solutions.
3)	Identifies, formulates and solves engineering problems, selects and applies appropriate analytical methods and modeling techniques for this purpose.
4)	Analyze a system, system component or process and design it under realistic constraints to meet desired requirements; apply modern design methods accordingly.
5)	Selects and uses the modern techniques and tools necessary for engineering applications.
6)	Design experiments, conduct experiments, collect data, analyze and interpret results.
7)	Works individually and in multi-disciplinary teams.
8)	Accesses information and conducts resource research for this purpose, uses databases and other information sources.
9)	Accesses information and conducts resource research for this purpose, uses databases and other information sources.
10)	Accesses information and conducts resource research for this purpose, uses databases and other information sources.
11)	Uses the theoretical and practical knowledge in mathematics, science and their fields together for engineering solutions.
12)	Identifies, formulates and solves engineering problems, selects and applies appropriate analytical methods and modeling techniques for this purpose.
13)	Analyze a system, system component or process and design it under realistic constraints to meet desired requirements; apply modern design methods accordingly.
14)	Selects and uses the modern techniques and tools necessary for engineering applications.
15)	Works individually and in multi-disciplinary teams
16)	Uses information and communication technologies together with computer software required by the field at least Advanced Level of European Computer Skills License.
17)	Communicate effectively verbally and in writing; use a foreign language at least at level B1 of the European Language Portfolio.
18)	Communicates using technical drawing.
19)	Accesses information and conducts resource research for this purpose, uses databases and other information sources.
20)	Becomes aware of the universal and social effects of engineering solutions and applications; entrepreneurship and innovation and have knowledge about the problems of the age.
21)	Has professional and ethical responsibility.
22)	Have awareness of project management, workplace practices, employee health, environmental and occupational safety; the legal consequences of engineering applications.
23)	Demonstrates awareness of the universal and social impact of engineering solutions and applications; is aware of entrepreneurship and innovation and has knowledge about the problems of the age.

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		%