HRE351 CopywritingIstanbul 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: 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) 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

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