ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
| Public Relations and Advertising | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
General course introduction information
| Course Code: | HRE352 | ||||||||
| Course Name: | Advertising Analysis | ||||||||
| Course Semester: | Spring | ||||||||
| Course Credits: |
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| Language of instruction: | TR | ||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | Speciality Compulsory | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Öğr.Gör. ALTUĞ SAMİ İÇİLENSU | ||||||||
| Course Lecturer(s): |
Dr.Öğr.Üyesi HAVVA PALACI |
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| Course Assistants: |
Course Objective and Content
| Course Objectives: | The purpose of this course is to develop an understanding on contents of advertisements with its social and cultural meanings. The course provides students the ability to analyze contents of advertisements within critical perspectives. |
| Course Content: | Definition of purpose and function of advertisement; Location of advertising implementation in communication theories; Features of visual message in advertising communication; The cultural dimension of advertising; Straight meaning and side meaning in advertising image; Definition of image positioning indicators (editing, framing, angle); Analysis of language level in advertising images; To define the relationship between advertising communication and perception; Steps to be implementation in content analysis method; Definition of advertising appeal concept; Examples of content analytics implementation for product ads; Examples of content analysis implementation for corporate advertising; Examples of content analysis implementation for political advertising; Examples of content analysis implementation for social ads; Definition of advertising analysis |
Learning Outcomes
The students who have succeeded in this course;
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Lesson Plan
| Week | Subject | Related Preparation |
| 1) | • Course description • Introducing the course resources • Defining the ad as a means of persuasion • Discussing the concepts of consumption, media and media consumption • Discussing the relationship between advertising and social life and culture. | Examining of suggestions sources Reading: Banu Dağtaş, Reading Advertising, Utopia Publications, 2012 Reading Chapter 1 |
| 2) | • Defining advertising communication • Understanding the relationship between advertising and perception • Recognition of the perception subject in advertising communication • Defining and discussing the relations between consumption, perception and media • Consumer position in advertising communication | Reading: Rengin Küçükerdoğan, Advertisement Discourse , Es Publications, 2005, p. 1-30. |
| 3) | • To understand the features of visual message in advertising communication • To understand the features of linguistic message in advertising communication • Recognition of visual message functions in advertising communication • Recognition of the functions of linguistic message in advertising communication • Evaluation and discussion of visual and linguistic messages in advertising together | Reading: Rengin Küçükerdoğan, Advertisement Discourse , Es Publications, 2005, p. 1-30. Examining the visual and linguistic characteristic of ad by selecting an advertisement |
| 4) | • Understanding semiotics • Understanding the theoretical foundations of ideological analysis through semiotics • Understanding the relationship between advertising and culture • Understanding the semiotics method as an analysis method Use of semiotics as an analysis method | Selection of the final project Reading: Banu Dağtaş, Reading Advertising, Utopia Publications, 2012 Reading Chapter 1 pp 49-76. |
| 5) | • Gaining the skill of doing semiotic analysis • Analysis and interpretation of the advertising message • Understanding the use of semiotics as a method to provide a critical view of advertising • Understanding the relationship between advertising and consumer culture through semiotics • Understanding the relationship between advertising and consumer through semiotics | Analysis of the samples within the context of Final Project Reading: Rengin Küçükerdoğan, Advertisement Discourse, Es Publications, 2005, p. 56-77. |
| 6) | • Images of advertising images • Identify advertising messages in terms of design elements • Tell how advertising images can be edited with indicators • Describe the narrative in advertising messages • The meaning of the ad | Analysis of the samples within the context of Final Project Reading: Rengin Küçükerdoğan, Advertisement Discourse, Es Publications, 2005, p. 56-77. |
| 7) | • Understanding how to analyze linguistic messages in advertising images • Understanding how to analyze visual messages in advertising images • Understanding of various approaches to the analysis of messages in advertising images • Understanding the communication axes in advertising images • Evaluating the social and cultural dimension of advertising within the framework of linguistic and visual messages in advertising images | Analysis of the samples within the context of Final Project Reading: Rengin Küçükerdoğan, Advertisement Discourse, Es Publications, 2005, p. 101-136. |
| 8) | • Identify advertising communication within the framework of perception and attention. • Define advertising communication within the framework of persuasion-oriented communication. • Define the basic theories in which target audience attitudes and behaviors are taken into account when preparing messages in advertising communication. • Define the visual message features in the ad. • Define the linguistic message features in the ad. • Identify the theories that form the basis of semiotics. • Explain how semiotics are used in advertising analysis. • Explain the reflection of cultural and social change to advertising with advertising examples. • Describe the historical development of ad formats. • Define arrangement and burning in the ad image • Describe the analysis of linguistic messages in advertising images. • Describe the analysis of visual messages in advertisements. • Describe the function of the message in the ad image. • Tell in what ways the content of the advertising image can be analyzed. | Analysis of the samples within the context of Final Project |
| 9) | • Explaining the aims of content analysis applied to advertisements • Explaining how to do quantitative studies in advertising analysis • Explaining how to use quantitative and qualitative studies together in advertising analysis • The content of the ads can be discussed with a critical perspective | Examination of the samples within the context of Final Project by Content AnalysisReading: Tufan Özsoy, Advertising Reading, Hyperlink, 2015, pg. 41-85. |
| 10) | • Defining the approaches in advertising criticism • To explain the factors that increase the persuasion power of advertisements • Defining the relationship of the advertisement with the consumer • Defining the relationship of advertising with culture through examples • Defining the relationship between consumption and advertising through examples | Examination of the samples within the context of Final Project by Content |
| 11) | • Product ads can be explained using content analysis method • Discussing the content of product advertisements in the light of scientific methods • Coding of the content of product ads • Identification and evaluation of images used in product advertisements • Defining product advertisements from a critical perspective | Examination again of the samples within the context of Final Project by Content |
| 12) | • Corporate advertisements can be explained using content analysis method • Discussing the content of corporate advertisements in the light of scientific methods • Coding of advertising content in corporate ads • Identification and evaluation of images used in corporate advertisements • Defining corporate ads from a critical perspective | Examination again of the samples within the context of Final Project by Content |
| 13) | • Political advertisements can be explained by using content analysis method • Discussing the content of political advertisements in the light of scientific methods. • Coding of advertising content in political advertisements • Identification and evaluation of images used in political advertising • Defining political advertising from a critical perspective | Examination again of the samples within the context of Final Project by Content |
| 14) | • Social ads can be explained using content analysis method • Discussing the contents of social advertisements in the light of scientific methods • Coding of advertising content in social ads • Identification and evaluation of images used in social advertising • Defining social ads from a critical perspective | Examination again of the samples within the context of Final Project by Content |
| 15) | • Submission of Final Project • Final examination • Explain how advertising analysis supports answering a research problem. • Defining the results of the advertisement analysis • Evaluation of the results of advertisement analysis | Preperation of final exam |
| 16) | End of semester | End of semester |
Sources
| Course Notes / Textbooks: | Reklam Söylemi Rengin Küçükerdoğan 2010 | Es Yayınları ISBN: 975-8716-47-6 Reklamı Okumak Banu Dağtaş 2012 | Ütopya ISBN: 978-975-6361-01-6 |
| References: | Reklam Çekicilikleri Müge Elden, Uğur Bakır 2010 İletişim Yayıncılık Reklamı Okumak Tufan Özsoy 2015 | Hiperlink ISBN: 978-9944-157-95-7 |
Course-Program Learning Outcome Relationship
| Learning Outcomes | 1 |
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|---|---|---|---|---|---|
| Program Outcomes | |||||
| 1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising, | |||||
| 2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels | |||||
| 3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques, | |||||
| 4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising, | |||||
| 5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies, | |||||
| 6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising. | |||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising, | |
| 2) | 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels | |
| 3) | 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques, | |
| 4) | 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising, | |
| 5) | 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies, | |
| 6) | 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising. |
Learning Activity and Teaching Methods
| Expression | |
| Brainstorming/ Six tihnking hats | |
| Lesson | |
| Reading |
Assessment & Grading Methods and Criteria
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Oral Examination | |
| Homework | |
| Presentation | |
| Yarışma |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Midterms | 1 | % 40 |
| Final | 1 | % 60 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |
Workload and ECTS Credit Grading
| Activities | Number of Activities | Workload |
| Course Hours | 16 | 48 |
| Application | 16 | 16 |
| Special Course Internship (Work Placement) | 1 | 1 |
| Study Hours Out of Class | 16 | 24 |
| Presentations / Seminar | 16 | 28 |
| Project | 16 | 19 |
| Homework Assignments | 15 | 21 |
| Midterms | 16 | 16 |
| Final | 1 | 1 |
| Total Workload | 174 | |