Semiotics of Advertising

Course Code:

ADV 321

Course Type:

Elective

P:

3

Lab:

0

Credits:

3

ECTS:

4

Prerequisite Courses:

Media Analyses

Course Language:

English

Courses given by:

Faruk BİL

Course Objectives:

A comprehension of how meaning works; An appreciation of advertising as a creative medium; Heightened awareness of the subtle nuances of language used in advertising; An understanding that the same semiotic and linguistic effects which manipulate us as consumers also occur on all other levels of language, from fine literature to everyday conversation.

Course Content:

General principles of semiotics, including terminology, concepts; Practicing at applying the tools of semiotics for the analysis of concrete texts, both visual and written; Designing limited semiotic texts (ads);

Course Methodology:

1-Lecture 2- Interactive Lecture 6- Case Study 7- Brainstorming 8- Pairwork 15- Assignment

Course Evaluation Methods:

A-Exam C- Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
1) Comprehends the basic principles and theories of semiotics	3, 9, 10	1, 2, 7, 8	A
2) Uses terminology and concepts.	3, 10	1, 2, 7, 8	A, C
3) Relates advertisements.	1, 2, 4, 6, 7, 9	1, 2, 6, 7, 8, 15	A, C
4) Appreciates advertising as a creative medium.	1, 2	7, 8, 15	A, C
5) Understands that the semiotic and linguistic effects occur at an interdisciplinary level, from fine literature to everyday conversation.	3, 8	1, 2, 7, 8	A, C

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Introduction to semiotics: Learning how to see
2	Brief history and etymological roots of semiotics
3	Signs: The creation of meaning	https://journals.sagepub.com/doi/pdf/10.1177/1470785318821853
4	Theoreticians of semiotics (C. S. Peirce and F. de Saussure)
5	Theoreticians of semiotics (Russian School of Semiotics)
6	Theoreticians of semiotics (Russian School of Semiotics continues and C. W. Morris)
7	Midterm exam
8	A brief review and a case study analysis
9	Hegemony in Photographic Representation (Hegemony and the role of codes: Camera shots and angles, colors, and intertextuality in encoding and decoding) and its significance in advertising	Crow, D. (2003). Visible Signs: An Introduction to Semiotics. Switzerland: Cran-pres-Celigny. Barthes, R. (1998). Çağdaş Söylenler. İstanbul: Metis Yayınları
10	Theoreticians of Semiotics (Roland Barthes)	Barthes, R. (1975). The Pleasure of the Text. New York: Hill and Wang
11	A brief review and a case study analysis
12	Theoreticians of Semiotics (Umberto Eco)	Eco, U. (1994). The Role of the Reader: Explorations in the Semiotics of Texts. Bloomington, IND: Indiana University Press
13	A brief review and a case study analysis
14	Designing an ad (of any product category) using the terminology of semiotics
15	Revision and Final Discussion
16	Final

Recommended Sources

RECOMMENDED SOURCES

Textbook

Chandler, D. (2017). Semiotics: The Basics. London: Routledge.

Crow, D. (2003). Visible Signs: An Introduction to Semiotics. Switzerland: Cran-pres-Celigny.

Danesi, M. (2002). Understanding Media Semiotics. London: Oxford University Press.

Oswald, L. R. (2011). Marketing Semiotics: Signs, Strategies, and Brand Value. Oxford: Oxford University Press.

Additional Resources

Barthes, R. (1990). The Fashion System. Berkeley: UCLA Press

Barthes, R. (1975). The Pleasure of the Text. New York: Hill and Wang

Eco, U. (1994). The Role of the Reader: Explorations in the Semiotics of Texts. Bloomington, IND: Indiana University Press

https://journals.sagepub.com/doi/pdf/10.1177/1470785318821853

https://www-jstor-org.lproxy.yeditepe.edu.tr/stable/pdf/41762314.pdf?refreqid=excelsior%3A77c7031be01fef83439d03627ba51ddc

&

Professor’s slides

Material Sharing

MATERIAL SHARING
Documents	www.coadsys.yeditepe.edu.tr
Assignments	www.coadsys.yeditepe.edu.tr
Exams

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	40
Pairwork	4	20
Assignment	2	40
Total		100
Contribution of Final Examination to Overall Grade		60
Contribution of In-Term Studies to Overall Grade		40
Total		100

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences				X
2	Students design advertisements suitable for both traditional and digital media.		X
3	Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives.					X
4	Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards.		X
5	Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes.
6	Students create and lead media strategies in the field of advertising.	X
7	Students abide by universal values, law and ethical principles.	X
8	Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members.		X
9	Students adopt the critical approach in evaluating knowledge and skills related to the field.		X
10	Students demonstrate knowledge and understanding of the concepts and models related to the field.					X

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	6	6	36
Mid-terms	1	2	2
Pairwork (Classwork)	4	1	4
Homework	2	4	8
Final examination	1	3	3
Total Work Load			95
Total Work Load / 25 (h)			3,65
ECTS Credit of the Course			4

None

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