Course Language:
English
Courses given by:
Course Objectives:
Understanding of the technical and creative stages of the advertising production process with visual design applications; Practice of ads using local and global examples. Understanding of the culture and language of advertising; Portfolıo preparation; Understanding of the functioning and production of advertising agencies; Gain presentation experience at the end of the semester.
Course Content:
Significant turning points and influences in recent advertising history; Preparation of verbal and visual studies for the production of a brand's corporate identity and launch campaign; Understanding of how graphic design skills are used in advertising; Production of ideas for creative advertising.
Course Methodology:
1-Lecture 2- Interactive Lecture 4- Role-playing / Drama 7- Brainstorming 9- Demonstration 10- Simulation
Course Evaluation Methods:
A-Exam B- Oral Exam / Presentation C- Homework E- Project / Design
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| 1- Gain understanding that advertising is a process of creative idea planning. | 1,2,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 2- Gain the practice of developing creative ideas. | 1,2,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 3- Learn and experience the methods of using visual design in advertising. | 1,2,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 4- Learn how to translate creative strategy into visual and verbal language. | 1,2,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 5- Experience and gain understanding of advertising terminology and advertising agency working methods used in the sector. | 1,2,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction | |
| 2 | Advertisement categories. An Overview to advertising history; analysing the examples | |
| 3 | Impressive Ads. The first step of the student projects. | |
| 4 | The new advertising agencies around the world and samples from them. The first step of the student projects. | |
| 5 | How does the brand name work? What is brief? Student Projects: Research on brand name and brief | |
| 6 | Graphic design and its principles, what does the graphic designer produce? Student Projects: Research on brand name and brief | |
| 7 | Colour, composition, typography, corporate identity. Student projects: Research on the Corporate Identity(CI) drafts and on brief | |
| 8 | What is brand? What is the brand identity? What is concept board? Student projects: Research on CI, Concept Board and the final confirmation | |
| 9 | Vize exams, Student projects: CI materials, Concept Board, Presentation of the brief and the campaign | |
| 10 | Cultural aspects that inspires our creative thinking | |
| 11 | Design movements of the 20th century. 2nd part of the student projects. Preparation for the launch campaign | |
| 12 |
Analysing the advertisement materials and the production process with examples
Advertising photography and its usage, Analysing the commercial films, The Process of commercial film production, . Pre-production Meeting (PPM), Preparation for the launch campaign |
|
| 13 | 2nd part of the student projects | |
| 14 |
Advertising Campaign Types; Launching, image, sales campaign,
Work stream in agencies, 2nd part of the student projects, Press Advertising, Outdoor Campaign, Digital Campaign, Commercial Film |
|
| 15 | Corporate Identity, Press Advertising, Outdoor Campaign, Digital Campaign, Commercial Film | |
| 16 | Final Presentation | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook | Advertising by design : creating visual communications with graphic impact / Robin. Landa Hoboken : J. Wiley & Sons., 2004 |
| Additional Resources | http://creativity-online.com/ |
Material Sharing
| MATERIAL SHARING | |
| Documents | https://www.luerzersarchive.com/ http://www.oneclub.org/ |
| Assignments | https://www.adsoftheworld.com |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 50 |
| Assignment | 10 | 50 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 60 | |
| Contribution of In-Term Studies to Overall Grade | 40 | |
| Total | 100 | |
| COURSE CATEGORY | Field Courses |
Course’s Contribution to Program
| COURSE CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 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. | |||||
| 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. | |||||
| 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. | |||||
| 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 | 4 | 56 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 5 | 70 |
| Mid-terms | 1 | 10 | 10 |
| Homework | 10 | 3 | 30 |
| Final Examination (Final project) | 1 | 12 |
12
|
| Total Work Load | 178 | ||
| Total Work Load / 25 (h) | 7,12 | ||
| ECTS Credit of the Course | 7 | ||
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