Prerequisite Courses:
Course Language:
English
Course Objectives:
The aim of this course is the education, training and developing skills of creativity of the students on one of the main expertise areas of the advertising profession, copywriting.
Course Content:
Examining and analysis of advertising scripts; developing the skills of copywriting; workshops.
Course Methodology:
1-Lecture 2- Interactive Lecture 3- Special Support / Structural Examples 15- Assignment
Course Evaluation Methods:
B- Oral Exam / Presentation C- Homework
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| 1) Examines and analyzes advertising scripts. | 2, 3, 4, 8 | 1, 2, 3, 15 | B, C |
| 2) Teaches the fundamentals and skills of copywriting. | 2, 4, 5, 8 | 1, 2, 3, 15 | B, C |
| 3) Develops advertising and creative skills. | 1, 2, 4, 5, 8 | 1, 2, 15 | B, C |
| 4) Comprehend the importance of copywriting in advertising. | 8, 9, 10 | 1, 2, 3 | B, C |
| 5) Practices copywriting. | 2, 4, 5, 8, 9 | 15 | B, C |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction: Sharing the course content (Syllabus / Books / Resources / Tools / | |
| 2 | Organisational structure of an advertising agency and the role of copywriters | |
| 3 | Reading and analyzing creative briefs | |
| 4 | Print ads and analysing the copy style | |
| 5 | Examination of headlines and slogans of print ads | |
| 6 | Importance of brand names and ways of creating them | |
| 7 | MIDTERM (Average of four assignments, last submitted on midterm date and a presentation) | |
| 8 | Creativity and methods of creative thinking in advertising. Creating advertising ideas. | |
| 9 | TV scenarios and scripts with examples | |
| 10 | From a TV commercial to a script: Rewriting of a TV commercial after watching an actual tv | |
| 11 | Methods of writing jingles for TV ads | |
| 12 | Reading and criticizing students’ scripts and discussing about given assignments on TV ads and examples from world advertising | |
| 13 | Writing radio ads | |
| 14 | Methods on writing direct mailing and examples | |
| 15 | Methods of writing copies for digital media and examples from the world. | |
| 16 | FINAL (Average of three assignments, last one submitted on final date and a presentation) | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook | Shaw, M. (2012). Copywriting : Successful Writing for Design, Advertising, and Marketing: Vol. Second edition. Laurence King Publishing. http://web.a.ebscohost.com.lproxy.yeditepe.edu.tr/ehost/ebookviewer/ebook/ZTAwMHh3d19fOTI2MTU5X19BTg2?sid=adc56095-86b1-442f-b9ea-938fbb6c0a73@sessionmgr4008&vid=1&format=EB&rid=6 |
| Additional Resources |
Bly, R. W. (2006). The copywriter's handbook: A step-by-step guide to writing copy that sells. New York: Holt Paperbacks.
Gabay, J. J. (2011). Improve your copywriting. New York: McGraw Hill.
Sugarman, J. (2016). Reklam yazarının el kitabı. İstanbu: MediaCat Yayınları. & Samples of advertising scripts and course notes |
Material Sharing
| MATERIAL SHARING | |
| Documents | In class distribution |
| Assignments | In class distribution |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms ( Average of four assignments and a presentation) | 1 | 50 |
| Final (Average of three assignments and a presentation) | 1 | 50 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 50 | |
| Contribution of In-Term Studies to Overall Grade | 50 | |
| 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. | 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. | X | ||||
| 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. | 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 | 4 | 56 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 2 | 28 |
| Mid-term (Average of four assignments and a presentation) | 1 | 12 | 12 |
| Final (Average of three assignments and a presentation) | 1 | 9 | 9 |
| Total Work Load | 105 | ||
| Total Work Load / 25 (h) | 4,2 | ||
| ECTS Credit of the Course | 4 | ||
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