Course Language:
English
Course Objectives:
Emphasis placed on research, planning, development of creative concepts, writing, and design.
Course Content:
This is a study of the elements involved in advertising copy including concept, visualization, and understanding the prospect.
Course Methodology:
1-Lecture 2- Interactive Lecture 3- Special Support / Structural Examples 5- Problem Solving 7- Brainstorming 15- Assignment
Course Evaluation Methods:
A-Testing B- Oral Exam / Presentation C- Homework E- Project / Design
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| 1) Students have information about various reproduction techniques in digital environment. | 1,2,3,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 2) Students have information about creating image and visual language and effective use of visual language. | 1,2,3,4,7,9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 3) Students will learn the production processes of copywriters in the advertising industry with a theoretical and practical perspective. | 1,2,4,7,8, 9,10 | 1,2,3,5,7,15 | A,B,C,E |
| 4) Students will be able to make the campaign stages as a creative holistic design, an application and a presentation. | 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 | Meaning, Definition, Objective and Functions of Advertising | Presentation |
| 2 | History of Advertising Copywriting: Early- 20th Century to Present | Presentation |
| 3 | Writing and The Creative Process; Fundamentals of Copywriting and Design | Presentation |
| 4 | Creating Advertisements | Presentation, project evaluation |
| 5 | Writing Storyboard 1 | Presentation, project evaluation |
| 6 | Writing Storyboard 2 | Presentation, project evaluation |
| 7 | Mid Term Exam | Presentation, project evaluation |
| 8 | Visualization, layouts principles of design and use of pictures | Presentation, project evaluation |
| 9 | Designing ads ( photoshop workshop 1) | Presentation, project evaluation |
| 10 | Designing ads ( photoshop workshop 2) | Presentation, project evaluation |
| 11 | Designing ads ( photoshop workshop 1) | Presentation, project evaluation |
| 12 | Designing ads ( photoshop workshop 2) | Presentation, project evaluation |
| 13 | Advertising Creativity and design for advertising campain (Case Studies 1) | Presentation, project evaluation |
| 14 | Advertising Creativity and design for advertising campain (Case Studies 2) | Presentation, project evaluation |
| 15 | Advertising Creativity and design for advertising campain (Case Studies 3) | Presentation, project evaluation |
| 16 | FINAL (Project submission and presentation) | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook |
Warren Berger ( 2004) , Advertising Today.
Teressa İezzi (2010) , The Idea Writers:Copywriting in a New Media and Marketing Era. Mark Shaw, (2010) , Copywriting: Successful Writing for Design, Advertising, and Marketing. |
| Additional Resources | |
Material Sharing
| MATERIAL SHARING | |
| Documents | |
| Assignments | |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms (Preparation for the final project and presentation) | 1 | 60 |
| Assignment | 4 | 40 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 60 | |
| Contribution of In-Term Studies to Overall Grade | 40 | |
| Total | 100 | |
| COURSE CATEGORY | Elective 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. | |||||
| 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 | 3 | 42 |
| Assignment | 4 | 2 | 8 |
| Mid-terms | 1 | 2 | 2 |
| Final (Project submission and presentation) | 1 | 10 | 10 |
| Total Work Load | 118 | ||
| Total Work Load / 25 (h) | 4,72 | ||
| ECTS Credit of the Course | 5 | ||
None