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Course Code: 
ADV 321
Course Period: 
Autumn
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
4
Prerequisite Courses: 
Course Language: 
English
Courses given by: 
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
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