Prerequisite Courses:
Course Language:
English
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
&
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 | ||
None