Persuatıon And Perception

Course Code:

COMM 324

Course Type:

Elective

P:

3

Lab:

0

Credits:

3

ECTS:

5

Course Language:

English

Courses given by:

Nadirabegim ESKİÇORAPÇI

Course Objectives:

The effects of personal beliefs as well as their social/cultural references on the perception and comprehension of messages; displaying the rational as well as irrational roots of human decisions and behavior; examining them in the light of different persuasion theories to exhibit and analyze their impact on the advertising, public relations, newsmaking, and marketing professions.

Course Content:

Perception, selective processes, the impact of the message characteristics on perception; relations between perceptions-beliefs- attitudes; effects of different persuasion theories on perceptions; analyzing advertising, public relations, newsmaking, marketing messages from the point of view of informing versus manipulation, and the difference between them.

Course Methodology:

1-Lecture, 2-Interactive Lecture

Course Evaluation Methods:

A-Exam, B-Oral Exam / Presentation, C-Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
1) Examines perception and the selective processes related to it.	4,6	1,2	A,B,C
2) Examines the impact of personal beliefs and the social-cultural filters which constitute perceptions.	4,6	1,2	A,B,C
3) Examines the concept of perception and its role in the marketing/advertising process and brand formation.	4,6	1,2	A,B,C
4) Analyzes the persuasion concept and the persuasion theories which are formed in the context of communicational/sociological theories.	4,6	1,2	A,B,C
5) Examines consumer attitudes in the light of persuasion theories, and attitude theories and practice.	4,6	1,2	A,B,C
6)Analyzes and interprets the difference between information and manipulation.	4,6	1,2	A,B,C
7) Puts forward the basic clues in the formation of a persuasion ethics.	4,6	1,2	A,B,C

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Introduction
2	Persuasion in Contemporary Society	Borchers, Chpt.1
3	Theories of Persuasion: Audience – Oriented Theories	Borchers, Chpt.2
4	Theories of Persuasion: Media Theories	Borchers, Chpt.2
5	Persuasion and Ethics in the Media Age	Borchers, Chpt.3
6	Media Influences on Persuasion	Borchers, Chpt.4
7	Mid-term Exam
8	Audiences and Attitudes	Borchers, Chpt.5
9	Persuasion and Visual Images	Borchers, Chpt.6
10	Persuasion and Language	Borchers, Chpt.7
11	Persuasion and Culture	Borchers, Chpt.8
12	The Persuasiveness of the Source	Borchers, Chpt.9
13	The Reasoning Process	Borchers, Chpt.10
14	Motivational Appeals	Borchers, Chpt.11
15	Persuasive Campaigns and Movements	Borchers, Chpt.12
16	Final Exam

Recommended Sources

RECOMMENDED SOURCES
Textbook	Borchers, T. A. (2013). Persuasion in the Media Age. Illinois: Waveland Press, Inc.

Material Sharing

MATERIAL SHARING
Assignments	Presentation
Exams	Mid-term, Final

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-term	1	60
Homework	4	40
Total	5	100
Contribution of Final Examination to Overall Grade	1	50
Contribution of In-Term Studies to Overall Grade	1	50
Total	2	100

Course’s Contribution to Program

COURSE’S CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Uses technical and academic knowledge accumulated in visual communication design field for authentic projects.		X
2	Designs 2 and 3 dimensional creative products considering the aesthetic rules.		X
3	Employs efficiently the technical innovations required by the professional field.		X
4	Analyses problems related to the field starting from the concept and develops appropriate projects for the targeted audience.				X
5	Behaves according to the national and international professional ethical principles.			X
6	Builds awareness to universal and social problems by developed projects and offers solutions to them.				X
7	Gains sectoral experience by compulsory internship, relates academic knowledge with field experience.		X
8	Grasps the importance of interdisciplinary working by lifelong learning mind-set and collaborates with different teams.			X
9	Develops concepts and puts forth innovative and authentic works to enrich the cultural and artistic accumulation related to the field.			X
10	Transforms the creative ideas into moving and interactive visual expressions, executes multi-dimensional designs.	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)	14	5	70
Assignments	4	5	20
Mid-term Exam	1	2	2
Final Exam	1	2	2
Total Workload			136
Total Workload / 25 (s)			5,44
ECTS Credit of the Course			5

None

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