Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
5RTS002Advertising Language2+1+03517.10.2026
Course Details
Language of Instruction Turkish
Level of Course Unit Bachelor's Degree
Department / Program Radio, Television and Cinema
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course The aim of the course is to equip students with the analytical methods necessary to examine advertising visual narratives critically and to grasp the meaning underlying what is visible.
Course Content This course covers: The Conceptual Framework and Brief History of Advertising; Advertising and Society; Advertising Objectives and Marketing Strategies; Elements of Advertising: Visual and Written Components; Language Use and Ideology; Components of Advertising Language: Text and Visuals/Jingles, Color, Lighting, Camera Techniques, Actors and Actresses, Location, Setting, Clothing, and Accessories; Signs, Symbols, Icons, Images, Sharing of documents related to the field, Advertising Rhetoric—theory of visual rhetoric, Meaning and Ideology in Advertising, Cultural Differences and Cultural Codes in Advertising, Advertising Discourse and Rhetoric, Methods of Uncovering Meaning in Advertising, Methods of Uncovering Meaning in Advertising, Iconographic Methods in Advertising Analysis, Examples of Advertising Rhetoric and Analysis.
Course Methods and Techniques Anlatım, soru-cevap, tartışma, örnek reklam çözümlemesi ve grup çalışması.
Prerequisites and co-requisities None
Course Coordinator Asist Prof.Dr. Ceren BOZ
Name of Lecturers Asist Prof.Dr. Ceren BOZ
Assistants Research Assist. Simge TOKMAKÇI
Work Placement(s) No

Recommended or Required Reading
Resources J. Williamson, The Language of Advertising: Meaning and Ideology in Advertising, Utopia Publishing, Istanbul, 2011.
E. F. McQuarrie and B. J. Phillips. Go figure! New directions in advertising rhetoric. ME Sharpe, 2008.
G. Dyer, Advertising as Communication, Beta Publications, Istanbul, 2010.
Course Notes Küçükerdoğan, R. (2009). Reklam Nasıl Çözümlenir?. Istanbul: Beta Yayınları
Küçükerdoğan, R. (2009. Reklam Söylemi. İstanbul: Es Yayınları
Elden, M. (2016). Reklam ve Reklamcılık. İstanbul: Say Yayınları.
Exams 1 Ara Sınav - 1 Final Sınavı

Course Category
Field %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 4 56
Hours for off-the-c.r.stud 14 6 84
Mid-terms 1 2 2
Final examination 1 2 2
Total Work Load   Number of ECTS Credits 5 144

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Identify the basic elements of marketing, the components of advertising communication, and all advertising media.
2 Acquire knowledge of how advertisements are created.
3 List the types of advertising agencies and their areas of activity, and understand the functions of advertising.
4 Distinguish between commercial film production, creative concept development, post-production, and media planning processes, and identify the tasks required in each process.
5 Acquire knowledge of how advertising language is used across different media and apply this knowledge in practice.
6 Initiate and complete an advertising campaign, managing all aspects of the process.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction, overview of course content, determining the teaching approach, explaining the format of midterm and final exams, listening to students’ expectations and requests, explaining and discussing key concepts Preliminary readings and research on the topics…
2 Defining the concept of advertising, explaining how it has evolved over time, and analyzing examples of advertising Preliminary readings and research on the topics…
3 Advertising and Society; The Objectives of Advertising and Marketing Strategies Preliminary readings and research on the topics…
4 Advertising elements: an analysis and discussion of the language and ideology used in advertisements, focusing on visual and textual components Preliminary readings and research on the topics…
5 Advertising language, signs, symbols, and stories Preliminary readings and research on the topics…
6 The use of rhetoric in advertising—the concept of visual rhetoric Preliminary readings and research on the topics…
7 Advertising rhetoric and myth Preliminary readings and research on the topics…
8 Midterm exam
9 Cultural differences and cultural codes in advertising Preliminary readings and research on the topics…
10 An explanation of the methods used to uncover meaning in advertisements (Advertising analysis) Preliminary readings and research on the topics…
11 A discussion of methods and examples for uncovering meaning in advertising (Advertising analysis) Preliminary readings and research on the topics…
12 Advertising campaigns and processes Preliminary readings and research on the topics…
13 Advertising campaigns and processes Preliminary readings and research on the topics…
14 The media planning process, advertising, post-campaign research, independent media research firms, the future of advertising, the evolving industry, leveraging new technologies and artificial intelligence Preliminary readings and research on the topics…
15 Genel Değerlendirme Final Ödevine Hazırlık

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14 P15
C1 5 1 3 1 5 1 1 3 5 5 5 3 3 1 1
C2 5 5 3 3 3 3 3 5 5 5 3 5 1 3 5
C3 5 5 5 5 5 1 1 3 1 1 1 1 1 3 5
C4 5 5 5 3 3 3 3 3 5 3 1 5 1 3 3
C5 5 3 5 5 5 1 1 3 5 5 5 3 3 3 5
C6 5 5 5 3 3 1 1 3 5 3 1 5 1 3 3

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant