Information Package
baskent.edu.tr

Ph.D. on Radio, Television and Cinema

RTS608

CRITICAL APPROACHES TO ADVERTISING

Course Code
RTS608
Semester
-
Theory+Practice
3 + 0
ECTS
15
Course TypeElective Course
Course LevelDoctorate Of Science
Year of Study-
Semester-
ECTS15
Name of Lecturer(s) -
Learning Outcomes

At the end of this course, the students;

  1. Are expected to gain the knowledge and perspectives about critical communication and media studies.
  2. Will able to evaluate critical studies and methodological approaches on advertising.
  3. Will able to do studies and research about advertising with a critical approach.
  4. will able to read advertising text within the socio-cultural, economic and historical context
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNo.
Course DescriptionAt the end of this course, students gain information and perspective about the critical approaches in communication studies. They can evaluate the critical approaches and methodological tendencies in advertising field. Additionally with the help of critical approaches they can make studies and researches about advertising and they can understand advertising in its socio-cultural, economical and historical aspect.
Course Contents
WEEK TOPICS
1st Week Introduction to Course: Content, subjects and scope of the course
2nd Week Main stream approaches in communication and media studies
3rd Week Main stream approaches and advertising
4th Week Critical approaches in communication and media studies
5th Week Frankfurt School and advertising
6th Week Frankfurt School and advertising
7th Week Cultural studies and advertising
8th Week Cultural studies and advertising
9th Week Critical political economy and advertising
10th Week Critical political economy and advertising
11th Week Reading advertising text: structural analysis
12th Week Reading advertising text: post-structural analysis
13th Week Advertising as a grotesque text
14th Week General evaluation
Recommended or Required ReadingDyer, Gillian (1999) Advertising as Communication. London: Routledge

Ewen, Stuart and Elizabeth Ewen. (1992). Channels of desire: mass images and the shaping of American consciousness. Minneapolis: University of Minnesota Press.

Ewen, Stuart. (1976). Captains of consciousness : advertising and the social roots of the consumer culture. New York: McGraw Hill.

Fowles, Jib (1996). Advertising and Popular Culture. Thousand Oaks, Sage: CA.
Hamilton, James F. , Robert Bodle, Ezequiel Korin (2017) Explorations in Critical Studies of Advertising. Routledge: NY, London
Horkheimer, M., Adorno, T.W. (1996) Aydınlanmanın Diyalektiği . Ç. O. Özügül. İstanbul:Kabalcı.

Jhally, Sut. (1987). The codes of advertising : fetishism and the political economy of meaning in the consumer society. New York : St. Martin?s Press.

Leiss, William, Stephen Kline, and Sut Jhally. (1986). Social communication in advertising: persons, products, & images of well-being. New York: Methuen.

Marcuse, Herbert (1997) Tek Boyutlu İnsan. Çev: A. Yardımlı. İdea: İstanbul.
Mattelart, Armand (1991) Advertising International: The Privatisationof Public Space. Routledge: London.
Nixon, Sean. (2003). Advertising Cultures; Gender, Commerce, Creativity. Thousand Oaks: Sage.

Tipper, Harry vd. (1920) The Principles of Advertising. The Ronald Press: NY City.https://archive.org/details/principlesofadve00tipprich
Wernick, Andrew (1996) Promosyon Kültürü. Reklam, İdeoloji ve Sembolik Anlatım. Çev: O. Akınhay. Bilim ve Sanat: Ankara.
Wharton, Chris (ed) (2013). Advertising as Culture. Intellect: UK, USA: 170-195. London: Verso.
Williams, Raymond. (1980). ?Advertising: The Magic System.? Problems in Materialism and Culture.
Williamson, Judith. (1978). Decoding advertisements: ideology and meaning in advertising. London: Boyars.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Questions/Answers
  • Presentation
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 20
Assignment 1 20
Total(%) 40
Contribution of In-term Studies to Overall Grade(%) 40
Contribution of Final Examination to Overall Grade(%) 60
Total(%) 100
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4
K1 X X X
K2 X X
K3 X