Information Package
baskent.edu.tr

Program of Visual Communication Design

GİT331

ADVERTISEMENT DESIGN

Course Code
GİT331
Semester
-
Theory+Practice
2 + 2
ECTS
5
Course TypeElective Course
Course LevelBachelor's Degree
Year of Study-
Semester-
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Analyzes the client brief to develop a debrief and a creative strategy.
  2. Develops consumer insights based on brand, competitor, and target audience research.
  3. Generates an original "big idea" aligned with brand positioning and archetype.
  4. Adapts the creative idea across diverse advertising media through a consistent visual system.
  5. Assumes responsibilities aligned with advertising agency workflows in individual and team projects.
  6. Presents the advertising campaign using professional presentation techniques and defends creative decisions.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme Components
Course DescriptionThis course covers the processes of brief analysis, research, target audience and insight identification, creative strategy, brand archetypes, the big idea, art direction, and media design. Through individual and team projects, students develop integrated advertising campaigns and deliver their work in the format of professional agency presentations.
Course Contents
WEEK TOPICS
1st Week Introduction to Advertising Design
2nd Week Brief Analysis and Debrief Preparation
3rd Week Brand, Competitor, and Target Audience Research
4th Week Consumer Insight, Positioning, and Brand Archetype
5th Week Creative Strategy and Big Idea Development
6th Week Art Direction and Key Visual Design
7th Week Media Adaptations and Campaign Presentation
8th Week Midterm Exam
9th Week Brand Creation and Client Brief Writing
10th Week Debrief, Research, and Campaign Strategy
11th Week 360-Degree Campaign and Campaign Architecture
12th Week Visual Systems and Design for Advertising Media
13th Week Digital, Motion, and Experiential Advertising Applications
14th Week Final: 360-Degree Advertising Campaign Presentation
Recommended or Required ReadingMandatory Resources:

- Parlak Fikirler Kitabı, McLeod Kardeşler, Maya Kitap.
- Kendi Evrenini Yarat, McLeod Kardeşler, Maya Kitap.
- Anlatının Gücü, Robert Fulford, Kolektif Kitap.
- Süt Almaya Çıktım Ama Eve Bir Bisikletle Döndüm, Jochen Mai, The Kitap.
- Bilinçaltını Ayartmak - Reklam Psikolojisi, Robert Heath, The Kitap.


Recommended Resources:

- Brief - Kısa ve Öz: Daha Az Sözle Daha Çok Etki Yaratmak, Joseph McCormack, MediaCat Yayınları.
- Satan Reklam Yaratmak, Luke Sullivan, Sam Bennett, MediaCat Yayıncılık.
- Dikkat Tacirleri, Tim Wu, The Kitap.
- Subliminal - Bilinçdışınız Davranışlarınızı Nasıl Yönetir?, Leonard Mlodinow, Okuyan Us Yayınları.
- Dijital Çağda Ogilvy'ye Göre Reklamcılık, Miles Young, The Kitap.
- Eğer Ogilvy Değilseniz Bir Fikir Yaratmanın Yolları, Alexey Ivanov, Cinius Yayınları.
- Hitler'i Pazarlamak: İkna-Sunum ve Propaganda, Nicholas O'shaughnessy, The Kitap.
- İnsan Nasıl Düşünür?, John Paul Minda, Okuyan Us Yayınları.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Case Study
  • Practice
  • Project
  • Presentation
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 50
Project 1 50
Total(%) 100
Contribution of In-term Studies to Overall Grade(%) 100
Contribution of Final Examination to Overall Grade(%) 0
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 6 6
Preparation for Quiz
Individual or group work 14 4 56
Preparation for Final exam
Course hours 14 4 56
Preparation for Midterm exam 1 12 12
Laboratory (including preparation) 0 0 0
Final exam
Homework
Project 1 20 20
Total Work Load150
Total Work Load / 30 (h)5
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5 LO6
K1 X X X
K2 X X X
K3 X
K4 X X
K5 X
K6 X X X
K7 X X X
K8 X X
K9 X
K10 X X X
K11 X
K12 X X
K13 X X
K14 X X
K15 X X
K16 X X
K17
K18 X
K19 X