Information Package
baskent.edu.tr

Program of Public Relations and Publicity

PRP428

ADVERTISING ANALYSIS

Course Code
PRP428
Semester
-
Theory+Practice
3 + 0
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. Will gain a systematic understanding of advertising texts and be able to compare them with other text and genres.
  2. Will be able to analyse the structure of the advertising texts.
  3. Will be able to take cross section of the advertising text in order to find out the deep meaning under surface meanings of such texts within cultural context.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course surveys theoretical analysis of advertising which has become the major component of the production of meaning and representation in modern society. To this aim the genres and strategies of both encoding and decoding advertising "texts" are examined with an orientation towards rhetorical and linguistic theories. Accordingly during the course special emphasis is given to models of discourse and rhetorical analysis of the advertising the samples of which have specific conceptual and contextual orientation and the processes of production and reception of meaning within which meaning, representation and ideology is generated in advertising texts.
Course Contents
WEEK TOPICS
1st Week Context and culture , signs and meaning.
2nd Week Culture as a text, advertising as a text. Analysis of production of advertising.
3rd Week Agents and their roles in the production and reception of advertising: advertising company, advertiser, target audiences
4th Week Advertising, representation, modality, ideology and subjectivity, self-reflection, Discourse and genre
5th Week Framing and analyzing context
6th Week Structuralism; structural analysis of narrative semiotic analysis: paradigms and syntagms
7th Week Denotations,connotations and myth
8th Week Midterm
9th Week Codes, encoding/decoding
10th Week Post structuralism, deconstruction
11th Week Differance, aporias, sous rapture
12th Week Reception theory
13th Week Intertextuality/dialogism
14th Week Class, race, gender, identity in advertising
Recommended or Required ReadingBARKER Chris and Dariusz GALASINSKI. 2001Cultural Studies and Discourse Analysis: A dialogue Language and Identity. London: Sage Publications.
Schirato Tony and Susan Yell, 2000. Communication and Culture. London: Sage Publications.
BARTHES, Roland.1997. Göstergebilimsel Serüven (Çev. Mehmet Rifat, Sema Rifat) İstanbul: Yapı Kredi Yayınları.
GOTTDIENER, Mark, 2005. Postmodern Göstergeler: Maddi Kültür ve Postmodern Yaşam Biçimleri (Çev. Erdal Cengiz, Hakan Gür, Arhan Nur) Ankara: İmge Yayınları
GUIRAUD, Pierre. 1994. Göstergebilim (Çev. Mehmet Yalçın). Ankara: İmge Yayınevi
KIRAN, Zeynel ve Ayşe Eziler KIRAN. 2000. Yazınsal Okuma Süreçleri: Dilbilim, Göstergebilim ve Yazınbilim Yöntemleriyle Çözümlemeler. Ankara:Seçkin Yayınevi.
SARUP, Madan. 2004. Postyapısalcılık ve Postmodernizm (Çev. Abdülbaki Güçlü). Ankara: Bilim ve Sanat Yayınları.
SURBER, Paul,1998. Culture and Critique. Oxford: Westview Press.
WILLIAMSON, Judith, 2001. Reklamların Dili: Reklamlarda Anlam ve İdeoloji (Çev Ahmet Fethi). Ankara: Ütopya Yayınevi.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Project
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 20
Assignment 3 45
Total(%) 65
Contribution of In-term Studies to Overall Grade(%) 65
Contribution of Final Examination to Overall Grade(%) 35
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 2 2
Preparation for Quiz
Individual or group work
Preparation for Final exam 1 45 45
Course hours 14 3 42
Preparation for Midterm exam 1 25 25
Laboratory (including preparation)
Final exam 1 2 2
Homework 3 12 36
Total Work Load152
Total Work Load / 30 (h)5.06
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3
K1 X X X
K2 X X X
K3 X X X
K4 X X X
K5 X X X
K6 X X X
K7 X X X
K8 X X X
K9 X X X
K10 X X
K11 X X X
K12 X X X
K13 X X X
K14 X X X
K15 X X X
K16 X X X
K17 X X X
K18 X X X
K19 X X X
K20 X X X
K21 X X
K22 X X X
K23 X X
K24 X X X
K25 X X X