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 DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
None
COURSE DEFINITION
This 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
RECOMENDED OR REQUIRED READING
BARKER 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
1
40
Total(%)
60
Contribution of In-term Studies to Overall Grade(%)
60
Contribution of Final Examination to Overall Grade(%)
40
Total(%)
100
ECTS WORKLOAD
Activities
Number
Hours
Workload
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
1
35
35
Total Workload
151
Total Workload / 30
5,03
ECTS Credits of the Course
5
LANGUAGE OF INSTRUCTION
Turkish
WORK PLACEMENT(S)
No
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)
