At the end of this course, the students; 1) Learns to see and make sense of visual images, which is an extremely important tool for advertising, 2) Recognize the ideological burdens of the images, perform a critical analysis, 3) By using the basic concepts and analysis methods of semiotics, they can read the visuals in connection with the socio-cultural structure. 4) Gains information about capitalism and consumption culture, which is the reason for the existence of advertisements, and can make sense of images from different periods in the context of stages of capitalism. 5) It can develop a perspective and standpoint on sexism in advertisements.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION
The aim of the course is; The aim is to inform students about the relevant information and discussions about capitalism and consumer culture, which can be described as the hinterland of the advertising world. Thus, it will be possible to encourage students to think about the meanings of the images used in advertisements and to produce visual content within this awareness.
Course assessment and evaluation method; It is based on 2 written exams (1 midterm and 1 final exam) as well as 1 project presentation. In addition, a homework will be prepared for 1 book that must be read within the scope of the course.
In the project, students will select an advertising campaign of a certain period in the context of the topics covered in the course and will analyze it using the analysis methods of semiotics.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Meeting, and general information about the course. Establishment of the theoretical framework about the basic functions of advertising, use value - exchange value concepts and the place of advertising language in persuasion.
2nd Week
Capitalism, consumer culture and the world of advertising. Historical review I.
3rd Week
Stages of capitalism and changing socio-cultural structure. Historical review II.
4th Week
Capitalism, consumer culture and the world of advertising. Conceptual discussion. ?need? in Marxist sociology; Deleuze and Guattari's philosophy? discussion on concepts.
5th Week
Baudrillard and ?consumption society?.
6th Week
Bourdieu and ?symbolic consumption?.
7th Week
Goffman and ?gender?.
8th Week
Midterm
9th Week
Introduction to semiotics: Concepts of signifier, signified and sign. Why do we need these concepts in advertising and how do we use them? Case studies on differentiation and link building functions.
10th Week
Basic functions of a product in advertisements in the context of semiotics. Being the subject of the advertisement in the relationship between the addressee and the addressee. Products in the construction of subjectivity. Sample reviews.
11th Week
Language games in advertising design. Text-image relationship and ideology. Sample reviews.
12th Week
Linguistic strategies in advertising design. Referential systems and culture, nature, history. Sample reviews.
13th Week
General evaluation and presentation of advertisement reviews of different categories by students.
14th Week
Final
RECOMENDED OR REQUIRED READING
Mandatory:
- Reklamlarda Anlam ve İdeoloji, Judith Williamson, Ütopya Yayınları.
Recommended:
- İmgeler Nasıl Düşünür? Ron Burnett, Metis Yayıncılık. - Bilinçaltını Ayartmak, Robert Heath, The Kitap. - Görsel Metin Çözümlemeleri, Özlem Güllüoğlu, Ütopya Yayınları. - Reklamdakiler, Nihal Kocabay Şener, Eğitim Yayınevi. - Reklam Nasıl Çözümlenir? Rengin Küçükerdoğan, Beta Yayınları. - Metin Çözümlemeleri, Yasemin İnceoğlu ve Nebahat Çomak, Ayrıntı Yayınları. - Reklamlarda Toplumsal Cinsiyet, Erving Goffman, Heretik Yayıncılık.
