PRA 110 | Course Introduction and Application Information - Department of Public Relations and Advertising

Course Name

Persuasive Communication

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
PRA 110	Spring	3	0	3	6

Prerequisites	None
Course Language	English
Course Type	Required
Course Level	First Cycle
Mode of Delivery	face to face
Teaching Methods and Techniques of the Course	Discussion Group Work Case Study Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Doç. Dr. Zeynep AKSOY
Assistant(s)	-

Course Objectives

This course aims to enable students to implement persuasive tactics by introducing how persuasive communication is applied in various fields within the framework of related models and theories.

Learning Outcomes

The students who succeeded in this course;

Will be able to define fundamental concepts such as attitude, perception, and persuasion.
Will be able to explain the components of persuasion.
Will be able to present examples of persuasive communication within a theoretical framework.
Will be able to analyze persuasive messages.
Will be able to discuss persuasive communication in various fields such as public relations, advertising and political communication.

Course Description

Students will be introduced to persuasion through the integration of subjects of attitude, perception and rhetoric. In this course, the models and theories which explain the process of persuasive communication will be discussed with their implementations in public relations and advertising fields.

Course Category	Core Courses	X
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation	Learning Outcome
1	Introduction to the Course
2	The roots of persuasion	Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020, pp.1-73. Rapp, C. (2011). Aristotle's Rhetoric. Stanford Encyclopedia of Philosophy. (Spring 2010 Edition)
3	The Nature of Attitudes	Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020, pp.75-99.
4	Theories on Strong Attitudes - Social Judgement Theory - Cognitive Dissonance Theory	Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020, ch.5
5	Attitudes and behaviors - Elaboration Likelihood Model - The Reasoned Action Model	Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020, ch.6
6	Processing persuasive communication	Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020, ch.8
7	Midterm
8	Structuring persuasive messages: Content, structure and style	Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020, ch.11
9	Persuasion in Interpersonal relations	Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020, ch.14
10	Persuasion in Marketing, Public Relations and Advertising	Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020, ch.15
11	Persuasive strategies in health campaigns	Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020, ch.16
12	The Ethics of Persuasion	Fawkes, J. (2007). Public relations models and persuasion ethics: a new approach. Journal of Communication Management, 11 (4), 313-331.
13	Student presentations
14	Student presentations
15	Student presentations
16	Final Exam

Course Notes/Textbooks

Richard M. Perloff, The Dynamics of Persuasion, Taylor & Francis, 2020. EBOOK ISBN 9780429589409

Suggested Readings/Materials

Fawkes, J. (2007). Public relations models and persuasion ethics: a new approach. Journal of Communication Management, 11 (4), 313-331.

Johnson-Cartee, K. S., & Copeland, G. A. (2003). Strategic political communication: Rethinking social influence, persuasion, and propaganda. Rowman & Littlefield Publishers. ISBN 978-0-7425-2882-6

Hartley, P. (2002). Interpersonal communication. Routledge. EBOOK ISBN 9780203019719

Rapp, C. (2011). Aristotle's Rhetoric. Stanford Encyclopedia of Philosophy, https://plato.stanford.edu/entries/aristotle-rhetoric/

Seitel, F. P. (2017). Practice of public relations, Prentice-Hall.
ISBN 0-13-123025-5

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury	1	20
Project	1	20
Seminar / Workshop
Oral Exams
Midterm	1	20
Final Exam	1	30
Total

Weighting of Semester Activities on the Final Grade	4	70
Weighting of End-of-Semester Activities on the Final Grade	1	30
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	14	3	42
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury	1	15	15
Project	1	20	20
Seminar / Workshop			0
Oral Exam			0
Midterms	1	15	15
Final Exam	1	40	40
		Total	180

#	PC Sub	Program Competencies/Outcomes	* Contribution Level
#	PC Sub	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.		-	-	-	-	X
2	To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.		-	-	-	-	-
3	To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.		-	-	-	-	-
4	To be able to use analytical thinking skills in the field of Public Relations and Advertising.		-	-	-	X	-
5	To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.		-	-	-	-	-
6	To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.		-	-	-	-	-
7	To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.		-	-	-	-	-
8	To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.		-	-	-	-	X
9	To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.		-	-	-	-	-
10	To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.		-	-	-	-	-
11	To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)		-	-	-	-	-
12	To be able to speak a second foreign at a medium level of fluency efficiently.		-	-	-	-	-
13	To be able to relate the knowledge accumulated throughout the human history to their field of expertise.		-	-	-	X	-