FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 380 | Course Introduction and Application Information
| Course Name |
History of Advertising
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 380
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course aims to review the history of advertising from its beginnings until today by focusing on the development of advertising industry in the USA, Europe and Turkey. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | In this course, the students will be introduced to the emergence and transformation of advertising in an international context. Reviewing different movements in the history of advertising, students will gain a deeper understanding of the advertising industry. The course also covers the birth, development and pioneers of advertising in Turkey. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction | |
| 2 | Advertising and Advertising Industry | |
| 3 | Industrial Revolution-The Rise of the Consumer Society (First advertisement examples) | Juliann Sivulka (2012), Soap, Sex and Cigarettes- A Cultural History of American Advertising, Second Edition, Wadsworth Cengage Learning. pp. 3-38 |
| 4 | Birth and Development of Advertising in the USA & Europe | Juliann Sivulka (2012), Soap, Sex and Cigarettes- A Cultural History of American Advertising, Second Edition, Wadsworth Cengage Learning pp.42-116 |
| 5 | Birth and Development of Advertising in the USA & Europe | Juliann Sivulka (2012), Soap, Sex and Cigarettes- A Cultural History of American Advertising, Second Edition, Wadsworth Cengage Learning pp.42-116 |
| 6 | Modern American Advertising Albert Lasker: Founder of Modern Advertising Claude C. Hopkins: Scientific Advertising | Juliann Sivulka (2012), Soap, Sex and Cigarettes- A Cultural History of American Advertising, Second Edition, Wadsworth Cengage Learning pp.69-108 |
| 7 | Rosser Reeves: Unique Selling Proposition Raymond Rubicam: Research, Research, Research | Juliann Sivulka (2012), Soap, Sex and Cigarettes- A Cultural History of American Advertising, Second Edition |
| 8 | Vance Packard: The Hidden Persuaders Leo Burnett: Chicago School | Juliann Sivulka (2012), Soap,Sex and Cigarettes- A Cultural History of American Advertising, Second Edition, Wadsworth Cengage Learning. Pp. 227 & 233 - 236 |
| 9 | Bill Bernbach: Creative Revolution in Advertising- "Think Small" Howard Gossage: The Advertiser Who Hates Advertising | Juliann Sivulka (2012), Soap, Sex and Cigarettes- A Cultural History of American Advertising, Second Edition, Wadsworth Cengage Learning. Pp.236-242 & 264 - 269 |
| 10 | David Ogilvy: Brand Image Alex Bogusky: Advertiser of Digital Times | Juliann Sivulka (2012), Soap, Sex and Cigarettes- A Cultural History of American Advertising, Second Edition, Wadsworth Cengage Learning. Pp.235 &401-402 |
| 11 | Advertising Saga in the UK and Europe. Jacques Seguela: French School in Advertising John Hegarty: Creativity Rules Oliviero Toscani: Provocative Advertising | Mark Tungate, 2007, ADland-A Global History of Advertising, p:79-149 , Kogan Page, London |
| 12 | Pioneers in Advertising Industry of Turkey: İlancılık, Faal and Manajans | Eli Aciman: Advertising: a word he dislikes, a profession he loves / Baransel, Nil ; translated by Angela Roome, İstanbul : Doğan Kitapçılık A.Ş., 2004 |
| 13 | Pioneers in Advertising Industry of Turkey: İhap Hulusi Görey | Ihap Hulusi Görey and his Posters: The Famous Two that Shaped the Public in Republic Period in Turkey, Serra Doğan, 2012 Procedia - Social and Behavioral Sciences, Volume 51, 2012, Pages 43-47 https://doi.org/10.1016/j.sbspro.2012.08. 116 |
| 14 | The Future of Advertising in Digital Era | Discussion |
| 15 | Review of the Semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Juliann Sivulka (2012). Soap, Sex and Cigarettes- A Cultural History of American Advertising, Second Edition, Wadsworth Cengage Learning. |
| Suggested Readings/Materials | Mark Tungate (2013). Adland: A Global History of Advertising, Kogan Page Mary Wells Lawrence (2003). A Big Life in Advertising, Touchstone Juliann Sivulka (2001). Stronger Than Dirt: A Cultural History of Advertising Personal Hygiene in America, 1875-1940, Humanity Books Juliann Sivulka (2012). Ad Women: How They Impact What We Need, Want, and Buy, Prometheus Claude C. Hopkins (1927). My Life in Advertising, Harper & Brothers David Ogilvy(1997). An Autobiography, John Wiley&Sons Müge Elden ve Uğur Bakır (2014). Reklam Ustaları 1, Detay Yayıncılık Müge Elden ve Murat Çelik (2017). Reklam Ustaları 2, Detay Yayıncılık Orhan Koloğlu (1999). Reklamcılığımızın İlk Yüzyılı ( 1840-1940), Reklamcılık Vakfı Yayınları Ender Merter (2008). Cumhuriyeti Afişleyen Adam İhap Hulusi Görey 110 Yaşında, Literatür Yayıncılık Haluk Sicimoğlu (2014). Reklam Kuşakları 1940-2000/ Sektörün 60 Yılı, Reklamcılık Vakfı |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
1
|
25
|
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam |
1
|
40
|
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| Total |
ECTS / WORKLOAD TABLE
| 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
|
1
|
14
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
1
|
25
|
25
|
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
23
|
23
|
| Final Exam |
1
|
40
|
40
|
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
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. |
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| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
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| 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. |
X | ||||
| 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. |
|||||
| 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. |
X | ||||
| 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 | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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