FACULTY OF COMMUNICATION

Department of Public Relations and Advertising

PRA 434 | Course Introduction and Application Information

Course Name
Advertising and Consumer Culture
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 434
Fall/Spring
3
0
3
5

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery Online
Teaching Methods and Techniques of the Course -
Course Coordinator -
Course Lecturer(s) -
Assistant(s) -
Course Objectives The goal of this course is to make us more aware of how advertising operates in society and how we live within consumer culture.
Learning Outcomes The students who succeeded in this course;
  • Will be able to answer to the question: What are the goals of the advertising industry?
  • Will be able to answer to the question What information, ideas, and values are communicated in advertising?
  • Will be able to answer to the question What role does advertising play in television, movies, and magazines?
  • Will be able to answer to the question How do manufacturers and retailers create brandname products, and why do we care about these brands?
  • Will be able to answer to the question What do advertisers know about consumers?
  • Will be able to answer to the question Are we, as consumers, manipulated by advertising or do we make independent decisions about what to purchase? Is it possible to live in the modern world without adopting the values of consumer culture?
  • Will be able to answer to the question: Is it possible to resist the constant messages that tell us: "You are what you buy?" and should we maintain certain spaces in society that are free of advertising and commercial messages?
Course Description Consumers purchase consumer goods simply not just because they are useful. The consumer goods that we purchase speak volumes about who we are, what groups we belong to, and what we aspire to become. The goal of this course is to make us more aware of how advertising operates in society and how we live within consumer culture.

 



Course Category

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 to course and expectations
2 The Rise of Consumer Society – 1 Cross, Gary. 2000. An AllConsuming Century: Why Commercialism Won in Modern America. New York: Columbia University Press. pp. 145175
3 The Rise of Consumer Society – 2 Gary Cross, An AllConsuming Century, 175206
4 New Times Gary Cross, An AllConsuming Century, 206232
5 Neoliberalism Harvey David.2005. A Brief History of Neoliberalism, New York: Oxford University Press. pp.130.
6 Midterm Exam
7 Advertising Leiss, William, Stephen Kline, Sut Jhally, Jackie Botterill. 2004. Social Communication in Advertising: Persons, Products and Images of WellBeing. (3rd Edition). London and New York: Routledge.pp. 332
8 Capitalism and Advertising Williams, Raymond. 2003. Advertising: The Magic System. In The Cultural Studies Reader, ed. S. During. London and New York: Routledge.
9 Advertising and Late Modern Consumer Society, Advertising and Semiotics Advertising and Late Modern Consumer Society, Reading: Leiss, 295332
10 Global and Local in Advertising Agencies Mazzarella, William. 2003. 'Very Bombay ': Contending with the Global in an Indian Advertising Agency. Cultural Anthropology. 18 (1): 3371.
11 Branding Naomi Klein, 2000. No Logo, Introduction and Chapter 1 (pp. 326). Picador: New York.Goldman, Robert and Stephen Papson. 1998. Nike Culture: The Sign of the Swoosh. London, Thousand Oaks, and New Delhi: Sage Publications. pp.
12 Global Economy, National Brands Ogan, C., F. Çiçek, Y. Kaptan. 2008. Reverse glocalization? Marketing a Turkish cola in the shadow of a giantJournal of Arab & Muslim Media Research, Volume 1:1
13 Final Paper Presentations
14 Final Paper Presentations
15 Final Paper Due – Semester Evaluation
16 Review of the Semester

 

Course Notes/Textbooks

Reading Materials: book chapters and articles, powerpoint presentations, case studies, papers

Suggested Readings/Materials

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
15
Presentation / Jury
1
15
Project
Seminar / Workshop
Oral Exams
Midterm
1
20
Final Exam
1
40
Total

Weighting of Semester Activities on the Final Grade
4
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
1
15
15
Presentation / Jury
1
13
13
Project
0
Seminar / Workshop
0
Oral Exam
0
Midterms
1
20
20
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.

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.

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.

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.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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