PRA 434 | Course Introduction and Application Information - Department of Public Relations and Advertising

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	-
National Occupation Classification	-
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

#	Content	PC Sub	* Contribution Level
#	Content	PC Sub	1	2	3	4	5
1	Will be able to answer to the question: What are the goals of the advertising industry?
2	Will be able to answer to the question What information, ideas, and values are communicated in advertising?
3	Will be able to answer to the question What role does advertising play in television, movies, and magazines?
4	Will be able to answer to the question How do manufacturers and retailers create brandname products, and why do we care about these brands?
5	Will be able to answer to the question What do advertisers know about consumers?
6	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?
7	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

Week	Subjects	Related Preparation	Learning Outcome
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

Semester Activities	Number	Weighting	LO 1	LO 2	LO 3	LO 4	LO 5	LO 6	LO 7
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

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

#	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.		-	-	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.		-	-	-	-	-