| Course Name | Advertising and Consumer Culture |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| PRA 424 | Fall/Spring | 3 | 0 | 3 | 6 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | First Cycle | |||||
| Mode of Delivery | - | |||||
| 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;
|
| 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. ACADEMIC CAUTION Academic honesty: Plagiarism, copying, cheating, purchasing essays/projects, presenting some one else’s work as your own and all sorts of literary theft is considered academic dishonesty. Under the rubric of İzmir University of Economics Faculty of Communication, all forms of academic dishonesty are considered as crime and end in disciplinary interrogation. According to YÖK’s Student Discipline Regulation, the consequence of cheating or attempting to cheat is 6 to 12 months expulsion. Having been done intentionally or accidentally does not change the punitive consequences of academic dishonesty. Academic honesty is each student’s own responsibility. Plagiarism is the most common form of academic dishonesty. According to the MerriamWebster Online Dictionary, to plagiarize means to steal and pass off (the ideas or words of another) as one's own. The easiest and most effective way to prevent plagiarism is to give reference when using someone else’s ideas, and to use quotation marks when using someone else’s exact words. A detailed informative guideline regarding plagiarism can be found at http://iletisim.ieu.edu.tr/ai. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 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 | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 1 | 15 |
| Presentation / Jury | 1 | 15 |
| Project | ||
| Seminar / Workshop | ||
| Oral Exam | ||
| 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 |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 14 | 2 | 28 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 1 | 20 | |
| Presentation / Jury | 1 | 20 | |
| Project | |||
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 24 | |
| Final Exams | 1 | 40 | |
| Total | 180 |
| # | 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
