The aim of the course is examining the advertising in accordance with international dimensions and determining the advertising strategies within intercultural context.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Course Assistant(s)
Schedule
The course is not offered this semester.
Office Hour(s)
The course is not offered this semester.
Teaching Methods and Techniques
Theoritical discussion and practices.
Principle Sources
- Borça, Güven. Bu Topraklardan Dünya Markası Çıkar mı?,İstanbul::Mediacat, 2002.
- Anholt, Simon. Global Markaların Yerel Çuvallamaları, İstanbul:Mediacat, 2003.
- Küçükerdoğan, Rengin. Reklamda Kültürlerarasılık: Reklam İletişiminde Yerel Küresel Göstergeler, İstanbul:Es Yayınları,2009.
- Klein, Naomi. No Logo, İstanbul:Bilgi Yayınevi, 2002.
- Holt, Douglas B. , İkon Markalar, İstanbul:Mediacat, 2006.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to the course.
Verbal Lecture
2. Week
The historical development of culture and globalization.
Verbal Lecture
3. Week
Globalization and advertising world.
Verbal Lecture
4. Week
Discussing “Localization”concept in globalizing world.
Verbal Lecture
5. Week
Examining the importance and position of cultural symbols in locak cultures and advertising world.
Verbal Lecture
6. Week
Examining the adversting in international advertising area based on advertising strategies and cultural signs.
Verbal Lecture
7. Week
Midterm exam.
Midterm exam.
8. Week
Comparing mythological signs by analyzing the using styles of these myths in our country’s and different cociety’s advertisements
Verbal Lecture
9. Week
Determining the policies related to the local cultures existing in international advertising.
Verbal Lecture
10. Week
Cultural icons and brand.
Verbal Lecture
11. Week
Discussing the examples of advertisings existing in international area and the award winner advertisings and presentations related to icon brands assigments.
Verbal Lecture
12. Week
Student presentations of the advertisement examples existing international area .
Verbal Lecture
13. Week
Discussing the books related to international advertising and student presentations.
Verbal Lecture
14. Week
Presentations and general overview
Verbal Lecture
15. Week
Assesment
Assesment
16. Week
Assesment
Assesment
17. Week
Assesment
Assesment
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
30
Homework / Term Projects / Presentations
1
10
Attendance
14
10
Final Exam
1
50
Program Outcomes
PO-1
Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2
To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3
By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4
They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5
They will be able to analysis the subjects they read, perceived and understand.
PO-6
Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7
By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8
By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9
They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10
Students will generate communication strategy in certain subjects and realize every related works.
PO-11
They will work creatively, freely and flexibly in their personal lines.
PO-12
Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13
During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14
Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15
They will improve solutions to problems in the communication process and able to use their initiatives.
Learning Outcomes
LO-1
Will be able to define the basic concepts such as globalization, localization, advertising.
LO-2
Will be able to illustrate the local, cultural signs in the advertisings and will be able to design similar ones and analyze these.
LO-3
Will be able to compare the cultural and local signs in the international advertisings.
LO-4
Will be able to determine the strategies in international advertisings and will be able to observe the results of the international brands’ communication strategies by analyzing these strategies.
LO-5
Will be able to evaluate critically and analyze the international advertising examples with different techniques.
LO-6
Will be able to present the brands that become icons by analyzing and determining communication strategies generated by linguistic, visual signs.
