Copywriting (COM410) | GSÜ - ECTS Information Guide

Content

Objective

The aim of this course is to develop creative thinking, to reinforce the theoretical infrastructure of the techniques used in writing advertising texts and to apply them with practical works.

Course Content

The structure of the advertising agency and the role of the author in this structure, creative process, finding ideas and writing ad text, understanding the features and possibilities of advertisements used in the advertisement, writing appropriate ad texts, creating the integrity of visuals, designs and texts will be covered.

Course Learning Outcomes

At the end of the course, students should have knowledge about the creative process and gain competence in writing advertising text.

Teaching and Learning Methods

Presentation, application studies

References

Bowdery, Rob. (2008). Copywriting. Bloomsbury Publishing. Lausanne
Elden, Müge. (2009). Reklam Yazarlığı. İletişim. İstanbul.
Jones, John Philip (ed). (1999). The advertising business: operations, creativity, media planning, integrated communications. Thousand Oaks, Calif.: Sage Publications.
Klebba, Joanne M. Pamela Tierney. (1995). "Advertising Creativity". Journal of Current Issues and Research in Advertising. 17(2), 3352
Sugarman, Joseph. (2016). Reklam Yazarının Elkitabı. Mediacat. İstanbul.

Weekly Contents

Theory Topics
Week	Weekly Contents
1	Agency creative process, creative strategy and brief
2	Creativity and creativity theories in advertising - I
3	Creativity and creativity theories in advertising - II
4	Techniques for finding creative ideas - I
5	Techniques for finding creative ideas - II
6	Advertising writing in traditional media - I
7	Advertising writing in traditional media - II
8	Midterm
9	Case Studies
10	Digital Copywriting - I
11	Digital Copywriting - II
12	Case Studies
13	Presantations
14	Presantations

Assessment System

Contribution to Overall Grade
Activities	Number	Contribution
Contribution of in-term studies to overall grade	1	40
Contribution of final exam to overall grade	1	60
Total	2	100

In-Term Studies
Activities	Number	Contribution
Assignments	0	0
Presentation	1	60
Midterm Examinations (including preparation)	1	40
Project	0	0
Laboratory	0	0
Other Applications	0	0
Quiz	0	0
Term Paper/ Project	0	0
Portfolio Study	0	0
Reports	0	0
Learning Diary	0	0
Thesis/ Project	0	0
Seminar	0	0
Other	0	0
Total	2	100

Relation of Proficiency

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Will have effective written and oral communication skills in Turkish					X
2	Will have a thorough knowledge of at least two foreign languages			X
3	Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects					X
4	Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices			X
5	Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace			X
6	Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group					X
7	Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter					X
8	Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes			X
9	Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach					X
10	They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields
11	They learn sociological, cultural and aesthetic approaches in electronic, digital media and film
12	They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns.
13	They learn at a first level how to use the equipment necessary for the production of audio-visual content for TV, radio and digital media and of films in different genres
14	They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups
15	They acquire theoretical information in the fields of public relations, advertising, integrated marketing communication and organizational communication				X
16	They are familiar with the research, planning, implementation and evaluation processes in public relations and advertising; they can create campaigns, present them effectively and write reports				X
17	They have knowledge of organisational communication, crisis and risk communication, reputation management, media relations, media planning, digital media management, brand management and interpersonal communication. They are able to carry out activities in these areas	X
18	They use public relations and advertising strategies and tactics appropriate to the specificities of conventional and new media					X
19	They are aware of legal regulations, ethical codes in public relations and advertising, and they remain faithful to them					X
20	They are familiar with the different theoretical approaches regarding the social place, role and functions of journalism as a social institution and phenomenon; they are familiar with the process of producing information for conventional and digital media
21	They are familiar with the structural and technical specificities, management characteristics of conventional/mainstream media, as well as alternative media structures
22	They are familiar with the new conceptual and theoretical discussions emerging from interactive/digital media in terms of social sciences and humanities
23	They are familiar with the historical development of journalism in Turkey and in the world; they can analyse it in the context of social and political history
24	They have the ability to effectively use information technology, printing and publishing techniques; to write a press article using data collected on the web and on social media, to visualize this data and to publish it

ECTS

Activities	Number	Period	Total Workload
Class Hours	14	2	28
Working Hours out of Class	1	10	10
Presentation	1	20	20
Midterm Examinations (including preparation)	1	10	10
Total Workload			68
Total Workload / 25			2.72
Credits ECTS			3