Copywriting(COM410)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| COM410 | Copywriting | 8 | 2 | 0 | 0 | 2 | 3 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Barış KARA bkaragsu@gmail.com (Email) |
| Assistant | |
| 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. |
| 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. |
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 |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Toplam | 2 | 100 |
In-Term Studies
| 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 |
| Toplam | 2 | 100 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 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 | X | ||||
| 11 | They learn sociological, cultural and aesthetic approaches in electronic, digital media and film | X | ||||
| 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 | ||