Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
DIL 3044	LANGUAGE OF ADVERTISING	ELECTIVE	2	0	0	3

Offered By

Linguistics

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSISTANT PROFESSOR EDA CAN KÖKMEN

Offered to

Course Objective

The objective of this course is to study the language in advertising and focus on the components and elements of an advertisement; thus have the students improve critical thinking and criticizing skills and produce an original advertisement making use of these skills.

Learning Outcomes of the Course Unit

1	the student is expected to be able to identify components specific to the discourse of advertising,
2	the student is expected to be able to explain different linguistic choices and their effects in advertising languge with example,
3	the student is expected to be able to analyze and separate different features used in advertising texts
4	the student is expected to be able to evaluate and comment on advertising texts,
5	the student is expected to be able to prepare an original advertisements.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week	Subject	Description
1	Advertisiment and the discourse of advertising Concepts related to advertising: adressor, message and addressee Sample advertisements
2	The difference between spoken language and written language Sample advertisements
3	Voices in advertisements (1st person singular and plural, and 3rd person), and their effect on the addresse Sample advertisements
4	Important elements in advertising: intertextuality Sample advertisements
5	Important elements in advertising: cultural differences Sample advertisements
6	Tricks of advertising: linguistic structures used to affect readers Sample advertisements
7	Special sound patterns used in advertising Sample advertisements
8	Mid Term
9	Lexical choices in the discourse of advertising Sample advertisements
10	Sentence structure in the discourse of advertising Sample advertisements
11	Manipulation of meaning in the discourse of advertising: personalization, presupposition and personification Sample advertisements
12	Implicit interaction in advertisements Sample advertisements
13	Use of metaphors in advertisements Sample advertisements
14	Identifying the elements used in the discourse of advertising studied throughout the course in sample advertisements

Recomended or Required Reading

1. Armstrong, J. S. (2010). Presuasive Advertising. New York: Palgrave Mac Millain.
2. Goddard, A.(1994). The language of Advertising. NY: Routledge.
3. Keiko, T. (1994). Advertising Language : A Pragmatic Approach to Advertisements in Britain and Japan. London: Routledge.
4. Sells, P. ve Gonzales, S. (2012). The language of advertising. http://www.stanford.edu/class/linguist34/. Erişim Tarihi: 20.01.2012.
5. Özyıldırım,I. I. (2010). Tür Çözümlemesi. Ankara: Bilgesu Yayıncılık.
6. Woods, N. (2006). The Discourse of Advertising. NY: Hodder Arnold.

Planned Learning Activities and Teaching Methods

1- Lecture
2- Presentation
3- Question and answer
4- Discussion

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	MTE	MIDTERM EXAM
2	ASG	ASSIGNMENT
3	FIN	FINAL EXAM
4	FCG	FINAL COURSE GRADE	MTE * 0.30 +ASG * 0.30 + FIN * 0.40
5	RST	RESIT
6	FCG	FINAL COURSE GRADE	MTE * 0.30 + ASG * 0.30 +FCG * 0.40

*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. Learning outcomes 1-5 will be evaluated via the questions asked in the mid-term and final exams and the assignments/project.

Language of Instruction

Turkish

Course Policies and Rules

1. 1- 70% class attendance is obligatory.
2. 2- Absence from classes will not be considered as an excuse for late submission of the homework assignments/projects.
3. 3- Cheating and plagiarism attempts in assignments and exams will be evaluated with a 0 (zero) grade.

Contact Details for the Lecturer(s)

Dr. Eda CAN
Faculty of Letter
C 156

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Lectures	13	2	26
Preparations before/after weekly lectures	13	2	26
Preparation for midterm exam	1	8	8
Preparation for final exam	1	10	10
Preparing assignments	1	5	5
Preparing Group Assignments	1	6	6
Final	1	2	2
Midterm	1	2	2
TOTAL WORKLOAD (hours)			85

Contribution of Learning Outcomes to Programme Outcomes

PO/LO	PO.1	PO.2	PO.4	PO.5	PO.8	PO.13
LO.1	5
LO.2		5			5
LO.3		5	5	5	5	5
LO.4		5		5	5	5
LO.5			5	5	5	5

COURSE UNIT TITLE

DEGREE PROGRAMMES

Description of Individual Course Units

Offered By

Level of Course Unit

Course Coordinator

Offered to

Course Objective

Learning Outcomes of the Course Unit

Mode of Delivery

Prerequisites and Co-requisites

Recomended Optional Programme Components

Course Contents

Recomended or Required Reading

Planned Learning Activities and Teaching Methods

Assessment Methods

Further Notes About Assessment Methods

Assessment Criteria

Language of Instruction

Course Policies and Rules

Contact Details for the Lecturer(s)

Office Hours

Work Placement(s)

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes

CONTACT INFORMATION