| Course Objectives: |
The Advertising Workshop course is designed to enable students to develop creative advertising ideas, structure them within a strategic framework, and design advertising campaigns tailored to various media platforms. The course aims to help students understand and experience the creative and strategic processes of advertising through hands-on practice. By focusing on audience-centered thinking and original content production, students will enhance their ability to ideate, design, and present advertising concepts effectively. Supported by real-world briefs and collaborative exercises, this course also seeks to provide students with practical knowledge and skills relevant to the advertising industry and creative teamwork. |
| Course Content: |
This course offers a practical exploration of creative thinking, strategic planning, and campaign development in the field of advertising. It covers all stages from concept creation to final presentation, including target audience analysis, brand positioning, media planning, slogan development, visual design, and copywriting. Students work on real or simulated briefs to develop integrated advertising campaigns for print, digital, and social media platforms. Through collaborative group work, students gain experience in creative team dynamics and present their final projects to a jury, simulating a real-world industry environment. |
| Week |
Subject |
Related Preparation |
| 1) |
Introduction to the Course: Introduction to the Advertising Workshop and Expectations |
- |
| 2) |
Basic Concepts and Creative Processes in Advertising |
- |
| 3) |
Target Audience and Consumer Analysis: Who Are We Talking To? |
- |
| 4) |
Brand Identity and Positioning Strategies |
- |
| 5) |
What is a Brief? Real Brief Analysis and Brief Writing |
- |
| 6) |
Idea Generation Techniques and Creative Thinking Applications |
- |
| 7) |
Writing Slogans and Titles: Delivering the Message Effectively |
- |
| 8) |
Visual Design Principles: Poster, Illustration and Typography |
- |
| 9) |
Media Planning: Print, Digital and Social Media |
- |
| 10) |
Integrated Advertising Campaign Design I: Idea Development and Presentation |
- |
| 11) |
Integrated Advertising Campaign Design II: Implementation Phase |
- |
| 12) |
Ethics, Social Responsibility and Cultural Sensitivity |
- |
| 13) |
Final Project Presentation Preparation: Feedback and Revisions |
- |
| 14) |
Final Project Presentations and In-Class Assessment |
- |
| Course Notes / Textbooks: |
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads – Luke Sullivan & Edward Boches
Reklamcılığın Temelleri – Jale Özata Dirlik
Advertising by Design – Robin Landa
Reklamda Yaratıcılık – Aytekin Can
Reklam Kampanyası Tasarımı – Gülfidan Barış
|
| References: |
Sullivan, L., & Boches, E. (2022). Hey, Whipple, Squeeze This: A Guide to Creating Great Ads (6th ed.). Wiley.
Landa, R. (2016). Advertising by Design: Generating and Designing Creative Ideas Across Media (3rd ed.). Wiley.
Bly, R. (2005). The Copywriter’s Handbook: A Step-By-Step Guide to Writing Copy That Sells (3rd ed.). Holt Paperbacks. |
ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
