CREATIVITY IN ADVERTISING

Course Description

Creativity in Advertising course focuses on the question of what makes an ad creative and helps the students to recognize that without creativity there will be no effective advertising. The course examines the concept of creativity and various creative approaches and styles employed in different forms of advertising. The students will examine and critically reflect on a variety of advertisements. They will also design their own ads and experience the challenges in coming up with a creative idea. In the end of the course it is aimed that the students have a solid idea why creativity is so important in advertising.

CREATIVITY IN ADVERTISING

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Tom Altstiel, et al (2022), Advertising Creative: Strategy, Copy, and Design, SAGE Publications, Inc; Sixth edition
2. 02 Bonnie L. Drewniany and A. Jerome Jewler (2010), Creative Strategy in Advertising, Wadsworth Publishing; 10th edition
3. 03 Adam Harrell (2016), Creative Direction in a Digital World, CRC Press; 1st edition
4. 04 Rick Webb (2015), Agency: Starting a Creative Firm in the Age of Digital Marketing, Springer; 1st edition

Learning Outcomes

1. L01 Explain the concept of creative thinking and its application in various design contexts SOLO 4
2. L02 Design creative social media posts, including promoting international events SOLO 5
3. L03 Demonstrate creativity in visual communication through social media posts SOLO 4
4. L04 Analyze creative artworks including posters SOLO 4
5. L05 Describe ethics in advertising design SOLO 3

Program Outcomes

1. P01 Conduct research, planning, implementation of a plan, and evaluate the results.
2. P02 Demonstrate their knowledge of media and digital media communications related to the publicity of institutions and organizations.
3. P03 Conduct advertising and campaign processes for traditional and new media.
4. P04 Carry out internal and external communication processes within institutions and organizations.
5. P05 Use the necessary audio-visual communication tools within the fields of public relations and advertising.
6. P06 Show sensitivity toward remaining loyal to universal values, laws and ethical principles while practicing their profession.
7. P07 Proves his/her basic theoretical knowledge in the fields of public relations, advertising and communication.
8. P08 Expresses his/her knowledge of crisis management and how to find solutions to problems within the field of public relations.
9. P09 Expresses his/her knowledge of perception and reputation management for institutions and organizations.

Po-Lo Matrix