History of Advertisement I

Mode of Delivery

Face to Face

Prerequisites and Co-Requisites

None

Recommended Optional Programme Components

History of Advertising II

Course Contents

This course covers the topics of emerging consumer society, the historical development of mass media and its interrelation with advertising. Further, topics of development of modern advertising industry, advertising agencies, the development of advertising industry in Turkey, and the progress during the republican era will also be discussed.

Weekly Schedule

1) Introduction To The Course Scope Motive Importance Rules and Requirements
2) Advertising History In General
3) Pre-printing press period: the emergence and the development of basic advertising forms such as various markings, towncriers
4) Early Printing Press Period (15th 18th century): The development process and the effects of newspaper and magazine advertising with various printed advertising techniques such as pinups, posters, leaflets that emerge with the invention of printing press.
5) Expansion Period (1840–1900): The expansion in the domain of the printed advertising and the emergence of first advertising agencies in the face of the rapid development in education, transportation and the production-based market economy parallel to the affects of industrial revolution.
6) Integration Period (1900–1925): The evaluation of the developments in the advertising media and techniques, and operation of the agencies, and the emergence period of national and international advertising associations and organizations.
7) Scientific Development Period (1925–1945): the emergence of radio and television advertising, the changing dimensions of advertising in the process of using and understanding the importance of survey methodologies for advertising activities, establishing the relationship between advertising and market and consumer analysis.
8) Midterm examination/Assessment
9) Commercial And Social Integration (1945–1970): Comprehending the image oriented development process emerged by the influence of the changes in the production-consumption balance and with the expansion of liberal economies, and the results of it.
10) The Creative Revolution: Bill Bernbach and the changes in the world of advertising in 60s
11) Brand Period (1970-1980): the increasing importance of the brands in consumers mind and advertising practices making progress on brand basis.
12) Post Industrial Period (1980-1990): the differentiation in advertising messages and the rise of lifestyle advertising
13) Globalization Period (1990-2000): with the integration of national markets, the rise of international markets, the emergence of network agencies and the integrated marketing communication concept.
14) The Rise Of Digital Advertising (2000 and after): the emergence of technology-oriented, online, interactive advertising concept parallel to the development in new communication technologies.
15) The Future of Advertising
16) Final examination

Recommended or Required Reading

1- Reklamcılığın Global Tarihi, Mark Tungate, Çeviren: Levent Göktem, MediaCat Yayınları, 2010.
2- Fox, Stephen R. The Mirror Makers: A History of American Advertising and Its Creators. New York: Morrow, 1994.
3- McDonough, John, and Karen Egolf, eds. The Advertising Age Encyclopedia of Advertising. 3 vols. New York: Fitzroy Dearborn, 2003.

Planned Learning Activities and Teaching Methods

1) Lecture
2) Question-Answer
3) Discussion
4) Group Study
5) Problem Solving

Assessment Methods and Criteria

Contribution of Midterm Examination to Course Grade	30%
Contribution of Final Examination to Course Grade	70%
Total	100%

Language of Instruction

Turkish

Work Placement(s)

Not Required