AJ22073 Language of Advertising

Faculty of Arts
Spring 2012
Extent and Intensity
0/2/0. 2 credit(s) (plus 3 credits for an exam). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
Mgr. Jana Pelclová, Ph.D. (lecturer)
Guaranteed by
Jeffrey Alan Vanderziel, B.A.
Department of English and American Studies – Faculty of Arts
Contact Person: Tomáš Hanzálek
Supplier department: Department of English and American Studies – Faculty of Arts
Timetable
each even Thursday 10:50–12:25 C11
Prerequisites
Knowledge of pragmatics and sociolinguistics, application of theoretical knowledge in discourse analysis of the given genre
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
there are 12 fields of study the course is directly associated with, display
Course objectives
The course is aimed at investigating advertising as a specific discourse type. The objective is to analyze advertising from the point of view of pragmatics and sociolinguistics (Holmes, Leech, Thomas, Mey) paying special attention to socio-pragmatic issues such as pragmatic principles, speech acts, social factors, synthetic personalization, etc. Students will work with all types of mass media advertisements (print, broadcast, Internet), and at the end of the course, they will be able to explain the persuasive startegies advertisers use in order to disguise the conative function with which every advertisement operates. Moreover, students will be able to interpret advertising as a controversial style the specification of which lies in its ability to mingle features of other functional styles.
Syllabus
  • During the course, we will discuss and analyze the following topics: advertising as a specific form of communication (definition of principal terms)
  • history and typology of advertising
  • verbal and non-verbal communicative codes, pictorial-textual/textual-pictorial contextualization
  • hybridization, spokenness vs. writtenness
  • figurative language
  • questions
  • pragmatic principles
  • speech acts, directness/indirectness
  • politeness
  • gender specification.
Literature
  • SRPOVÁ, Hana. Knížka o reklamě. Vydání první. Ostrava: Ostravská univerzita, Filozofická fakulta, 2008, 196 stran. ISBN 9788073685331. info
  • GODDARD, Angela. The language of advertising : written texts. 2nd ed. London: Routledge, 2002, x, 131 s. ISBN 0-415-27802-3. info
  • ČMEJRKOVÁ, Světla. Reklama v češtině, čeština v reklamě. Vyd. 1. Praha: Leda, 2000, 258 s. ISBN 8085927756. info
  • HERMERÉN, Lars. English for sale : a study of the language of advertising. Lund: Lund University Press, 1999, 201 s. ISBN 9179665764. info
  • MYERS, Greg. Words in ads. London: Edward Arnold, 1994. info
  • COOK, Guy. The discourse of advertising. London: Routledge, 1992, xxi, 250. ISBN 0415041708. info
  • SCHRØDER, Kim and Torben VESTERGAARD. The language of advertising. Oxford: Blackwell, 1992, x, 182. ISBN 063110741X. info
Teaching methods
classroom discussions and presentations, essays at the end of the term
Assessment methods
Seminar assessment: presentations during the term (30%) essay (5- 7 pages) at the end of the term (70%)
Language of instruction
English
Further Comments
Study Materials
The course is taught once in two years.
The course is also listed under the following terms Autumn 1999, Autumn 2000, Autumn 2002, Autumn 2004, Autumn 2005, Autumn 2006, Autumn 2007, Autumn 2008, Spring 2010, Spring 2011, Autumn 2011, Spring 2013, Spring 2014, Spring 2017, Spring 2018, Autumn 2019.
  • Enrolment Statistics (Spring 2012, recent)
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