FF:AJ22073 Language of Advertising - Course Information

AJ22073 Language of Advertising

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 odd Tuesday 15:50–17:25 G21

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 14 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 assignments

Assessment methods

Seminar assessment: assignments during the term (30%), final 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.

Information about innovation of course.

This course has been innovated under the project "Faculty of Arts as Centre of Excellence in Education: Complex Innovation of Study Programmes and Fields at FF MU with Regard to the Requirements of the Knowledge Economy“ – Reg. No. CZ.1.07/2.2.00/28.0228, which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

• Enrolment Statistics (Spring 2013, recent)
  
• Permalink: https://is.muni.cz/course/phil/spring2013/AJ22073