AJL22073 Language of Advertising

Faculty of Arts
Spring 2025
Extent and Intensity
0/2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Jana Pelclová, Ph.D. (lecturer)
Guaranteed by
Mgr. Jana Pelclová, Ph.D.
Department of English and American Studies – Faculty of Arts
Contact Person: Tomáš Hanzálek
Supplier department: Department of English and American Studies – Faculty of Arts
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 25 student(s).
Current registration and enrolment status: enrolled: 0/25, only registered: 0/25
fields of study / plans the course is directly associated with
there are 18 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 different perspectives, for instance pragmatics, figurative language, cognitive linguistics and from overlapping diciplines such as humour, gender studies or narrativity.
Learning outcomes
At the end of the course, students will be able to: - explain the persuasive startegies used in advertising texts - understand the functions of verbal and nonverbal communication codes found in advertising messages - analyze advertisements from the point of view of different linguistics theories
Syllabus
  • 1. Advertising as a specific discourse type 2. Language in advertising 3. Non-verbal codes in advertising 4. Taboo in advertising 5. Narratives, heteroglossia and points of view 6. Figurative language 7. Gender in advertising 8. Humor in advertising 9. Loan words in advertising 10. Implicature 11. (Im)politeness principle in advertising 12. Indexing identity
Literature
    required literature
  • MYERS, Greg. Words in ads. London: Edward Arnold, 1994. info
  • COOK, Guy. The discourse of advertising. London: Routledge, 1992, xxi, 250. ISBN 0415041708. info
  • HERMERÉN, Lars. English for sale : a study of the language of advertising. Lund: Lund University Press, 1999, 201 s. ISBN 9179665764. info
    not specified
  • 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
  • SCHRØDER, Kim and Torben VESTERGAARD. The language of advertising. Oxford: Blackwell, 1992, x, 182. ISBN 063110741X. info
Teaching methods
Students are asked to read materials and to find a couple advertising texts. In classes we will discuss the idnividual topics scheduled and analyze several advertising texts.
Assessment methods
Seminar assessment: attendance+in-class participation+analysis of advertising texts 40% + final essay 60 %.
Language of instruction
English
Further Comments
The course is taught once in two years.
The course is taught: every week.
Teacher's information
https://elf.phil.muni.cz/22-23/course/view.php?id=730
The course is also listed under the following terms Autumn 2019, Autumn 2021, Spring 2023.
  • Enrolment Statistics (Spring 2025, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2025/AJL22073