SJ0B626 Advertising Language

Faculty of Arts
Autumn 2011
Extent and Intensity
2/0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Mgr. Petr Stehlík, Ph.D. (lecturer)
Guaranteed by
doc. Mgr. Ivo Buzek, Ph.D.
Department of Romance Languages and Literatures – Faculty of Arts
Timetable
each odd Monday 9:10–10:45 C43
Prerequisites (in Czech)
Předmět je určen pro studenty 3.ročníku a výše.
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
Course objectives
The aim of the course is to study the particularities of the advertising language in Spanish. At the end of this course, students will be able to explain the specific characteristics of the Spanish advertising texts and to properly analyze concrete Spanish advertisements.
Syllabus
  • Advertisements in contemporary society.
  • Advertisement as a way of communication.
  • Advertisement text structure.
  • Advertisement text from phonetic point of view.
  • Advertisement text from morphological point of view.
  • Advertisement text from lexicalsemantic point of view.
  • Advertisement text from syntactic point of view.
Literature
  • Hernando Cuadrado, L.A. (1984): El lenguaje de la publicidad, Corial Coloquio, Madrid.
  • STEHLÍK, Petr. Algunas consideraciones sobre el análisis pragmático de los textos publicitarios (Some Considerations on the Pragmatic Analysis of Advertising Texts). Études Romanes de Brno. Brno: Masarykova univerzita v Brně, 2004, L 25, No 1, p. 69-77. ISSN 0231-7532. info
  • Gutiérrez Ordóńez, S.: Comentario pragmático de textos publicitarios, Arco/Libros, Madrid 1997.
  • Moriyón Mojica, C.: Exégesis pragmalingüística del discurso publicitario, Universidad de Valladolid, Valladolid 1994.
  • Ferraz Martínez, A. (1995): El lenguaje de la publicidad, Arco/Libros, Madrid.
  • Cardona, D., Berasarte, R.F. (1972): Linguística de la publicidad, Madrid
Teaching methods
Lecture: exposition and definitions of specific characteristics of the advertisign language. Analysis of Spanish advertising texts from different linguistic points of view.
Assessment methods
Exam: written exam based on the exposed and commented items and practical analysis of an advertising text.
Language of instruction
Czech
Further Comments
Study Materials
The course is taught only once.
The course is also listed under the following terms Autumn 2004, Autumn 2005, Autumn 2006, Autumn 2007, Autumn 2008, Autumn 2009, Autumn 2010, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018.
  • Enrolment Statistics (Autumn 2011, recent)
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