EKIA465 The Language of Advertising (5 cr)
Study level:
Intermediate studies
Grading scale:
0-5
Language:
English
Responsible organisation:
Department of Language and Communication Studies
Curriculum periods:
2017-2018, 2018-2019, 2019-2020
Description
Content
The course provides an introduction into advertising discourse. By analyzing the different features of advertising messages, the students will become aware of the use of linguistic and multimodal resources in marketing communication.
Completion methods
Contact teaching, pair and group work, home assignments, student presentations
Assessment details
Based on participation in class, home assignments and a course paper.
Learning outcomes
After completing the course the students will be able to
•classify different forms of offline and online advertisements
•identify the discourse structure and communicative functions and of advertisements
•analyse advertising strategies from a linguistic perspective
•apply different tools for linguistic analysis
•integrate multimodal approaches in the study of advertisements
•understand and explain how language is used in persuasive messages.
•classify different forms of offline and online advertisements
•identify the discourse structure and communicative functions and of advertisements
•analyse advertising strategies from a linguistic perspective
•apply different tools for linguistic analysis
•integrate multimodal approaches in the study of advertisements
•understand and explain how language is used in persuasive messages.
Additional information
Target group: Second and third year students
Students may be absent from no more than two classes.
Description of prerequisites
EKIP404 Discourse and Literacy (recommended, not obligatory)
Study materials
The study materials will be available in Moodle. Further readings will be announced in the course.
Completion methods
Method 1
Select all marked parts
Parts of the completion methods
x
Unpublished assessment item