EKIA465 The Language of Advertising (5 cr)

Study level:
Intermediate studies
Grading scale:
Responsible organisation:
Department of Language and Communication Studies
Curriculum periods:
2017-2018, 2018-2019, 2019-2020



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.

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
Unpublished assessment item