EKIA465 The Language of Advertising (5 cr)
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Description
Content
The course provides an introduction into advertising discourse. By analyzing the process of multimodal meaning-making across different promotional genres, the students will become aware of how the interplay of the different modalities can be used for marketing purposes. Building on the framework of social-semioticmultimodal discourse analysis, the course will introduce tools both for the creation and for the critical analysis of advertising discourse.
Completion methods
Contact teaching
Assessment details
Participation in the lectures, home assignments, creation and presentation of an advertisement.
Learning outcomes
After completing the course, the students will be able to
- interpret advertising discourse from asocial-semiotic and multimodal perspective,
- understand and explain how semiotic resources are used for persuasion,
- critically reflect on the process of multimodal meaning-making in advertising,
- create a piece of advertising discourse with the help of digital tools.
Additional information
Attendance policy: 80% attendance
Study materials
The study materials will be available in Moodle.
Literature
- The required readings will be provided during the course.
Completion methods
Method 1
Teaching (5 cr)
Contact teaching
Study materials will be provided in Moodle.
- The required readings will be provided during the course.