EKIA465 The Language of Advertising (5 cr)

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Study level:
Intermediate studies
Grading scale:
0-5
Language:
English
Responsible organisation:
Department of Language and Communication Studies
Curriculum periods:
2024-2025, 2025-2026, 2026-2027, 2027-2028

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The course explores the language of advertising from a multimodal, social-semiotic perspective. You will be members of an imaginary advertising agency.

Description

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-semiotic multimodal discourse analysis, the course will introduce tools both for the creation and for the critical analysis of advertising discourse. In addition to analysing advertisements, the students will be working as members of an imaginary advertising agency and create promotional materials together.

Learning outcomes

After completing the course, the students will be able to

  • interpret advertising discourse from a multimodal and social semiotic perspective,

  • understand and explain how semiotic resources are used for persuasion,

  • critically reflect on the process of multimodal meaning-making in advertising,

  • work collaboratively to design promotional materials for a target group.

Recommended prerequisites

Study materials

The study materials will be available in Moodle. The required readings will be provided during the course.

Completion methods

Method 1

Evaluation criteria:
Active participation in class, home assignments, group work and a final group presentation. Attendance policy: 80%
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Parts of the completion methods
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Teaching (5 cr)

Type:
Participation in teaching
Grading scale:
0-5
Language:
English

Teaching