AJ52073 Language of Advertising

Faculty of Arts
Autumn 2019
Extent and Intensity
0/2/0. 10 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
Mgr. Jana Pelclová, Ph.D. (lecturer)
Guaranteed by
doc. PhDr. Jana Chamonikolasová, Ph.D.
Department of English and American Studies – Faculty of Arts
Contact Person: Tomáš Hanzálek
Supplier department: Department of English and American Studies – Faculty of Arts
Timetable
Fri 11:00–12:40 G24
Prerequisites
Knowledge of pragmatics and sociolinguistics, application of theoretical knowledge in discourse analysis of the given genre
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 4 student(s).
Current registration and enrolment status: enrolled: 0/4, only registered: 0/4
fields of study / plans the course is directly associated with
Course objectives
The course is aimed at investigating advertising as a specific discourse type. The objective is to analyze advertising from different perspectives, for instance pragmatics, humour, gender, narrativity, figurative language etc. Students will work with all types of mass media advertisements (print, broadcast, Internet), and at the end of the course, they will be able to explain the persuasive startegies advertisers use in order to disguise the conative function with which every advertisement operates. Moreover, students will be able to interpret advertising as a controversial style the specification of which lies in its ability to mingle features of other functional styles.
Syllabus
  • During the course, we will discuss and analyze the following topics: advertising as a specific form of communication (definition of principal terms)
  • verbal and non-verbal communicative codes, pictorial-textual/textual-pictorial contextualization
  • hybridization, spokenness vs. writtenness
  • figurative language
  • humour
  • pragmatic principles
  • speech acts, directness/indirectness
  • politeness
  • gender specification
  • narratives in advertising
Literature
  • SRPOVÁ, Hana. Knížka o reklamě. Vydání první. Ostrava: Ostravská univerzita, Filozofická fakulta, 2008, 196 stran. ISBN 9788073685331. info
  • GODDARD, Angela. The language of advertising : written texts. 2nd ed. London: Routledge, 2002, x, 131 s. ISBN 0-415-27802-3. info
  • ČMEJRKOVÁ, Světla. Reklama v češtině, čeština v reklamě. Vyd. 1. Praha: Leda, 2000, 258 s. ISBN 8085927756. info
  • HERMERÉN, Lars. English for sale : a study of the language of advertising. Lund: Lund University Press, 1999, 201 s. ISBN 9179665764. info
  • MYERS, Greg. Words in ads. London: Edward Arnold, 1994. info
  • COOK, Guy. The discourse of advertising. London: Routledge, 1992, xxi, 250. ISBN 0415041708. info
  • SCHRØDER, Kim and Torben VESTERGAARD. The language of advertising. Oxford: Blackwell, 1992, x, 182. ISBN 063110741X. info
Teaching methods
The course consists of e-classes and in-class seminars. The students have to submit a paper for an e-class, for a contact class they are encouraged to read the materials provided in elf which will be discussed and applied on a group of selected advertisements.
Assessment methods
Seminar assessment: assignments during the term (30%), final essay (5-7 pages) at the end of the term (70%)
Language of instruction
English
Further Comments
Study Materials
The course is taught once in two years.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/phil/autumn2019/AJ52073