SJ2B004 The Language of Advertising

Faculty of Arts
Spring 2022
Extent and Intensity
1/1/4. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Mgr. Petr Stehlík, Ph.D. (lecturer)
Guaranteed by
doc. Mgr. Petr Stehlík, Ph.D.
Department of Romance Languages and Literatures – Faculty of Arts
Supplier department: Department of Romance Languages and Literatures – Faculty of Arts
Timetable
each odd Tuesday 12:00–13:40 G22
Prerequisites (in Czech)
! SJ0B626 Advertising Language
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to study the particularities of the advertising language in Spanish. At the end of this course, students will be able to explain the specific characteristics of the Spanish advertising texts and to properly analyze concrete Spanish advertisements.
Learning outcomes
Based on the acquired knowledge, students will be able to create their own advertising text in Spanish and professionally justify the use of selected language resources.
Syllabus
  • Advertisements in contemporary society.
  • Advertisement as a way of communication.
  • Advertisement text structure.
  • Advertisement text from phonetic point of view.
  • Advertisement text from morphological point of view.
  • Advertisement text from lexicalsemantic point of view.
  • Advertisement text from syntactic point of view.
Literature
  • Moriyón Mojica, C.: Exégesis pragmalingüística del discurso publicitario, Universidad de Valladolid, Valladolid 1994.
  • Hernando Cuadrado, L.A. (1984): El lenguaje de la publicidad, Corial Coloquio, Madrid.
  • Ferraz Martínez, A. (1995): El lenguaje de la publicidad, Arco/Libros, Madrid.
  • Gutiérrez Ordóńez, S.: Comentario pragmático de textos publicitarios, Arco/Libros, Madrid 1997.
  • STEHLÍK, Petr. Algunas consideraciones sobre el análisis pragmático de los textos publicitarios (Some Considerations on the Pragmatic Analysis of Advertising Texts). Études Romanes de Brno. Brno: Masarykova univerzita v Brně, L 25, No 1, p. 69-77. ISSN 0231-7532. 2004. info
Teaching methods
Lecture: exposition and definitions of specific characteristics of the advertisign language. Analysis of Spanish advertising texts from different linguistic points of view.
Assessment methods
Written exam (analysis of an advertising text).
Language of instruction
Spanish
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2024, Spring 2025.
  • Enrolment Statistics (Spring 2022, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2022/SJ2B004