ADVED Advertising Discourse

Prague City University
winter term 2022
Extent and Intensity
0/2/0. 2 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Martin Kräussl (lecturer)
Prerequisites (in Czech)
Assessments and other requirements Active class participation. Submission of short written assignments during the term, in which students apply the theoretical concepts presented in the twelve topics of the course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives (in Czech)
Goal: This course is aimed at the analysis of advertising as a specific discourse type to explore a diverse portfolio of online and print adverts, commercials, campaigns, and other forms of advertising from various perspectives to explain how exactly advertisers communicate the inherent persuasion of the trade. In every lesson, we will be investigating different topics concerning advertising such as humour, storytelling, figurative language, controversial topic treatment, and other related topics. Students will learn how to analyse and decode information in various ads and commercials hand-in-hand with the latest findings within the field which draws upon modern linguistics, psychology, and marketing. No previous deeper knowledge of linguistics or marketing is required.
Learning outcomes (in Czech)
Teaching/Study Outputs: At the end of the course, students will be able to approach advertising discourse from several perspectives, analyse individual modes of adverts and commercials, and gain a deeper understanding of how meaning is created in advertising. Students will learn how to linguistically approach the visual mode, as well as explain how several topics like power, narrativity, gender, and humour are treated in advertising. Students will be able to linguistically decode and interpret advertisers’ choices regarding the message strategies, advertising appeals, and executional frameworks.
Syllabus (in Czech)
  • Topics: 1. Introduction to Advertising Discourse 2. Words in Advertising 3. Visual Grammar 4. Brand Semiosis 5. Figurative Language 6. Humour 7. Code-switching 8. Gender 9. Controversy and Taboo 10. Identity Construction 11. Storytelling 12. Advertising Design
Language of instruction
English
  • Enrolment Statistics (recent)
  • Permalink: https://is.praguecityuniversity.cz/course/pcu/winterterm2022/ADVED