Linguistic and Cultural Analysis of Print Advertising in English
Master's Programme in English Studies: Professional Applications & Intercultural Communication
Academic staff
María Enriqueta Cortés de los Ríos
Course code:
70482111
Type:
Compulsory – Teaching and Research Itinerary (Module 2)
Approach to education
Blended-learning (25%)
Term
Second
Classroom
Humanities Building II, classroom 12
Teaching period
27 February – 26 March 2025
Teaching times
Wednesdays 16.00 – 18.15
Thursdays 16.00 – 18.15
Teaching guide
Linguistic and Cultural Analysis of Print Advertising in English
Description
When it comes to the use of specific languages, language in advertising is one of the most peculiar as it flourishes as a highly appellative, conative and persuasive character. This course aims to introduce students to the linguistic (grapho-phonic, morphosyntactic and lexico-semantic) pragmatic and functional of advertising in English. Furthermore, the course will delve into the characteristics of the text and the advertising image and the cognitive theory of the metaphor and metonymy of the advertising spot. Finally, the course will address the cultural aspects in advertising.
The subject is divided into four thematic blocks:
Block I – Definition, objectives, and functions of advertising
‣ Definition of advertising language
‣ Objectives of advertising
‣ Functions of advertising
– Information function
– Persuasion function
– Economic function
– Aesthetic function
– The AIDA Model
Block II – Syntaxis of advertising
‣ Graphological features
‣ Phonological features
‣ Lexical features
‣ Pragmatic features
‣ Characteristics of the advertising image
Block III – Usage of metaphors, metonyms and schemes of images in advertising
‣ Metaphor and metonymy according to Lakoff and Johnson's theory
‣ The scheme of images
Linguistic and Cultural Analysis of Print Advertising in English
