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

29 February – 3 April 2024

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

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