COURSE UNIT TITLE

: LANGUAGE OF ADVERTISING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
DIL 3044 LANGUAGE OF ADVERTISING ELECTIVE 2 0 0 3

Offered By

Linguistics

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

INSTRUCTOR EDA CAN

Offered to

Linguistics

Course Objective

The objective of this course is to study the language in advertising and focus on the components and elements of an advertisement; thus have the students improve critical thinking and criticizing skills and produce an original advertisement making use of these skills.

Learning Outcomes of the Course Unit

1   the student is expected to be able to identify components specific to the discourse of advertising,
2   the student is expected to be able to explain different linguistic choices and their effects in advertising languge with example,
3   the student is expected to be able to analyze and separate different features used in advertising texts
4   the student is expected to be able to evaluate and comment on advertising texts,
5   the student is expected to be able to prepare an original advertisements.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Advertisiment and the discourse of advertising Concepts related to advertising: adressor, message and addressee Sample advertisements
2 The difference between spoken language and written language Sample advertisements
3 Voices in advertisements (1st person singular and plural, and 3rd person), and their effect on the addresse Sample advertisements
4 Important elements in advertising: intertextuality Sample advertisements
5 Important elements in advertising: cultural differences Sample advertisements
6 Tricks of advertising: linguistic structures used to affect readers Sample advertisements
7 Special sound patterns used in advertising Sample advertisements
8 Mid Term
9 Lexical choices in the discourse of advertising Sample advertisements
10 Sentence structure in the discourse of advertising Sample advertisements
11 Manipulation of meaning in the discourse of advertising: personalization, presupposition and personification Sample advertisements
12 Implicit interaction in advertisements Sample advertisements
13 Use of metaphors in advertisements Sample advertisements
14 Identifying the elements used in the discourse of advertising studied throughout the course in sample advertisements

Recomended or Required Reading

1. Armstrong, J. S. (2010). Presuasive Advertising. New York: Palgrave Mac Millain.
2. Goddard, A.(1994). The language of Advertising. NY: Routledge.
3. Keiko, T. (1994). Advertising Language : A Pragmatic Approach to Advertisements in Britain and Japan. London: Routledge.
4. Sells, P. ve Gonzales, S. (2012). The language of advertising. http://www.stanford.edu/class/linguist34/. Erişim Tarihi: 20.01.2012.
5. Özyıldırım,I. I. (2010). Tür Çözümlemesi. Ankara: Bilgesu Yayıncılık.
6. Woods, N. (2006). The Discourse of Advertising. NY: Hodder Arnold.

Planned Learning Activities and Teaching Methods

1- Lecture
2- Presentation
3- Question and answer
4- Discussion

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 ASG ASSIGNMENT
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 +ASG * 0.30 + FIN * 0.40
5 RST RESIT
6 FCG FINAL COURSE GRADE MTE * 0.30 + ASG * 0.30 +FCG * 0.40


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. Learning outcomes 1-5 will be evaluated via the questions asked in the mid-term and final exams and the assignments/project.

Language of Instruction

Turkish

Course Policies and Rules

1. 1- 70% class attendance is obligatory.
2. 2- Absence from classes will not be considered as an excuse for late submission of the homework assignments/projects.
3. 3- Cheating and plagiarism attempts in assignments and exams will be evaluated with a 0 (zero) grade.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 2 26
Preparations before/after weekly lectures 13 2 26
Preparation for midterm exam 1 8 8
Preparation for final exam 1 10 10
Preparing assignments 1 5 5
Preparing Group Assignments 1 6 6
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 85

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14
LO.15
LO.255
LO.355555
LO.45555
LO.55555

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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