This module is designed to introduce the analysis of advertising as discourse in contemporary world. It aims to provide students with a good knowledge of the features of advertising texts and how to analyse advertising as social practice. In addition to describing the rhetorical and persuasive features, the module directs students’ attention to the question how languages and visual images work together to produce socio-culturally meaningful advertisements. Some important analytical concepts and methods in the study of advertising are to be introduced and illustrated. Students will have some basic knowledge of the rhetorical and persuasive features of advertising texts, and know how to read them critically.
• To introduce the frameworks for the analysis of advertising as discourse;
• To analyse advertisements critically;
• To encourage critical reflection on advertising as a social practice.
A. Identify the purpose and use of linguistic, visual, rhetorical and persuasive devices, including coherence, cohesion, metaphor, intertextuality, etc.
B. Perceive the function of linguistic and visual devices, including coherence, cohesion, metaphor, and intertextuality.
C. Examine critically how social knowledge is constructed in advertisements.
D. Demonstrate critical reflection on the discourse of advertising.
The teaching sessions are divided into two components (Lectures and Tutorials/workshops).