Module Catalogues, Xi'an Jiaotong-Liverpool University   
Module Code: ENG201
Module Title: Advertising and the Media
Module Level: Level 2
Module Credits: 5.00
Academic Year: 2019/20
Semester: SEM1
Originating Department: English
Pre-requisites: ENG103
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.

Learning outcomes 
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.

Method of teaching and learning 
The teaching sessions are divided into two components (Lectures and Tutorials/workshops).


Tutorials/ workshops
• A brief history of advertising

• The pragmatics of advertising

• Text and context in advertising

• Cohesion and coherence across languages and visual images

• Metaphors in advertising

• Representation of social actors in advertising

• Systemic Functional Linguistics & Visual Social Semiotics as the methodological framework

• Construction of social relations in advertising

• Intertextuality in advertising

• Globalisation and glocalisation in advertising

Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 26     14      110  150 


Sequence Method % of Final Mark
1 Final Exam 70.00
2 Essay 30.00

Module Catalogue generated from SITS CUT-OFF: 8/16/2020 4:31:23 AM