Advertisement: its language and creation; the strategy of of persuasion (konwersatorium) - 2019/2020

Course description
General information
Lecturer:mgr Katarzyna Drop
Organising unit:Faculty of Social Sciences - Instytut Dziennikarstwa i Zarządzania
Number of hours (week/semester): 1/15
Language of instruction:Język polski
Course objective
Prerequisites
Introducing students to basic issues of advertisement theory, shaping the skill of recognizing advertisement statement among other journalistic statements and analysis of such matter.
Learning outcomes
Teaching method
Course content description
Advertisement – multifaceted description of phenomenon. Characteristics of advertisement communication. Feature of advertisement communicate. Advertisement strategy. Influence of media kind on advertisement poetics. The structure of advertisement communication. Type of talk used in advertisement. Styles of statements. Persuasion and manipulation in advertisement. Language mechanism of persuasion. Valuation in advertisement communication. Language and non-verbal communication in advertisement – poetics of picture, movement and sound.
Forms of assessment
Required reading list
bibliography: Bralczyk J., Język na sprzedaż, Warszawa 1995; Kall J., Reklama, Warszawa 1994; Kochan M., Slogany w reklamie i polityce, Warszawa 2003; Lewiński P. H., Retoryka reklamy, Wrocław 1999; Murdoch A., Kreatywność w reklamie, Warszawa 2004; Sutherland M., Sylvester A. K., Reklama a umysł konsumenta, Warszawa 2003; Skowronek K., Reklama. Studium pragmalingwistyczne, Kraków 1993; Szczęsna E., Poetyka reklamy, Warszawa 2001; Zimny R., Kreowanie obrazów świata w tekstach reklamowych, Warszawa 2008.
Field of study: Journalism and Social Communication
Course listing in the Schedule of Courses:
Year/semester:Year III - Semester 6
Number of ECTS credits: 2
Form of assessment: Grade