Promotional text 1MA/LANCOM (2019/2020) (B. Hordecki)

15-TR-JIK-11

Promotional text - lecture

The aim of the course is to characterize the world of advertising as a system of texts and a subsystem of contemporary cultures. In the course of the lectures the following  issues are discussed:

-          studies of promotional text and media literacy - mutual relations,

-          concept, structure and importance of the advertising texts,

-          argumentation, persuasion and manipulation in advertising texts,

-          artistic dimension of advertising texts,

-          advertising conventions,

-          analogy and metaphor in advertising texts,

-          advertising text as a product of communication in the age of technical reproduction,

-          advertising text as an instrument of cultural expansion,

-          taboo in the system of advertising texts,

-          concept of 'slogan', functions of slogans in advertising, typologies of slogans,

-          intertextuality of advertising texts,

-          advertising text as a generator of stereotypes.