The course aims to illustrate how the historical perspective, the sociolinguistics, the pragmatics and the semiotics can analyze the language of advertising highlighting the lexical, syntactic and morphological features and the intercultural aspects of different texts. The linguistic variants and structures are linked to the functional aspects with the objective of explaining the meaning and the grammar of slogans, jingles and commercials.
There are no prerequisites. Specific activities could be organized to support the study of the foreign students and the working students.
There are no prerequisites. Specific activities could be organized to support the study of the foreign students and the working students.
teacher profile teaching materials
-the theorical debat around the advertising language;
-the analisys of the patterns of this important tool of communication. The messages are examined at the light of the most important concepts of the textual and pragmatic studies , as cohesion, coherence,implicatures, rhetorical strategies;
-the structural characteristics of brand-names and on line order selling: comparison of texts in differtnt languages.
Capozzi M.R. Il linguagio della pubblicità, Milano, Franco Angeli.
Catricalà M. One thousand and one ways of reading a brand, , in press.
Programme
The main features of the course are relating to the following arguments:-the theorical debat around the advertising language;
-the analisys of the patterns of this important tool of communication. The messages are examined at the light of the most important concepts of the textual and pragmatic studies , as cohesion, coherence,implicatures, rhetorical strategies;
-the structural characteristics of brand-names and on line order selling: comparison of texts in differtnt languages.
Core Documentation
Baldini M. Il linguaggio pubblicitario.Fantaparole, Roma, Armando, 1996.Capozzi M.R. Il linguagio della pubblicità, Milano, Franco Angeli.
Catricalà M. One thousand and one ways of reading a brand, , in press.
Type of delivery of the course
Lessons and workshopsType of evaluation
The aim of the oral examination is the evaluation of the competence acquired .