1. Marketing communication and place of ads in it. Advertising as a social phenomenon. 2. History of advertisement. Classification criteria of advertising. Types of advertising. 3. Psychology of advertising. 4. Basic requirements for advertising. Advertising text, stylistic factors, constituting of advertising functional style. 5.-6. Print advertising and its types. Advertising genres of print ads. 7. nonverbal aspects in advertisement. Audiovisual advertisement. Pronunciation styles in ad. 8. Persuasion in advertising texts. Cultural resources and language resources of persuasion of advertising text. 9.-10. Lexical and syntactic features of contemporary czech advertisement. Logo, slogan, title, brand. 11. Joke, humour, play with language in advertising texts. 12.-13. Creation of advertising text. (Commercial) presentation in daily press.
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The course focuses on advertisement as a specific area of public communication. Emphasis is placed on understanding all components of advertising communiqué and its all-round analysis. The main interests are the linguistic aspect of contemporary czech advertising texts and on the other hand the style aspect of these texts with regards to genre diversity of printing advertisement. One of the goals of this course is to develop the skills that are necessary for creating advertising utterances, which include a verbal component (in the form and / or the spoken and written).
Student is able to characterize advertisement as a specific kind of public communication; state and define main signs of advertisiment, justify the role of psychological aspects in advertising, analyze advertising communiqué from the viewpoint of the author and recipient, composition of the communiqué etc.; distinguish the types of advertising communiqué, justify the classification criteria; indicate the typical expressive features of advertising communiqué with the emphasis on linguistic features; describe manipulative techniques of advertising texts considering recipient differentiated by sex, age etc.
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