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This module considers advertising as a form of cultural discourse reflecting perceptions of society and otherness. It allows you to develop critical awareness of linguistic, rhetorical, content and semiotic approaches to the analysis of text, sound and image of different forms of advertising and to apply these to a variety of geographical, temporal and media contexts. Throughout the course the emphasis is placed on cross-cultural comparisons.

It involves the following:
Discussion of theoretical and methodological approaches to the analysis of advertising text and image in large diachronic studies and small samples; selection of advertising material in different historical and cultural contexts; intertextuality; representation of nationhood; construction of the 'tourist gaze' in destination advertising; use of stereotypes; language fetish in advertising discourse; impact of regulations on advertising creativity and production.

LO1: display a critical knowledge of theoretical approaches to the analysis of advertisements through the synthesis of a variety of source materials
LO2: research and gain understanding of historical and socio-cultural issues influencing the production of advertising material in a range of European contexts
LO3: demonstrate the ability to analyse press advertising material in theoretical terms
LO4: develop a protocol for analysis of a small corpus of advertisements
LO5: engage in discussions on the relevance of advertising material as a form of social communication in different cultural and cross-cultural contexts