Core Module Information
Module title: Advertising as Cultural Discourse

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: LNG11105
Module leader: Christine Penman
School The Business School
Subject area group: Tourism and Languages


Description of module content:

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.

Learning Outcomes for module:

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

Full Details of Teaching and Assessment
2022/3, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Christine Penman
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This module is taught in the form of 3 one-hour lectures combined with tutorials/group work. You are expected to read set texts and participate in discussion forums on Moodle prior to discussing material in tutorials. You are involved in the selection of advertising material for discussion and analysis. The portfolio includes critical analysis of academic texts and the development of a protocol of analysis for a small corpus of advertisements.

Enhanced reading, writing and synthetic skills. Scholarship skills in the design of a protocol of analysis for a small corpus of advertisements and in the research of contextual factors to specific advertising production.

There are two summative assessments: a group presentation and a report combining critical appraisal of academic literature and analysis of advertising material.

The delivery of this module is informed by research in cross-cultural advertising discourse.

Material is available on Moodle. Assessment is designed to be suitable for students from different backgrounds.

This module enhances understanding of socio-cultural contexts across the world and therefore fosters cross-cultural communication.

Formative Assessment:
Formative feedback is provided in response to comments submitted in the weekly online fora .You get feedback on their report outline. You also have the opportunity to submit the semiotic analysis of an advert for formative feedback.

Summative Assessment:
There are two summative assessments: a group presentation and a report combining critical appraisal of academic literature and analysis of advertising material.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 3
Face To Face Practical classes and workshops 36
Independent Learning Guided independent study 161
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 1,2,3,4,5 1 HOURS= 0, WORDS= 0
Report 60 1, 2, 4, 5 12 HOURS= 0, WORDS= 3000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader