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Linguistic potential of advertising in media communication

ДВС.2.14

Вибіркова дисципліна для ОП

First

2024/2025

6 Semester

3

PLO 3 Organize the process of learning and self-education. PLO 12 Analyze language units, determine their interaction and characterize language phenomena and processes that determine them. PLO 21.1 Know the leading current trends in the functioning of language in the mass media and establish the role of mass media in the dynamics of language and social processes. PLO 21.2 Carry out communicative activity as the implementation of language functions in various social spheres (genre-style differentiation of language). PLO 21.3 Possess professional skills and abilities necessary to create oral and written texts of various genres and styles in the Ukrainian language.

Full-time form

Successful mastery of the academic disciplines "Introduction to Linguistics", "Modern Ukrainian Language. Lexicology. Phraseology", "Modern Ukrainian Language. Phonetics. Phonology", "Modern Ukrainian Language. Morphology. Word Formation", "Modern Ukrainian Language. Paradigmology".

Students' knowledge about the effective potential of advertising in the aspect of the cultural development of society is systematized, providing future philologists with the appropriate linguistic tools for further independent work in various fields of social activity. The linguistic and genre specifics of advertising in various communicative spheres, the principles of working with professional literature with an emphasis on the production of advertising texts are considered.

Климентова О.В. Навчально-методичний комплекс дисципліни «Лінгвістичний потенціал реклами в медійній комунікації (для студентів-філологів)». Київ, 2019. Кутуза Н.В. Формула впливу рекламного дискурсу // Одеський лінгвістичний вісник, 2014. Вип. 3. С.138 – 145. Кутуза Н.В. Слоган як сугестивний концентр реклами // Рекламний та PR дискурс: аспекти впливу. Київ: Вид. дім Дмитра Бураго, 2015. – с. 133- 137. Огілві Д. Про рекламу. Харків : Книжковий клуб "Клуб Сімейного Дозвілля", 2019. 288 с. Олексюк О.М. Основні ознаки рекламного дискурсу як складника інституційного // Записки з українського мовознавства. Збірник наукових праць. 2016. Вип. 23. С.238 – 243. Шевченко Л.І. Неолінгвістика в Україні : дослідницька перспектива : монографія. Київ : Ліра-К, 2024. 200 с. Dergach D. Genre invariants of modern advertisement. Scientific Journal of Polonia University. 2022а. Vol. 55 (6). P. 17-24. DOI: https://doi.org/10.23856/5502

seminar classes, test, scientific report, test tasks, analysis of advertising texts, final test

The final mark is based on the results of the student's work throughout the semester and does not provide for additional assessment measures. Students who have scored a minimum positive number of points - 60, receive - "credited". Students who have not scored a minimum positive number of points - 60, receive - "not creditable". Students who have scored less than 60 points in total for the semester, in order to take the credit, it is necessary to prepare material on the topics for which the debt arose, in the form of writing independent and laboratory works, essays or, if necessary, write a test paper.

Ukrainian