Infopaket

Language game in advertising

ВБ 2.7

Вибіркова дисципліна для ОП

First

2021/2022

6 Semester

2

PLO 11. Know the principles, technologies and techniques of oral and written texts of different genres and styles creation in Ukrainian and English. PLO 12. Analyse language units, determine their interaction, and characterize linguistic phenomena and the underlying processes. PLO 17. Collect, analyse, systematize and interpret language and speech facts and use them to solve complex problems and tasks in specialized fields of professional activity and / or training.

Full-time form

The student must have knowledge of the theoretical foundations of general linguistics, lexicology, phraseology, phonetics, morphology, syntax, and stylistics of Modern Ukrainian Language, as well as the basics of psycholinguistics; to have basic theoretical knowledge and concepts, methodology and basic techniques of linguistic analysis, skills in working with oral and written texts; be able to apply in practice previous theoretical knowledge from specialized disciplines, as well as methods of analysis, synthesis, generalization, classification of linguistic and non-linguistic material, basic skills of working with various Internet programs and platforms for creating presentations and videos for visual demonstration of the obtained results.

The purpose of the discipline is to facilitate students' assimilation of the main theoretical provisions, terminology and applied aspects in the field of the concepts of advertising, language game, language game in advertising. To acquaint them with the history of the issue, the main methods and approaches to the study of the units of the specified systems, to teach them to distinguish between types of advertising, to recognize manifestations of the language game in it, to identify these manifestations by groups, methods, functions, language means, etc. To develop their skills of linguistic analysis of the advertising text, the ability to identify both creative and playful and manipulative elements in it, to perceive them critically, which in general will serve to develop students' linguistic sense and critical thinking.

1) Берн, Ерік. Ігри, у які грають люди : світовий бестселер із психології стосунків. – Харків, 2016. 2) Бутник Н. Мовна гра як лексико-семантичний прийом у текстах комерційної реклами / Н.Бутник // Семантика мови і тексту : [матеріали X Міжн.конф.]. – Івано-Франківськ, 2009. – С.42–45. 3) Вiтгенштейн Л. Фiлософськi дослiдження / Л. Вітгенштейн. – К., 1995. 4) Іванова І. Б. Історія української реклами: мовностилістичний аспект : монографія. – Харків, 2016. 5) Космеда Т. А. Мовна гра в парадигмі інтерпретативної лінгвістики. Граматика оцінки. Граматична ігрема (теоретичне осмислення дискурсивної практики) / Т. А. Космеда, О. В. Халіман. – Дрогобич, 2013. 6) Лук’янець Т.І. Рекламний менеджмент: Навч. посібник. — 2-ге вид., доп. — К., 2003. 7) Crystal D. Language play. Penguin Books, 1998. 249 p.

Educational activities during the semester: the answer to the practical lesson (independent expanded and addition); presentation of intermediate stages of research; analytical report; test tasks; final credit presentation.

Semester assessment: the maximum number of points during the semester is 100 points: the answer to the practical lesson - 14 points; presentation – 49 points; report - analysis of specialized scientific literature - 16 points; tests - 10 points; final credit presentation – 11 points; final assessment in the form of credit. The credit is issued based on the results of the student's work during the semester. If the student scored less than 60 points, he works on the missed topics in written and oral forms.

Ukrainian