College Of Arts And Sciences | The Semiotics of Advertising
E103 | 0082 | Fowler, G.
Advertising is a perpetual fact of everyday life. As members of
modern American society, we are constantly exposed to it, and
increasingly our work calls for us to create it. In addition,
advertising is inherently a laconic medium; and therefore its
language must be at once highly effective (to communicate its
purposes effectively in just a few words, or a few paragraphs) but
also rather subtle. This course treats advertising as a laboratory
for the exploration of applied language usage. Course goals include:
to recognize and diagnose "button-pushing" by its producers; to
appreciate the interaction between language and other aspects of
advertising (typography, graphics, photographs, color, etc.); and to
understand our general use of language better through examination of
this highly distilled medium.
Course texts: William Wainwright, Philosophy of Religion; F.
Dostoevsky, The Grand Inquisitor; Albert Camus, The Plague; C.S.
Lewis, The Problem of Pain.