The aim of this lecture is twofold: By analysing advertising discourse, we want to gain insight into the construction of advertisements and at the same time provide a means for a de-manipulative look at the discursive construction of social and cultural identities through consumption. This leads into the linguistic and semiotic analysis of advertising texts and images using a constructionist approach, combined with the analytical framework of social semiotics, visual design, rhetoric, stylistics, text linguistics, and critical discourse analysis.
Event
Advertising and Design. The Semiotics of Consumption
Lecture von Bernhard Kettemann
We will discuss possible approaches to the use of semiotics and semantics and pragmatics in the analysis of advertising discourses in English language media, e.g. print. We will dap into the rhetoric of the image and the stylistics of consumption.
Bernhard Kettemann
Photo: Bernhard Kettemann (Foto Furgler)
Emeritus Professor Mag. Dr. phil. Bernhard Kettemann, MA has been Professor of English Linguistics at the Department of English Studies at the University of Graz. He has been head of Department and Dean of Studies of the Humanities there; he is founder and editor of over 40 years of the critical journal Arbeiten aus Anglistik und Amerikanistik, author and editor of over 20 books in the field of English Linguistics and has authored over a hundred scholarly articles. His research interests include Cultural Constructionism, Critical Discourse Analysis and Corpus Linguistics and Social Semiotics of the Media.
