LET-CIWB268-IBC
Foreign Languages in Advertising
Course infoSchedule
Course moduleLET-CIWB268-IBC
Credits (ECTS)5
Category-
Language of instructionEnglish
Offered byRadboud University; Faculty of Arts; Communication and Information Studies;
Lecturer(s)
Coordinator
dr. S.A. Grondelaers
Other course modules lecturer
Examiner
dr. S.A. Grondelaers
Other course modules lecturer
Lecturer
dr. S.A. Grondelaers
Other course modules lecturer
Contactperson for the course
dr. S.A. Grondelaers
Other course modules lecturer
Lecturer
prof. dr. J.M.A. Hornikx
Other course modules lecturer
Academic year2021
Period
PER 2  (08/11/2021 to 30/01/2022)
Starting block
PER 2
Course mode
full-time
Remarks-
Registration using OSIRISYes
Course open to students from other facultiesYes
Pre-registrationNo
Waiting listNo
Placement procedure-
Aims
At the end of the course the student will be able to:
  • Understand why foreign languages are used in advertising from the perspective of consumer culture positioning;
  • Describe the relevant concepts, theories, and models relevant to the understanding of foreign languages in advertising;
  • Explain what factors determine the effectiveness of foreign language use;
  • Analyse and evaluate the use of foreign languages in real-life advertising
Content
In advertising, consumers are often confronted with a language that is not their mother tongue. While it is common to see English in advertising, other languages are also employed – even in countries where the targeted audience cannot read let alone understand these languages. The present course addresses fundamental questions about how and why brands use foreign languages in advertising, and about how and why these languages can be effective to consumers. It integrates insights from applied linguistics with theories and findings from international marketing and advertising.
Level

Presumed foreknowledge

Test information

Specifics

Required materials
Book
ISBN:978-3-030-31690-7
Title:Foreign languages in advertising: Linguistic and marketing perspectives
Author:Jos Hornikx and Frank van Meurs
Publisher:Palgrave
Edition:1

Instructional modes
At-home PER2 gel1
Attendance MandatoryYes

Seminar
Attendance MandatoryYes

Tests
Written exam
Test weight70
Test typeWritten exam
OpportunitiesBlock PER 2, Block PER 3

Minimum grade
5,5

Project paper
Test weight30
Test typeProject
OpportunitiesBlock PER 2, Block PER 3

Minimum grade
5,5