Module 1.1 - Basics of Advertising Language (5 CP) provides basic knowledge for the analysis of the forms and functions of advertising texts. It deals in detail with units of the language system and language use that are important for advertising texts. In addition, students are familiarized with methodological principles for the analysis of linguistic aesthetics and poetics of advertising language.
An overview of non-linguistic sign systems in advertising completes the module.
Module 1.2 - Advertising in Situation and Context (5 CP) provides a first introduction to the interrelationships of marketing, advertising and public relations. Based on the diversity of advertising, possible communication strategies are discussed.
In Module 1.3 - Practical Workshop: Visual Communication (5 CP), graphic designers from the advertising practice impart practical skills in digital image processing as well as knowledge in the field of visual communication theory, such as the psychological effect of colors and shapes.
In Module 1.4 - Ethics in Advertising and Business (5 CP), students acquire a general ethical argumentation competence, which leads to a critical sense of responsibility in dealing with media and advertising and the related social problems.
Module 1.5 Swedish 1 (5 CP) provides basic knowledge of Swedish (level A1 according to CEFR). Students acquire the ability to communicate orally and in writing in a simple way. The focus is on the successful handling of specific speaking situations (e.g. introducing oneself, answering general questions about the person, etc.). In detail, this module trains listening comprehension, speaking skills, reading comprehension and writing skills. Students from Turku attend advanced modules in German.
Module 1.6 (5 CP) is the first phase of the Master’s Thesis. It takes place in Eichstätt. A method seminar familiarizes students with the scientific methods of working on topics from different areas and teaches techniques for the adequate presentation of the results.