English for international marketing and tourism (2016/2017)

Course code
Name of lecturer
Anna Zanfei
Anna Zanfei
Number of ECTS credits allocated
Academic sector
Language of instruction
II SEMESTRE dal Feb 27, 2017 al Jun 10, 2017.

Lesson timetable

Day Time Type Place Note
Monday 8:30 AM - 10:10 AM lesson Lecture Hall 2.6  
Wednesday 1:30 PM - 3:10 PM lesson Lecture Hall T.6  

Learning outcomes

The aim of this course is to increase knowledge of digital discourse for promotional purposes. We will do so by analyzing online articles, reviews, adverts in current promotional topics. We will work on reading comprehension, understanding the Theory of English for specific purposes and the underlying digital discourse theory that is driving intertextuality, lexicon, e-grammar. The sources of those topics will include various promotional websites and related apps as well as offline use of Netspeak for international promotional purposes and dedicated online and offline magazines such as the Economist and the Times.


The syllabus is divided in 10 topics:
1. English for Specific purposes and the case of English for promotional purposes
2. English for a Global Market in the Internet context: websites, apps, Netspeak
3. word frequency, word length, multiple language and specific reference words in online/off line menus and their correlation with price and social class
4. Intertextuality and interdiscursivity in online consumers’ reviews: Yelp, Trip Advisor, Epicurious.
5. Intertextuality, topicality and repetition as discourse coherence: hashtags and retweets
6. Interdiscursivity as a common feature in digital modes of interactions: genre-mixing and intertextual relationship with other genres in promotional texts
7. References, indexes, interdiscourse (conventions of discourses) in commercial products advertisements
8. Digital discourse and linguistic landscape research: lol speak in advertisements and billboards
9. Recontextualization-remediation: examples of research studies of sellable Netspeak and its new situated meaning on public display and merchandise.
10. Grice, the maxim of relevance in restaurant menus and its correlation with high/low price.


Tannen D. and Trester A.M., eds. (2013) Discourse 2.0. Language and New Media (chapters 1, 6, 7, 8, 13).
Jones R.H., Chik A. Hafner C. A., (2015) Discourse and Digital Practices. Doing Discourse Analysis in the Digital Age (chapters 1, 3, 5, 6, 12).
Jurafsky, Dan. The Language of Food: A Linguist Reads the Menu (p. 8). W. W. Norton & Company. (chapters 1,2, 5, 8, 10, 12)

Reference books
Author Title Publisher Year ISBN Note
Tannen D. and Trester A.M Discourse 2.0. Language and New Media Palgrave 2013
Jones R.H., Chik A. Hafner C. A. Discourse and Digital Practices. Doing Discourse Analysis in the Digital Age Routledge 2015
Jurafsky, Dan The Language of Food: A Linguist Reads the Menu Norton & Company 2016

Assessment methods and criteria

Prerequisite: Varieties of English
Written exam about the topics of the syllabus.