By the end of the course, students will be able to - master skills and methodologies in language for special purposes; - show mastery of textual study for the analysis and production of specialized texts in the fields of tourism and international commerce.
1. Brand names: definition and typologies.
2. The slogan as a key element in advertising communication.
3. Analysis of advertising texts containing representative examples of brand names and slogans from different areas of the French speaking countries, taken from the domains of tourism and commerce.
Didactic methods
Attending students
Lectures concerning 1) the nature of brand names 2) main characteristics of advertising communication and argumentation, with a particular focus on the slogan; 3) comment on advertising texts from the point of view of brand names and slogan strategies.
Students may choose to present, during the course, an exposé based on the analysis of a series of advertising texts concerning either the same product or the same producer and focused on brand names and slogans. The course materials and any further details will be published after each lecture on the dedicated e-learning platform, which will include calendarization of the lessons and detailed program. During the academic year the teacher will be available during office hours (see web page).
Non-attending students
Non-attending students will find, on the dedicated e-learning platform, materials and insights on the subjects of the course, as well as the detailed program. The teacher will provide support during office hours (see web page).
| Author | Title | Publisher | Year | ISBN | Note |
| Jean Michel Adam, Marc Bonhomme | L'argumentation publicitaire: rhétorique de l'éloge et de la persuasion | Armand Colin | 2007 | ||
| Laurent, Bénédicte | Nom de marque, nom de produit: sémantique du nom déposé | L'Harmattan | 2007 |
Oral examination, entirely in French, aiming at ensuring the acquisition of theoretical notions and the ability to apply them in practical cases. The oral interview will test:
- the breadth and completeness of the contents;
- the ability to exemplify;
- clarity.
Attending students may pass two ongoing assessments.
The first assessment (writtent test) will concern the first and second parts of the program and will consist of a set of 'open' questions and exercises concerning brand names and slogans.
The second assessment (oral exposition) will consist in the presentation by the student of the exposé. Each assessment will be evaluated in /30. The exam will be completed during the oral examination. The final mark will be given by the average of the oral examination and ongoing assessments. ERASMUS students are asked to contact the teacher at the beginning of the course for explainations.
The program, bibliography and exams are the same for all students, including non-attendants.
