Fairly recently, the relevance of Shakespeare in modern business life, and the sources of inspiration embedded in Shakespeare's plays for today's business managers and communicators have been successfully explored. Building on some of the stimulating concepts provided by consumer culture theory (CCT), and by contemporary research in the field of Shakespeare and popular culture, the aim of this course is to equip participants with the ability to discuss Shakespeare's role in modern advertising, and conduct a linguistic, rhetorical and semiotic analysis of examples, which will include print, radio, video and digital advertisements. The course will be held in English.

 1. Advertising:
1.1 Advertising History
1.2 The Language of Advertising
1.3 Cultural References in Advertising
2. CCT:
2.1 Cultural Codes and Advertising
2.2 Cultural Strategy and Advertising
3. Shakespeare and Popular Culture:
3.1 Shakespeare: the National Poet
3.2 Shakespeare as a Brand Name
4. Analysis of Advertisements

See "Vademecum 2012-2013 Parte Generale".

Modalità didattiche

 Lectures and seminars.
English language tutorials held by the "Collaboratori and Esperti Linguistici", Dr. Peter Cullen and Dr. Deborah Peterson.

Obblighi

Students are warmly invited to attend lessons, especially those held by Dr. Peter Cullen and Dr. Deborah Peterson.

Testi di studio

 Course Packet (available from the Office of Faculty Administration, located in Collegio Raffaello):
1. Davies, J., J. Simmons & R. Williams (eds), The Bard & Co.: Shakespeare's Role in Modern Business, London, Cyan Books, 2007. (selection)
2. Goddard, A., The language of advertising: written texts, London-New York, Routledge, 1998. (selection)
3. Holderness, G., Cultural Shakespeare: Essays in the Shakespeare Myth, Hatfield, University of Hertfordshire Press, 2002. (selection)
4. Holt, D. & D. Cameron, Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, Oxford, OUP, 2010. (selection)
5. Lanier, D., Shakespeare and Modern Popular Culture, Oxford, OUP, 2002. (selection)
6. Lanier, D., "Marketing", in A. F. Kinney (ed.), Oxford Handbook of Shakespeare, Oxford, OUP, 2012.
7. Myers, G., Words in Ads, London-New York, Arnold, 1994. (selection)
8. Rapaille, C., The Culture Code. An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, 2006. (selection)

For information about language tutorials, see the section "Lingua inglese - Lettorato".

Modalità di
accertamento

 Oral exam in English.
For information about the "accertamento linguistico" and written exams, see the section "Lingua inglese - Lettorato".

 

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.

Modalità didattiche

Obblighi

Non attending students are invited to get in touch with the instructor and with the "Collaboratori ed Esperti Linguistici", and also to check possible further information posted on the web.

Testi di studio

 Course Packet (available from the Office of Faculty Administration, located in Collegio Raffaello):
1. Davies, J., J. Simmons & R. Williams (eds), The Bard & Co.: Shakespeare's Role in Modern Business, London, Cyan Books, 2007. (selection)
2. Goddard, A., The language of advertising: written texts, London-New York, Routledge, 1998. (selection)
3. Holderness, G., Cultural Shakespeare: Essays in the Shakespeare Myth, Hatfield, University of Hertfordshire Press, 2002. (selection)
4. Holt, D. & D. Cameron, Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, Oxford, OUP, 2010. (selection)
5. Lanier, D., Shakespeare and Modern Popular Culture, Oxford, OUP, 2002. (selection)
6. Lanier, D., "Marketing", in A. F. Kinney (ed.), Oxford Handbook of Shakespeare, Oxford, OUP, 2012.
7. Myers, G., Words in Ads, London-New York, Arnold, 1994. (selection)
8. Rapaille, C., The Culture Code. An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, 2006. (selection)

For information about language tutorials, see the section "Lingua inglese - Lettorato".

Modalità di
accertamento

 Oral exam in English.
For information about the "accertamento linguistico" and the written exams, see the section "Lingua inglese - Lettorato".

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.

All students are invited to look up additional material which will be made available during the course at the instructor's "Materiale didattico" (www.uniurb.it/lingue).