The Language of Advertising

Course Information
TitleΔιαφήμιση και Επικοινωνία (Θ/A) / The Language of Advertising
FacultySocial and Economic Sciences
SchoolJournalism and Mass Communications
Cycle / Level1st / Undergraduate
Teaching PeriodWinter
CoordinatorVasileios Vamvakas
Course ID140000200

Class Information
Academic Year2018 – 2019
Class PeriodWinter
Faculty Instructors
Instructors from Other Categories
Weekly Hours4
Total Hours52
Class ID
Course Type 2016-2020
  • Scientific Area
  • Skills Development
Course Type 2011-2015
Specific Foundation / Core
Mode of Delivery
  • Face to face
Digital Course Content
Language of Instruction
  • Greek (Instruction, Examination)
General Competences
  • Retrieve, analyse and synthesise data and information, with the use of necessary technologies
  • Work autonomously
  • Work in teams
  • Appreciate diversity and multiculturality
  • Demonstrate social, professional and ethical commitment and sensitivity to gender issues
  • Be critical and self-critical
  • Advance free, creative and causative thinking
Course Content (Syllabus)
In this course, we will discuss the relationship between advertising and the media, the importance and the role of advertising in the Internet, the press and especially on TV, from the point of view of communication science. We will study the history of advertising, the features of language, the codes of promotional messages, the theories of mass communication, the role of advertising in relation to gender and children, the behavior and attitude of the public towards advertising.
Educational Material Types
  • Slide presentations
  • Interactive excersises
  • Book
Use of Information and Communication Technologies
Use of ICT
  • Use of ICT in Course Teaching
  • Use of ICT in Laboratory Teaching
  • Use of ICT in Communication with Students
Course Organization
Laboratory Work16
Field trips and participation in conferences / seminars / activities5
Written assigments20
Student Assessment
Student Assessment methods
  • Written Exam with Extended Answer Questions (Summative)
  • Written Assignment (Summative)
  • Performance / Staging (Formative, Summative)
  • Labortatory Assignment (Formative, Summative)
Course Bibliography (Eudoxus)
Leiss W., Kline S., Jhally S., Διαφήμιση και επικοινωνία. Η κατανάλωση στην εποχή των μέσων επικοινωνίας, Καστανιώτης, Αθήνα, 2005
Additional bibliography for study
Dyer G., H διαφήμιση ως επικοινωνία, Πατάκης, Αθήνα, 1992 Τζάλυ Σ., Οι κώδικες της διαφήμισης, Καστανιώτης, Αθήνα, 1997 Δουλκέρη Τ., Κοινωνιολογία της Διαφήμισης, Παπαζήσης, Αθήνα 2002 Δουλκέρη Τ., Διαφήμιση και Επικοινωνία –Εμπειρική Έρευνα Κοινής Γνώμης, Παπαζήσης, Αθήνα 200. Baudrillard B., H καταναλωτική κοινωνία, Νησίδες, Σκόπελος 2000 Eco, E., Η ιστορία της ομορφιάς, Καστανιώτης, 2004. McQuail, D. Εισαγωγή στην Θεωρία της Μαζικής Επικοινωνίας, Καστανιώτης, Αθήνα 1997 Χυδίρογλου, Α. Ο λόγος στη διαφήμιση, Ερμής, Αθήνα 2006 Βαμβακάς, Β. Εκλογές και επικοινωνία στη μεταπολίτευση. Πολιτικότητα και θέαμα, Σαββάλας, Αθήνα, 2007. Χαιρετάκης, Μ., Τηλεόραση και διαφήμιση, Σάκκουλας, Αθήνα, 1997 Χατζηθωμάς Λ., Το χιούμορ στην τηλεοπτική διαφήμιση, University Studio Press, Θεσσαλονίκη, 2008 Χαιρετάκης, Μ., ΜΜΕ, διαφήμιση και κατανάλωση: Η ελληνική περίπτωση 2000-2010, Ελληνική Εταιρεία Πολιτικής Επιστήμης, Αθήνα 2014 Goffman, E., Gender Advertisements, Harper & Row, Publishers, NY, 1979 Williamson J., Decoding advertisements. Ideology and meaning in advertising, Marion Boyars, Λονδίνο, ΝΥ, 1978 Featherstone, Μ. Consumer Culture and Postmodernism Theory, Culture & Society Sage Publications, 1991 Cook G., Τhe discourse of advertising, Routledge, Λονδίνο, ΝΥ, 1992 Jennifer Craik, The face of fashion, Cultural studies in fashion, Routledge London 1993 Lipovetsky G., The Empire of fashion. Dressing modern democracy, Princeton university press, New Jersey, 1994 Periklis P., Kakavoulia Μ., «Pastiche and Parody in Greek Radio Advertisements», Journal of Modern Greek Studies, Volume 28, Number 1, May 2010, pp. 121-145 Vigarello, G. Η ιστορία της ομορφιάς. Το σώμα και η τέχνη του καλλωπισμού από την Αναγέννηση ως σήμερα, Αλεξάνδρεια, Αθήνα, 2007
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