Associate Professor — PhD Linguistics 2003, University of Washington
EUS 347 • Itl Tv Ads: Fashion/Food/Cars
35600 • Spring 2016
Meets TTH 1100am-1230pm MEZ 1.118
(also listed as ITC 349, WGS 340)
ITC 349 Italian television advertising: Fashion, food, cars
Unique # 36345
T & TH 11:00–12:30 MEZ 1.118
Instructor: Cinzia Russi
Office: HRH 3.110 B
Phone: 471 7024
Office hours: T & TH 1:00–3:90, and by appointment
Italy is a country associated with “style”—life style (il dolce far niente), fashion style (Valentino, Prada, Gucci, etc.), film style (Fellini and the like), and, for better or for worse, a certain sort of rather effusive political style (Mussolini, Berlusconi, and their ilk, among others). The specific objective of this course is to categorize and analyze the major changes that have taken place in the peculiarly Italian style of television advertising during the past fifty years.
After a general introduction to the language of television advertising, students will compare chronologically ordered versions of Italian TV commercials for a variety of high-use products (for instance, food, detergents, personal care items, cars) in order to identify changes that have taken place at the level of vocabulary, grammar, and language register as a result of new socio- cultural dynamics that have come to characterize present-day Italy. The Italian commercials will then be compared to/contrasted with equivalent ads broadcasted in US to uncover similarities and differences.
Although the course will focus on language change, it will also draw attention to socio-cultural changes that have taken place in the Italian society since the second half of the 20th century, particularly with respect to the role and figure of women (and how they are portrayed in TV commercials vis-à-vis to men), and the structure, life style and values of the ‘typical’ (or ‘stereotypical’) Italian family.
Selected chapters/sections from the texts listed below. All the the reading material will be available on Canvas.
Attendance & Class Participation
Regular attendance and active participation in class discussion are required. More that three will lower the final grade; for the fourth absence, three points will be deducted from the final grade; four points will be deducted for the fifth absence, and so forth, up to a maximum of ten points. This policy will be strictly enforced.
- Journal: Weekly entries summarizing and commenting on class lecturers and readings, to be submitted for grading as indicated in the syllabus.The amount of pages for each entry will change during the semester and will be assigned in class prior to each deadline.
- Eight thought pieces (500-750 words) in which students comment on the different versions of a commercial.
- Eight in-class unannounced quizzes.
- One mid-term exam: Short-answer questions on assigned readings and commercials.
- Research project: In groups of three/four, students will:
a. Write a short paper on the ‘history’ of a commercial of their choice;
b. Create an original commercial for the product selected which will be presented in class.
- Participation 15%
- Thought pieces 20%
- Quizzes 15%
- Mid-term exam 25%
- Research project 15%
- Oral presentation 10%
Use of Canvas
In this class, I use Canvas, a Web-based course management system with password-protected access at http://courses.utexas.edu, to distribute some course materials. You can find support in using Blackboard at the ITS Help Desk at 475-9400, Monday through Friday, 8 a.m. to 6 p.m., so plan accordingly.
Tutors Please refer to the French and Italian Department’s web page or visit the French and Italian Department’s Undergraduate Office in HRH http://www.utexas.edu/cola/depts/frenchitalian/student-resources/Tutors--Translators.php
Be aware that tutors ARE NOT ALLOWED to do homework for you rather give you individual attention in mastering complex grammatical structures and oral skills. Moreover, if the professor deems – due to a discrepancy with your oral and written performance in class – that your homework has been done with the help of a computer-translation-program or a tutor, you will receive a ‘no-grade’ for that paper; the ‘no-grade’ will neither lower nor raise your overall grade average. Please read carefully the policy on Scholastic Dishonesty.
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