APPLIES TO ACADEMIC YEAR 2013/2014
ELE 3748 Market Rhetoric
Responsible for the course
Gerhard E Schjelderup
Department of Innovation and Economic Organisation
According to study plan
Language of instruction
Rhetoric is the art of persuasion either through verbal or non-verbal means. In this course the students will undertake an in-depth study of various rhetorical effects for the purpose of building up a strong argumentation through arguments based on principles from a tradition that goes back more than two thousand years in time. Marketing rhetoric shifts the focus to the distinctive features of rhetoric used in connection with advertising and attitude campaigns across different media platforms such as newspapers, TV, social media and other media.
The student must be able to recognize a rhetorical text and what makes it rhetorical. Moreover, the student is to have knowledge of classical theory enabling him/her to analyse and apply rhetorical effects.
On completion of the course the student is to be able to apply acquired knowledge to construct different messages adapted to different media.
The student is to develop an awareness of what persuasion is, and the ethical responsibility related to the use of rhetorical effects towards different groups that one wants to change.
No particular prerequisite knowledge is required.
Kjeldsen, Jens E. 2006. Retorikk i vår tid: En innføring i moderne retorisk teori. 2. utg. Spartacus
Collection of articles:
Gerhard Emil Schjelderup. 2013. Artikkelsamling til Markedsretorikk
Corbett, Edward P.J., Robert J. Connors. 1999. Classical rhetoric for the modern student. 4th ed. Oxford University Press
- The background and origin of rhetoric
- Definition of rhetoric
- Persuasion versus conviction
- The rhetorical situation Kairos vs. Chronos
- Speaking styles
- The rhetorical effects
- The three main areas of rhetoric
- Figures of thought (tropes) including the use of metaphors
- The media range of advertising
No particular computer-based tools are used for this course.
Learning process and workload
The learning outcome is to be attained through a combination of lectures, classroom exercises and self-study. The students will have the opportunity of handing in a voluntary assignment for which they will receive individual feedback during the course.
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A 72-hour take-home examination that counts 100% towards the grade that is to be completed individually or in groups of up to three students. The maximum length of the paper is 15 pages exclusive of attachments.
ELE 37481 Take-home examination counts 100% towards the grade for the course ELE 3748 Market Rhetoric, 7.5 credits.
Examination support materials
All support materials are allowed.
A re-sit examination is offered in connection with the next ordinary course.