27 July 2012
Language and Marketing
The application of psycholinguistic theory to marketing communication has become a topic of great prominence in the field of consumer behavior. The use of certain linguistic structures aims at increasing activating and cognitive psychological processes, or at measuring such non-linguistic psychological variables as attention, attitude and memory. In this course, we build up psycholinguistic background knowledge and analyze how this knowledge has been applied to the marketing context. You will learn to recognize relations between semantic and processing structures in language and the effects of linguistically determined advertising and market research instruments. Course offered by Department of Business Communication.
Dieter Thoma, University of Mannheim
Please see website for further information.
EUR 1: Please see website for further information: http://www.au.dk/en/summeruniversity/application/tuitionfeeandparticipationfee/