Module code: TRAM058

Module Overview

This module is designed to offer students an overview of issues of discursive organisation in texts whose aim is to alter the cognitive environment and behaviour of recipients. The main focus is advertising discourse in various forms, from the printed, to the electronic and audiovisual.

Module provider

School of Literature and Languages

Module Leader

ASIMAKOULAS Dimitris (Lit & Langs)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code: Q910

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 128

Lecture Hours: 22

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

The following areas will be covered:


  • Introduction to key concepts pertaining to pragmatic and semiotic aspects in translation;

  • Practice in applying these concepts to their respective source text-target text language pairs; practical ST analysis exercises;

  • Exploration of the transformative synthesis of micro-level features, macro-level organisation and pictorial elements in specific samples;

  • Integration of cultural considerations and aspects of rhetorical organisation in translation;

  • Audience requirements, taboo and marketing preferences;

  • Exploration of issues pertaining to inference and emotion manipulation.

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework COURSEWORK - 2000 WORD ESSAY 1 50
Coursework COURSEWORK - 2000 WORD ESSAY 2 50

Alternative Assessment


Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate


  • Knowledge and understanding of the use of advertising discourse

  • Ability to analyse and interpret translated adverts or adverts that can be translated

  • Ability to select and synthesise information in a principled, lucid and scholarly manner

  • Subject-specific knowledge relating to linguistic and semiotic aspects of translation


Thus, the summative assessment for this module consists of:

  • 1 written assignment of 2000 words (to be submitted after week 4). Takes the form of a reflective commentary on audiovisual adverts, enabling students to explore and test subject specific knowledge and develop research skills

  • 1 written assignment of 2000 words (to be submitted at the end of the module). Takes the form of a commentary on printed adverts, enabling students to develop subject specific knowledge in a specialised area and develop research skills


Formative assessment and feedback


Formative assessment will focus on student participation and class discussions throughout the module. Students will be provided with detailed written feedback following coursework assignments. Verbal feedback will also occur in class and individual appointments if required.


  • Formative assessment will focus on student participation and class discussions throughout the module.

  • Students will be provided with detailed written feedback following coursework assignments.

  • Verbal feedback will also occur in class and individual appointments if required

Module aims

  • The module aims to answer one central question, namely, how information can be (re)framed or (totally) recontextualised in order to secure a similar/equivalent response on the part of the TL addressees. Throughout the semester, the analytical usefulness of various conceptual tools will be examined from the angle of creativity and problem-solving.

Learning outcomes

Attributes Developed
1 Acquire a knowledge and understanding of the hybridity of text purposes and persuasive functions of segments in seemingly uniform texts; C
2 Apply their knowledge of the basic principles of how discourse is organised both in terms of content and form; C
3 Analyse the strategic interaction of pictorial and linguistic elements; KCT
4 Evaluate and manage wider contextualisation issues, ranging from linguistic/cognitive cues to the cultural specificities underpinning instances of the given text type; KT
5 Demonstrate the ability to practise problem-solving and priority-setting skills which will be useful for their future employment in the translation world. KPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to:


  • Enable students to develop their multimodal analysis skills, through attending classes and by engaging with practical exercises

  • Assist students in uncovering patterns of persuasive discourse though written assignments and writing exercises

  • Encourage student participation and learner autonomy, through small group exercises/discussion and reading outside contact hours

  • Equip students with the research and writing skills and with the ability to assess the relevance of persuasive discourse features to translation practice, through reading, presenting findings in group work as well as in the written assignment

  • Enable students to acquire explicit knowledge of the creative potential of translation in printed and audiovisual adverts through in-class discussion and individual study


The learning and teaching methods include:


  • Two contact hours per week over Semester 1

  • Classes will include lectures

  • Students are expected to read extensively outside classes in order to follow lectures

  • Constraints and possibilities of advertising discourse will be discussed and students will be encouraged to participate actively, drawing on their knowledge of different locales, media and languages in order to identify and illustrate phenomena and principles related to translation

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: TRAM058

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2021/2 academic year.