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課程簡介 Course Introduction
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開課年度學期 Year / Term
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111 學年度 第 2 學期
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開課班級 Department
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英語學系 英語一
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授課方式 Instructional Method
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課堂教學 、 中英文雙語授課
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課程電腦代號 Course Reference Number
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127060
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課程名稱(中文) Course Title(Chinese)
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廣告英文
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課程名稱(英文) Course Title(English)
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Advertisements in English
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學分數/時數 Credit Hours
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2 /
2
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必(選)修 Requirement / Elective Course
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選修
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授課老師 Instructor
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謝麗雪
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助教 Teaching Assistant
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上課時間 Meeting Time
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星期一，節次A、B
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上課教室 Classroom
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J104
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Office Hours
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謝麗雪：33331/4567E
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| 獲獎及補助情形 Awards and Grants |
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| 聯合國永續發展目標 (SDGs跨域類別) Sustainable Development Goals, SDGs |
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SDGs 03.
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健康與福祉：確保及促進各年齡層健康生活與福祉
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SDGs 08.
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合適的工作及經濟成長：促進包容且永續的經濟成長，讓每個人都有一份好工作
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課程目標 Learning Objectives
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Advertising in English is about learning basic knowledge of current linguistic forms of advertising and cultivation of application of advertising language. This course combines the advertising application activities with theory and practice, and requires the following content. First, commercial is an important expressive method, which helps to understand language, so understanding the advertising language is important. Second, learning the analytical ability of advertising language helps to understand appropriate linguistic phenomena and avoid similar errors. Third, learning correct language in advertisement assists the application in the advertising service, so that practice can be applied with the theory and make the students’ advertising knowledge develop better and improve their life style of using products. After taking the course, students may improve their oral expressive ability and translation skills. They may also actively get in touch with more types of materials in learning English. Students may learn to cooperate with others more passionately after doing group tasks and a final report.
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先修 ( 前置 ) 課程 Prerequisite
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課程大綱 Course Syllabus
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| 週次 Week |
課程單元大綱 Unit |
教學方式 Instructional Method/Style/Teaching Style |
參考資料或相關作業 References or Related Materials |
評量方式 Grading |
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1
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2/20 Class introduction+The dimensions of advertising
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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2
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2/27 Holiday strategic thinking
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lecture, discussion
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make up class on 3/29
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attendance, participation, discussion, presentation, quiz
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3
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3/6 brand marketing
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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4
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3/13 product analysis
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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5
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3/20 product analysis
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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6
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3/27 ad positioning
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lecture, discussion
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7
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4/3(Holiday) ad positioning
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lecture, discussion
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make up class on 3/25
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attendance, participation, discussion, presentation, quiz
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8
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4/10 strategic thinking
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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9
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4/17 strategic thinking
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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10
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4/24 advertising creativity
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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11
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5/1 advertising creativity
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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12
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5/8 advertising creativity
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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13
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5/15 commercial making
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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14
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5/22 commercial making
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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15
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5/29 commercial making
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lecture, discussion
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attendance, participation, discussion, presentation, quiz
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16
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6/5 final exam (open-book)
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written test
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17
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6/12 Final report
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oral presentation, written comments
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18
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6/19 Final report
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oral presentation, written comments
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單一課程對應校能力指標程度 The Degree to Which Single Course Corresponds to School Competence
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| 編號 No. |
校核心能力 School Core Competencies |
符合程度 Degree of conformity |
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1
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道德力 (Morality)
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4
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2
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自學力 (Self-learning)
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5
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3
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創造力 (Creativity)
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5
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4
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溝通力 (Communication)
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5
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5
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就業力 (Employability)
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4
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單一課程對應系能力指標程度 The Degree to Which Single Course Corresponds to Department Competence
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| 編號 No. |
類別 Category |
系核心能力 Department Core Competencies |
符合程度 Degree of conformity |
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01
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系所
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使用英語聽、說、讀、寫之能力。
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4
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02
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系所
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使用英語文與華語文互譯之能力。
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4
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03
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系所
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進行學術研究之能力。
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4
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04
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系所
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進入職場就業之能力。
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4
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05
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系所
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進行跨文化溝通之能力
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4
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單一課程對應院能力指標程度 The Degree to Which Single Course Corresponds to College Competence
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| 編號 No. |
院核心能力 College Core Competencies |
符合程度 Degree of conformity |
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1
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語文能力
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5
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2
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溝通與合作
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5
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3
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理性創新與實踐
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4
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教科書或參考用書 Textbooks or Reference Books
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館藏書名 Library Books
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備註 Remarks
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PPT and handouts
朱延智 (2014)。品牌行銷與管理。台北: 五南。
許安華 邱淑華 (2004)。概念與操作 廣告創意(pp. 66-93, 110-123, 146-152。台北: 揚智文化事業。
黃治蘋（2008）。廣告企劃Step- by- step (pp. 12-32)。台北: 早安財經文化。
翟治平 樊志育 （2009）。廣告設計學(pp. 37-46)。台北: 揚智文化事業。
劉元立 (2012)。成功廣告影片的創意與製作。台北: 國家。
蕭富峰(1999) 。廣告行銷讀本(pp. 111-112)。台北:遠流。
戴國良(2017)。圖解品牌學(pp. 4-5, 300-301, 326-327)。台北: 書泉。
莊麗卿(1998)。認識廣告。台北:遠流。
郭泰 郭瑾 (2004)。視覺系英文。台北:遠流。
王嚥希（2008）. Business advertising. Beijing: University of International Business and Economics Press.
邱玉容（2008）。Advertising & English, 2nd ed。Taipei: Bookman.
Cook, G. (2006). The discourse of advertising, 2nd ed. London: Routledge.
(請尊重智慧財產權，不得非法影印教科書)
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※請尊重智慧財產權，不得非法影印教科書※
※ Please respect intellectual property rights and do not illegally photocopy textbooks. ※
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教學方法 Teaching Method
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教學方法 Teaching Method
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百分比 Percentage
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Lectures
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50 %
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discussion
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25 %
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audio/visual aids and group/individual task
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25 %
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| 總和 Total |
100 % |
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成績評量方式 Grading
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| 評量方式 Grading |
百分比 Percentage |
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Class participation+attendance
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15 %
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midterm exam
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35 %
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final report (presentation: 15%, ppt 10%, Written commercial proposal design word 10%)
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35 %
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Group discussions, worksheets and tasks
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15 %
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| 總和 Total |
100 % |
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成績評量方式補充說明
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Class participation: 10%, comments: 5%, group discussion 15%, midterm exam 35% and final report 35%. An extra 0.1 point or more grades will be given for each voluntary response or performance in class. (the maximum is 5%). Each time of absence or lateness for 10 minutes would cost 1 point of total grade.
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Requirements
1. Everyone needs to do tasks in class and out of class, which will be graded.
2. Some assigned tasks will be done after class and then you may pose questions to be answered in class.
3. Pair or group discussion and presentation will be done and recorded in class. Each one needs to speak for 5 times.
4. one point of the final grade of the course will be deducted for one hour absence (10 minutes/50 minutes late will be counted as one absence).
5. No cheating and no late work is allowed in this course.
6. Handout fee: $60.
7. Each volunteer response will be added with 1/10 point of the final total grade after the fifth times. Any volunteer participation of a competition in English will gain 1 point for your total grade.
8. From the second week on, you will need to sit on a fixed place.
Guidelines for the final report
1. Form a group of 6 people (may be adjusted based on the class size)
2. Design a commercial film to introduce the English Department (or a designed product) (If you are not English major, you can choose to make a commercial film of your department or our school).
3. The commercial film should be made into a video with subtitles, pictures, dramas, music in a story (about 6 minutes).
4. For the presentation, you need to make a ppt to introduce your commercial and design concept (about 10 minutes and everyone needs to talk for about 1.5 minutes), and play the commercial video to the class.
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課程大綱補充資料 Supplementary Material of Course Syllabus
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