2025/2026

The language of advertisement

Type: Minor

Delivered by: Department of Foreign Languages

Where: School of Arts and Humanities

Open to: students of all HSE University campuses

Instructors: Kamneva Larisa, Alina Ponomareva, Sofia Stalskaya

Language: English

ECTS credits: 5

Course Syllabus

Abstract

This course will equip future copywriters with essential skills to create persuasive advertising content that resonates with diverse audiences in a global marketplace. Through an in-depth examination of cultural dimensions, consumer behavior, and key communication theories, students will learn to craft compelling messages tailored to specific markets. The curriculum emphasizes effective product and promotion strategies while exploring the nuances of creative advertising across various media and genres. Students will also gain practical experience in self-presentation and the use of innovative technologies, ensuring they can adapt their language, tone, and approach to achieve impactful outcomes.