City University of Hong Kong Course Syllabus. offered by Department of Chinese and History with effect from Semester B 2015 / 16

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1 City University of Hong Kong offered by Department of Chinese and History with effect from Semester B 2015 / 16 Part I Course Overview Course Title: Chinese for Advertising Course Code: CAH3165 Course Duration: 1 Semester Credit Units: 3 credits Level: Proposed Area: (for GE courses only) Medium of Instruction: Medium of Assessment: Prerequisites: Precursors: Equivalent Courses: Exclusive Courses: B3 Arts and Humanities Study of Societies, Social and Business Organisations Science and Technology Chinese (Cantonese supplemented by Putonghua) Chinese CTL3165 Chinese for Advertising 廣 告 中 文 1

2 Part II Course Details 1. Abstract (A 150-word description about the course) This course aims to enhance students professional knowledge and communication skills for advertising in the The contents encompass four major aspects, include (i) The basic element of, (ii) The rhetoric used in, (iii) The image and implication found in, (iv) The creation of Chinese advertisement. 2. Course Intended Learning Outcomes (CILOs) (CILOs state what the student is expected to be able to do at the end of the course according to a given standard of performance.) No. CILOs # Weighting* (if applicable) Discovery-enriched curriculum related learning outcomes (please tick where appropriate) A1 A2 A3 1 Identify the characteristics of different forms of 2 Describe the typology and nature of Chinese the context of 3 Employ a variety of strategies and techniques to handle Chinese 4 Demonstrate the ability to write texts effectively. * If weighting is assigned to CILOs, they should add up to 100%. 100% # Please specify the alignment of CILOs to the Gateway Education Programme Intended Learning outcomes (PILOs) in Section A of Annex. A1: Attitude Develop an attitude of discovery/innovation/creativity, as demonstrated by students possessing a strong sense of curiosity, asking questions actively, challenging assumptions or engaging in inquiry together with teachers. A2: Ability Develop the ability/skill needed to discover/innovate/create, as demonstrated by students possessing critical thinking skills to assess ideas, acquiring research skills, synthesizing knowledge across disciplines or applying academic knowledge to self-life problems. A3: Accomplishments Demonstrate accomplishment of discovery/innovation/creativity through producing /constructing creative works/new artefacts, effective solutions to real-life problems or new processes. 3. Teaching and Learning Activities (TLAs) (TLAs designed to facilitate students achievement of the CILOs.) TLA Brief Description CILO No. Hours/week (if applicable) Lectures Lecturing on selected topics, case 1 hour / week analysis, issues pertaining to Tutorials Group discussions, oral presentations, 2 hours / week class exercises, role simulations. Readings Depending on the time arrangement, different reading activities may be carried out, such as (1) The activity of Reading 2

3 Writing tasks advertisements in our City (RAC). In RAC, a 3-hour local city walk will be organised for students to discover the salient features of advertising and gain experience on Chinese advertising analysis, sharing and writing. (2) Book chapters, articles and/or sample advertisement reading. Different writing activities and assignments to enrich the students employment of various strategies and techniques related to Chinese 4. Assessment Tasks/Activities (ATs) (ATs are designed to assess how well the students achieve the CILOs.) Assessment Tasks/Activities CILO No. Weighting* Remarks Continuous Assessment: 100% Oral presentation(s) 40% Students will do individual or group presentation on a selected topic. Written Assignments 50% 2-4 assignments to assess students ability in writing and communication. Class discussions 10% Students are required to discover salient features of advertising and provide critical views in class discussions. Examination: -- (duration: --) * The weightings should add up to 100%. 100% 3

4 5. Assessment Rubrics (Grading of student achievements is based on student performance in assessment tasks/activities with the following rubrics.) Assessment Task Criterion Excellent (A+, A, A-) 1. Oral Presentation skills, the Excellent presentation(s) ability to analyse and presentation skills to 40% write Chinese demonstrate the advertising texts ability to write Good (B+, B, B-) Good presentation skills to demonstrate the ability to write (C+, C, C-) presentation skills to demonstrate the ability to write Marginal (D) basic Failure (F) 2. Written Assignments 50% 3. Class discussions 10% Knowledge of Chinese context, employ strategies and techniques to handle The ability on typology and nature of Chinese communication in the context of advertising Excellent command of knowledge of Excellent linguistic employ strategies and techniques to handle Chinese Excellent typology and nature of Chinese the context of Good command of knowledge of Good linguistic employ strategies and techniques to handle Chinese Good understanding of the typology and nature of Chinese the context of command of knowledge of linguistic employ strategies and techniques to handle Chinese typology and nature of Chinese the context of requirements. contents are broad, details missing or incorrect, loose structure, intentionally copy the ideas from the material without any elaborations, unclearly conclude and present their point of view, poor analysis requirements, demonstrate the limited ability to participate to class activities. 4

5 Part III Other Information (more details can be provided separately in the teaching plan) 1. Keyword Syllabus (An indication of the key topics of the course.) 1. Nature and forms of 2. Communication and 3. Characteristics of Chinese the context of 4. Lexical, syntactic, rhetoric and stylistic choices for effective 5. Elements and structure of advertising texts. 6. Communication strategies and writing techniques for advertising texts. 7. Selected readings pertaining to issues related to the mass media field 2. Recommended Reading (Compulsory readings can include books, book chapters, or journal/magazine articles. There are also collections of e-books, e-journals available from the CityU Library.) 1. 陳 家 華 陳 霓, 廣 告 公 關 新 思 維 : 與 香 港 業 界 對 談 香 港 : 香 港 城 市 大 學 出 版 社, 劉 友 林, 實 用 廣 告 寫 作 北 京 : 中 國 廣 播 電 視 出 版 社, 約 翰. 凱 普 斯, 增 加 19 倍 銷 售 的 廣 告 創 意 法 台 北, 滾 石 文 化, 曾 錦 程 陳 大 仁, 十 個 廣 告 九 個 醜 香 港, 一 本 堂, 路 克. 蘇 立 文, 文 案 發 燒 台 北, 商 業 周 刊, 黃 擎 天 范 俊 南, 廣 告 文 案 全 攻 略 香 港 實 戰 版 香 港, 明 窗 出 版 社, 翁 劍 青, 廣 告 文 案 與 創 意 北 京, 中 國 商 業 出 版 社, 方 蔚 林, 現 代 廣 告 寫 作 北 京 : 中 國 人 民 大 學 出 版 社, 屈 哨 兵, 廣 告 語 言 方 略 北 京, 科 學 普 及 出 版 社, 邵 敬 敏, 廣 告 語 創 作 透 視 北 京, 北 京 語 言 學 院 出 版 社, [ 美 ] 湯. 狄 龍, 怎 樣 創 作 廣 告 北 京, 中 國 友 誼 出 版 社, 邱 順 應, 廣 告 文 案 : 創 思 原 則 與 寫 作 實 踐 台 北 : 智 勝 文 化 事 業 有 限 公 司, 吳 博 林, 廣 告 101 香 港 : 經 濟 日 報 出 版 社, 吳 博 林, 廣 告 x 媒 體 香 港 : 經 濟 日 報 出 版 社, 王 春 泉, 現 代 廣 告 學 北 京 : 北 京 大 學 出 版 社,2012 5

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