Universitat Internacional de Catalunya
Workshop. Advertising Language
Teaching staff
By appointment
Introduction
Advertising language is a form of writing or speaking (to communicate) where the ultimate goal in 99% of cases is selling.
It is essential to understand and learn that there are two types of advertising language: one is used inside the profession (and will serve to make us understood in that professional environment) and the second one will be for selling in every tool of marketing or sale in any support.
Pre-course requirements
No pre-course requirements are needed to enrol in this subject
Objectives
Understand the start of a campaign: the briefing.
Learn the internal language of advertising agencies and their professionals.
Recognise different types of language.
Know how to communicate a creative concept, slogan or claim.
Differentiate the different uses of advertising language in conventional advertising, direct marketing, promotions and dayketing.
Basic knowledge of the language of presentations.
Ability to work in team in a real advertising campaign.
Competences/Learning outcomes of the degree programme
- 09 - Lingustic ability in Catalan, Spanish and English
- 12 - The ability to produce spoken and written texts
- 14 - Ability to analyse
- 18 - The ability to work under pressure
- 20 - The ability of concretion
- 21 - The ability of abstraction
- 48 - The ability to understand and apply the expressive possibilities of new technologies
- 51 - The ability to understand and apply the theories and techniques of image
- 54 - The ability to design and critique original and viable content
- 58 - Knowledge and mastery of the static image and its ability to communicate
- 75 - Knowledge and mastery of language use
- 83 - The ability and capacity to give form to a creative message
- 84 - The ability and capacity to create and carry out graphic elements
- 90 - The ability of insight, ingenuity and creativity
Learning outcomes of the subject
Express ideas in writing in a correct and clear way.
Discuss intelligibly and convincingly.
Recognise the best advertisements and techniques used.
Syllabus
Theme 1
The briefing as an initial element in an advertising campaign. How to examine the product, audience, competition and means to discern the language of advertising. CASE:Development of briefing: Prom season.
Theme 2
The Agency: as a physical element where the careers of many students will develop. Explanation of the various actors who work in them, competencies and the common forms of language of the profession. PRACTICE: What would you ask a Creative Director and a Director of Art ? Guest visitors: two senior professionals with experience.
Theme 3
Types of advertising language. What is the advertising language as such? Explanation of different types of language and ways of communicating with the consumer for the purpose of sales. Explanation of the most common elements of speech in the advertising environment with examples. Other forms of advertising language: rational, emotional and mood.
Theme 4
Promotions: Perhaps the tool that requires the most direct language to achieve its objectives: definition, media, types, mechanical and curiosities.
Theme 5
Dayketing: analysis of the new marketing tool that uses the days of the week for commercial purposes. What are the best days ? Dayketing, Branday, types days and of products.
Theme 6
The visual language of advertising. Joint advertising through image and sound. Strategy and tactics. Sources of information: the briefing, the contrabriefing, research and positioning. The Reason Why, by Juan Pablo Huizi
Theme 7
Direct marketing: in the early days of advertising, direct marketing was defined as the best tool which best used language to get a sale. We must analyse this language to know to implement it in other communication tools as effectively.
Theme 8
Staging: how we present. The verbal and body language, audience, format and presentation.
Teaching and learning activities
In blended
The blended methodology will allow 50% of the students to follow the classes, exchanged weekly, from their homes. Despite this, the student will participate in the same way, since they will see exactly what we are doing in class in person. The student will be able to interact with the teacher or the group and then follow up on the given class, thanks to the sending of the documents that the teacher will make to all the students once the class is over.
| TRAINING ACTIVITY | ECTS CREDITS |
|---|---|
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 2,3 |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0,7 |
| Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. | 0,7 |
| Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. | 0,3 |
| Workshop. Advanced and intensive workshops of a longer duration, led by lecturers and/or foreign professionals, in which the language used is English. These culminate in the creation of a professional or semi-professional product which is also produced in English. | 2,0 |
Evaluation systems and criteria
In blended
Workshop: 10
End of course project: 50
Exam: 40
Bibliography and resources
- Marketing directo e interactivo (Josep Alet)
- Libro Blanco del Comercio Electrónico
- Feedback Marketing Directo e Interactivo (Roger Ortuño)
- Dayketing (Luiggi Sarrias)
- 505 verdades publicitarias (Prat Gaballí)
- Creatividad en marketing directo (Santiago Rodriguez)
- Psicología de la publicidad y de la venta (Alfonso Durán)
- Merchandising. (Francisco Carlos Diez, Francisco Javier landa y Antonio Navarro)
- Estimado lector (Óscar Bilbao)
- Confesiones de un publicitario (David Ogilvy)
- Redes sociales. Manual de supervivencia para padres (Charo Sádaba y Xavier Bringué)
- Promociones para vender más (Luiggi Sarrias)
- Marketing directo son sentido común (Drayton Bird)
- Busque, compare y si encuentra un libro mejor, cómprelo! (Sergio Rodríguez)