Universitat Internacional de Catalunya
Advertising Formats and Copywriting
Other languages of instruction: English, Spanish,
Introduction
The course Advertising Formats and Copywriting aims to analyse the structural relationship between advertising and information, the integration of advertisements in the print media, and the presence of brands and advertising slots in television and radio programmes. Students will also be introduced to the field of copywriting, acquiring knowledge of and practising its main techniques.
Pre-course requirements
No.
Objectives
- To evaluate the suitability of the editorial and advertising content of a news media outlet in relation to its audience.
- To understand the importance of designing new advertising formats in order to enhance a media outlet’s competitiveness in the advertising market.
- To understand the rights, obligations, and interests governing the contractual relationships between media outlets and advertisers.
- To understand the fundamentals of copywriting.
- To practise copywriting techniques.
- To understand the role and responsibilities of a copywriter.
Syllabus
BLOCK 1: MEDIA AND ADVERTISING FORMATS
- To examine the impact of advertising on the media, the relationships between media outlets, agencies, and advertisers, and the selection of advertising media and formats.
- To analyse advertising in the print media.
- To examine advertising slots and brand presence in television and radio programmes, as well as in new media.
- To understand the legal and regulatory framework governing advertising in the media, including unlawful advertising.
- To analyse emerging trends in media advertising.
BLOCK 2: COPYWRITING
- To understand the role of the copywriter, the main types of copywriting, and to analyse case studies.
- To write news content for digital newspapers and to understand search engine optimisation (SEO).
- To examine the intersection between journalism and advertising through informational branded content.
- To apply copywriting techniques in practical exercises.
Sugerencia terminológica: para mantener un inglés académico y profesional homogéneo en todas las guías, traduciría sistemáticamente:
- bloque → Block
- soportes publicitarios → advertising formats
- diarios digitales → digital newspapers (o digital news outlets si quieres un término más amplio)
- posicionamiento → search engine optimisation (SEO) cuando el contexto sea el posicionamiento web. Si se refiere al posicionamiento de marca, habría que traducirlo como brand positioning. Aquí, por el contexto de redacción para diarios digitales, SEO parece la opción más adecuada.
Bibliography and resources
Álvarez-Peralta, M., Franco, Y. (2018). Independencia periodística y fondos públicos: la publicidad institucional como distorsión de la competencia en el mercado informativo. Historia y Comunicación Social, 23(2).
Benavides Delgado, J., Fernández Blanco, E. (2022). La nueva publicidad y su incidencia en la comunicación y los medios. EUNSA.
García-González, J., Rodríguez-López, M. (2025).La publicidad en las redes sociales de los periódicos españoles: medios tradicionales vs. nativos digitales. Palabra Clave, 28(2).https://revistas.unisabana.edu.co/index.php/palabraclave/article/download/25063/8935/160343
Martín García, N., de Frutos Torres, B., García García, A. (2024). La publicidad en la prensa online: aspectos formales y similitudes con el diseño periodístico. AdComunica, (27), 167–190. https://www.e-revistes.uji.es/index.php/adcomunica/article/view/7328
Ortega Fernández, E., Martín García, N., Arranz Rodríguez, I. (2023). La publicidad en la financiación de la prensa en papel: costes y escenarios comerciales. Revista de Comunicación, 22(2), 417–434. https://revistadecomunicacion.com/article/view/3216