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.
Competences/Learning outcomes of the degree programme
- CN01 - Recognise contemporary social and media realities, contextualise historical events, and identify newsworthy issues at local, national and international levels.
- CN02 - Identify the various stakeholders in contemporary journalism, their roles and the operational dynamics of a digital and globalised environment.
- CN05 - Define concepts and specialised journalistic terminology in English.
- CN06 - Recognise the principal artificial intelligence tools with applications in journalism.
- CP01 - Work effectively in professional journalism teams, adapting to multidisciplinary and changing environments.
- CP02 - Apply professional ethical principles and standards of academic rigour in journalism, recognising the current legal and ethical framework and respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
- CP03 - Analyse audiences within the digital media ecosystem in order to develop content for diverse audiences.
- CP05 - Critically analyse national and international journalism in order to assess its influence on public opinion and current affairs.
- CP06 - Produce innovative, multi-platform journalistic content using narrative techniques and approaches specific to each medium and format.
- CP07 - Create innovative multimedia products by integrating graphic design, emerging technologies and elements of digital culture to communicate information in an engaging and accessible way across all devices.
- HB01 - Interpret relevant data obtained from a variety of sources.
- HB02 - Present and defend journalistic projects orally and in writing in Catalan, Spanish and English.
- HB03 - Transform information into engaging and aesthetically effective messages.
- HB04 - Use a range of media research and documentation resources.
- HB05 - Distinguish between information, opinion and manipulation, applying verification and source-checking techniques to debunk misinformation and identify content generated by artificial intelligence.
Learning outcomes of the subject
Students will be able to:
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To develop creativity in order to devise innovative journalistic products.
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To communicate information and original ideas persuasively, both orally and in writing.
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To identify different journalistic genres and formats, applying the appropriate linguistic style in each case and developing an individual expressive style.
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To master verbal and body language in front of a camera, an audience or a public gathering, applying professional presentation techniques to make an impact through their communication style.
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To recognise the functions and style of journalistic language.
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To devise concise and persuasive headlines that summarise content and provide greater depth on the subject matter.
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To develop skills in writing texts on any subject within a professional newsroom, using different forms of language, an individual expressive style and an independent point of view.
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To master verbal and non-verbal communication techniques in live broadcasts, managing unforeseen situations and collaborating effectively with the production team, capturing the audience’s attention and ensuring clarity of information.
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To apply different advertising formats across various media, developing copywriting skills for the creation of persuasive texts, evaluating the appropriate advertising approach according to the client and product, and ensuring clarity, creativity and ethical standards in the development of advertising campaigns.
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To master presentation techniques and the use of the voice, employing sound resources effectively, structuring and presenting radio programmes across different genres, and applying a clear and dynamic style adapted to the medium, while reflecting on the impact of radio language on the audience.
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