Universitat Internacional de Catalunya
Advertising Language
Teaching staff
Please, make an appointment with the professor in advance.
Introduction
This course is presented as a preliminary introduction to the one the student will take in the following academic year, entitled Workshop: Advertising Language. In this case, the aim is for the student to understand the meaning of Advertising Language (that is, the language of selling) and to develop an awareness of the differences that exist in language depending on the various types of media, by analyzing and practicing basic linguistic strategies whose function is to address the reader, persuade them, and influence their attitude.
Pre-course requirements
No prerequisites are established.
Objectives
-
To understand the general characteristics of advertising language.
-
To correctly apply spelling and grammar rules in both oral and written language.
-
To express oneself accurately in oral and written form in one’s native language.
-
To understand and analyze the different functions of language in advertising communication.
-
To analyze the relationships between the linguistic component and other forms of language in the advertising message.
Competences/Learning outcomes of the degree programme
- 09 - Lingustic ability in Catalan, Spanish and English
- 12 - The ability to produce spoken and written texts
- 13 - Reading skills
Learning outcomes of the subject
To acquire more language and creative skills and effectively use a text according to the objectives and purposes of each communicative situation.
Syllabus
- General characteristics of verbal language in the advertising field. Types of language.
- Lexical and syntactic resources. Linguistic techniques to address and persuade the reader. Uses in commercial, political, and social advertising.
- Fundamentals of rhetoric and its application to the creation of advertising messages: rhetorical figures, emotional argumentation, and the description of sensations perceived through the five senses.
- The agency and the professional environment. Knowledge of professional terminology.
- Advertising language adapted to: print media, audiovisual media, radio, social networks, promotions, one-to-one marketing, and outdoor advertising.
Teaching and learning activities
In person
| 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. | 0,5 |
| Focused Praxis. Handing in occasional exercises to learn theory through practice. | 0,5 |
Evaluation systems and criteria
In person
- Attendance: 15%
- Exam: 85%
If the student does not pass the exam in the first sitting (January), they must take it in the second sitting (June).
In the case of a second, third, fourth, or fifth sitting, the same guidelines as in the first will apply.
Bibliography and resources
Gómez Torrego, L. y Robles, S. (2014): Transgresiones idiomáticas en el lenguaje de la publicidad. Cátedra.
Méndiz Noguero, A., et al. (2005). Aspectos y perspectivas del lenguaje publicitario. Universidad de Málaga.
Rampin, M. (2016). Vender la moto: Trucos de la manipulación del lenguaje (Pepa Linares, Trad.). Alianza Editorial.
Sarrias Martí, Luiggi (2021). La historia de Trece. Editorial Profit