Universitat Internacional de Catalunya - BarcelonaAdvertising Language
Module: Persuasive Communication
Matter: Course zero: Orthography
Main language of instruction: Spanish
The subject Advertising Language aims to teach the student how to write in a correct way. An advertiser must be able to capture, understand and grasp the reality that surrounds him in order to transmit a message in an efficient way. The excellence of this process lies in the correct way of writing not only regarding content but also of the correct use of spelling and syntax. A correctly written text reflects the background and knowledge of the writer and this undoubtedly becomes a sign of identity to this person. The requirement of presenting well written work is a responsibility to oneself, to the profession and, of course, to the public.
Therefore, the purpose of this subject is not just that students write correctly, but that they are able to adopt an attitude that allows them to be assertive as content editors, and to gain the respect of their readers.
No pre-course requirements are needed to enroll in this subject
- Knowledge of the spelling rules.
- Achieve an appropriate level of writing competence.
- Be able to correct one's spelling and syntactical errors and those in a text.
- Master the different tools to achieve an appropriate piece of writing and the correction of errors.
Spell correctly
Acquire more language and creative skills and effectively use a text according to the objectives and purposes of each communicative situation.
1. Accentuation
Rules of accentuation: agudas, llanas, esdrújulas y sobresdrújulas
Diphthong triphthong, hiatus
The umlaut
Monosyllabic words and diacritical accent
Other cases: pronouns, adverbs, conjunctions
2. Standards and punctuation
The comma
The full stop and comma
The colon
The full stop
The ellipses
Question marks and exclamation marks
Parentheses
Brackets
The umlaut
Quotation marks
Suspension points
3. Use of capital letters
- Start of a text, names, special mentions, ...
4. The use of letters
- "B" and "V"
- "G" and "J"
- "J" - "Y"
- "H"
- "M" and "N"
- "H"
5. Interference with Catalan
6. Resources and reference sources (covered throughout the subject)
7. Vocabulary (covered throughout the subject)
Chapter Power point presentations
| 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 |
Final exam: 100%
In case of 2nd, 3rd, 4th and 5th exam, there will be the same condicions than 1st.Diccionario de la Real Academia de la Lengua
Escribir sin faltas. José A. Martínez.
La cocina de la escritura, Daniel Cassany
Manual práctico de escritura académica, Estrella Montolío.
El dardo en la palabra, Fernando Lázaro Carreter