Universitat Internacional de Catalunya
Workshop. Advertising Language
Teaching staff
By appointment
Introduction
Advertising language is a form of writing or speaking (and communicating) in which the ultimate goal in 99% of the cases is to sell.
It is essential to understand and learn that there are two types of advertising language: one used within the profession (which we use to make ourselves understood in this professional environment) and another for selling in every marketing or sales tool or format.
Pre-course requirements
No pre-course requirements are needed to enrol in this subject.
Objectives
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To understand the beginning of a campaign: the briefing.
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To become familiar with the internal language of advertising agencies and their professionals.
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To recognise the different types of language.
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To know how to communicate a creative concept, slogan or claim.
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To differentiate between the different uses of advertising language in conventional advertising, direct marketing, promotions and dayketing.
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Basic knowledge of the language of presentations.
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The ability to work as part of a team on 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
- 50 - The ability to understand and apply the different narrative elements of a project
- 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
- To express ideas in writing in a correct and clear manner.
- To form intelligible and convincing arguments.
- To recognise the best advertisements and techniques used.
Syllabus
Topic 1
The briefing as the initial element of an advertising campaign. How to examine the product, audience, competition and means in order to use the right advertising language. CASE: Prepare a briefing for the end of year campaign.
Topic 2
The agency: as the physical element in which many students will spend their careers. Explanation of the various actors who work in agencies, competences and the common forms of professional language. PRACTICAL EXERCISE: What would you ask a creative director and director of art? Guest visit from two senior professionals with extensive experience.
Topic 3
Types of advertising language. What is advertising language per se? Explanation of the different types of language and ways of communicating with the consumer for the purpose of selling. Explanation and examples of the most common elements of speech in the advertising environment. Other forms of advertising language: rational, emotional and humour.
Topic 4
Promotions: Perhaps the tool that requires the most direct language to achieve its objectives: definition, media, types, mechanics and interesting facts.
Topic 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, the types of days and products.
Topic 6
The visual language of advertising. Joint advertising that uses image and sound. Strategy and tactics. Sources of information: the briefing, the contrabriefing, research and positioning. The Reason Why, by Juan Pablo Huizi
Topic 7
Direct marketing: in the early days of advertising, direct marketing was regarded as the tool that used language best to get a sale. We will analyse this language and find out how to implement it as effectively in other communication tools.
Topic 8
Staging: how we present. The verbal and body language, audience, format and presentation.
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| 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. | 1,0 |
| 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. | 2,2 |
| 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. | 1,8 |
| 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. | 1,0 |
| 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. | 1,0 |
Evaluation systems and criteria
In person
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)