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Advertising and Public Relations Writing

Code: 104897 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations OB 3 2
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.


Patrícia Lázaro Pernias

Use of Languages

Principal working language:
catalan (cat)
Some groups entirely in English:
Some groups entirely in Catalan:
Some groups entirely in Spanish:





The teacher in charge of the subject is provisional.

Objectives and Contextualisation

Know, study, reflect, examine and practice the role of Copywriter as a key professional within the organizational structure of an advertising agency, its functions and operational development in both Above The Line (ATL) and Below The Line (BTL) devising and writing all kinds of advertising pieces.


  • Apply creative techniques in writing advertisements.
  • Demonstrate knowledge of the narrative and expressive characteristics of a creative advertising message.
  • Manage persuasive communication creatively.
  • Use one’s imagination with flexibility, originality and ease.

Learning Outcomes

  1. Apply the strategic principles that determine a campaign to developing a creative briefing.
  2. Develop creative sales ideas.
  3. Distinguish the fundamental principles of relational dialectics between repeatability and originality-innovation.
  4. Identify the fundamental principles of recognition and significant difference.
  5. Provide creative solutions to the advertiser’s communication problems, bearing in mind the budgetary limitations determining a campaign.
  6. Use one’s imagination with flexibility, originality and ease.



Part I

1. The figure of the copywriter.

2- Strategy, idea, word.

3- Copywriting elements: the headline.

4- Elements of copywriting: the body copy.

Part II

5- Copywriting in ATL (press, magazines, radio, TV, outdoor, internet).

Part III

6- BTL copywriting (direct marketing, mobile marketing, brochures, street marketing, Internet advertising, social networks, POS, sponsorship, etc.).


- Theory to explain key concepts (master class).
- Required readings (books, articles, chapters, websites, blogs...).
- Optional readings (books, articles, chapters, websites, blogs...).
- Individual and group writing practice based on a briefing.
- Final practice of a real client campaign (if possible) and its oral presentation.

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.


Title Hours ECTS Learning Outcomes
Type: Directed      
Tutorials 52.5 2.1 1, 6, 3, 2, 4
Type: Supervised      
Reading, analysing and synthesising texts, preparing and carrying out work 7.5 0.3 1, 6, 3, 2, 4
Type: Autonomous      
Theoretical classes, seminars and practices 82.5 3.3 1, 3, 2, 4



Activity A: Theory 30% of the final grade.

Activity B: Specific practices 50% of the final grade.

Activity C: Final practice 20% of the final grade.

In order to pass the course, the minimum grade of each of the activities cannot be less than 5. The final grade will be the weighted average of the grades of the three activities.



Students who do not achieve a 5 in each of the evaluation activities will have to recover the corresponding activity.


The proposed teaching methodology and evaluation may undergo some modification due to restrictions imposed by the health authorities.


Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Evaluation activities 0 7.5 0.3 1, 6, 3, 5, 2, 4


Castellblanque, Mariano; Ronco,Víctor (2020), Manual del Redactor Publicitario Offline-Online. ESIC, Madrid

Curto, V. Rey, J. Sabaté J. (2008), Redacción publicitaria.  Editorial UOC

D&AD (2018), The Copy Book. Taschen

Escribano Hernández, Asunción (2018). La redacción publicitaria. Síntesis

Estanyol, E. Serra C. Castellblanque, M. (2015), ¿Dónde cuentan sus historias las marcas. Ed. UOC

Estanyol, E. Roca, A. Castellblanque, M. Serra C (2015) ¿Quién se esconde detrás de una campaña publicitaria?

Fernández Cavia, José; Huertas, Asunción (2009): Redacción en relaciones públicas, Pearson-Prentice Hall, Madrid.

Guillén, Montse (2006), La motivación del redactor publicitario. Aproximación a un modelo de estudio

Morel, Rosa (2018). Neurocopywriting.

Navarro, Carlos (2006), Creatividad publicitaria eficaz. ESIC, Madrid

Rom, Josep i Sabaté, Joan (2007): Llenguatge publicitari: Estratègia i creativitat publicitàries. UOC, Barcelona.

Rodero, Emma y otros(2004). La radio que convence. Manual para creativos y locutores publicitarios. Ariel

Sawyer, R. (2006) Kiss & Sell. Redacción Publicitaria. Index Book. Barcelona 



This subject does not require specific software.