Advertising and Public Relations Writing
Code: 104897 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 |
Contact
- Name:
- Sarai Melendez Rodriguez
- Email:
- sarai.melendez@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
No requirements
Objectives and Contextualisation
To 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 its operational development both in Above The Line (ATL) and Below The Line (BTL) devising and writing all kinds of advertising pieces.
To prepare students to work effectively in writing texts for the web, digital advertising and social networks in order to be competent in these and other emerging media.
Learning Outcomes
- CM15 (Competence) Devising creative and persuasive messages that respond to the communication needs of advertising agencies without violating the democratic values or the fundamental rights of the public.
- CM17 (Competence) Incorporate creativity as a tool for transforming values and behaviour in the service of general social welfare.
- KM18 (Knowledge) List the optimal expressive resources of written, graphic, and audiovisual languages to construct original and attractive messages.
- SM14 (Skill) Apply techniques that enhance the originality and flexibility of thought to generate creative ideas that respond to communication problems.
- SM15 (Skill) Produce advertising and public relations messages that respond to the needs of clients and consumers using both conventional and emerging technologies.
- SM16 (Skill) Practise the role of a copywriter by using language creatively, correctly, and effectively, without falling into sexist or discriminatory uses.
Content
SYLLABUS:
Part I
The figure of the copywriter.
Strategy, idea, word.
Elements of copywriting: the holder.
Elements of copywriting: the body copy.
Naming
Slogans
Part II
ATL advertising
Composition for Graphical Media
Radial wedge scripts
Books and newsrooms for TV and videos
Redaction for internet pieces
Part III
BTL advertising
Redaction for direct marketing (cards, loose sheets, brochures, mail advertising)
Items and redaction for Email Marketing
Composition for parts for mobile advertising
Writing for street marketing ads, guerrilla
Composer formats for Internet advertising, Social Networks, PLV, sponsorship, use of influencers, etc.).
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Practical sessions | 37.5 | 1.5 | CM15, CM17, KM18, SM14, SM15, SM16 |
| Tutorials | 15 | 0.6 | CM15, CM17, KM18, SM14, SM15, SM16 |
| Type: Supervised | |||
| Reading, analysing and synthesising texts, preparing and carrying out work | 7.5 | 0.3 | CM15, CM17, KM18, SM14, SM15, SM16 |
| Type: Autonomous | |||
| Theoretical classes, seminars and practices | 82.5 | 3.3 | CM15, CM17, KM18, SM14, SM15, SM16 |
- 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.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject.
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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Final practice | 20% | 2.5 | 0.1 | CM15, CM17, KM18, SM14, SM15, SM16 |
| Specific practices | 50% | 3 | 0.12 | CM15, CM17, KM18, SM14, SM15, SM16 |
| Theoretical content exam | 30% | 2 | 0.08 | CM15, CM17, KM18, SM14, SM15, SM16 |
This course follows continuous and single evaluation.
Continuous evaluation
Activity A: Exam on theoretical content (30% of the final grade).
Activity B: Specific practices (50% of the final grade). These will be carried out in teams in the classroom during practice hours.
Activity C: Final practice (20% of the final grade). It consists of a creative report where students must improve ads with spelling mistakes and poor creative quality. It will be done in creative teams assigned at the beginning of the course.
To pass the course, the minimum grade for each activity must not be lower than 5. The final grade will be the weighted average of the grades of the three activities.
Retake for continuous evaluation
Students will have the right to retake the course if they have been evaluated for the set of activities, whose weight is at least 2/3 of the total grade for the course.
The activities that can be retaken are the theoretical exam and the final practice.
Single evaluation
Activity A: Exam on theoretical content (30% of the final grade).
Activity B: Specific practices (50% of the final grade).
Activity C: The final project will be delivered (20% of the final grade): The student must interview an active copywriter to learn about their skills, functions, and advice for finding a job in the sector.
Retake for single evaluation
Students will have the right to retake the course if they have been evaluated for the set of activities, whose weight is at least 2/3 of the total grade for the course.
The activities that can be retaken are the theoretical exam and the final practice.
Passing the course
To pass the course, the minimum grade for each activity must not be lower than 5. The final grade will be the weighted average of the grades of the three activities.
Plagiarism
If the student engages in any irregularity that could lead to a significant variation in an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that may be initiated. If several irregularities occur in the evaluation acts of the same course, the final grade for this course will be 0.
Bibliography
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
Software
This subject does not require specific software.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | Spanish | second semester | afternoon |
| (PLAB) Practical laboratories | 52 | Catalan | second semester | afternoon |
| (PLAB) Practical laboratories | 53 | Catalan | second semester | afternoon |
| (TE) Theory | 5 | Spanish | second semester | afternoon |