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Standard Oral and Written Spanish

Code: 103870 ECTS Credits: 6
2025/2026
Degree Type Year
Advertising and Public Relations FB 1

Contact

Name:
Yurena Maria Gutierrez Gonzalez
Email:
yurenamaria.gutierrez@uab.cat

Teachers

Maria Jesus Machuca Ayuso
Yurena Maria Gutierrez Gonzalez

Teaching groups languages

You can view this information at the end of this document.


Prerequisites

A Spanish native level is required in order to follow the subject (C1-C2).


Objectives and Contextualisation

The purpose of this subject is to improve the ability of analysis and production of texts for the media both in their oral and written variety. At the end of the course, students should know the main characteristics of a series of textual models, which will allow them to apply this knowledge to the composition of texts in Spanish.


Learning Outcomes

  1. CM10 (Competence) Evaluate persuasive messages in the two official languages to select appropriate forms of oral and written expression and avoid discriminatory uses of language.
  2. KM12 (Knowledge) Identify the linguistic and expressive resources of the Catalan and Spanish languages to produce persuasive oral and written messages.
  3. SM11 (Skill) Create texts in Catalan and Spanish that are adapted to the structures of advertising and public relations messages, while using inclusive language.

Content

Topic 1. Orality and writing in publicity and public relations texts. Expressions of oral language and written language in different formats. Linguistic resources for the elaboration of texts. Norm and use in different publicity and public relations texts. Some of the normative problems of Spanish.

Topic 2. The textual units: statements and paragraphs. Constituents of the statement, concordance and order of words. Paragraph types. Use of connectors and referential elements.

Topic 3. Procedures of textual creation. Linguistic and extralinguistic factors: variation and creativity. Denotation and connotation. Creation of advertising statements and rhetoric.

Topic 4. Articulation, pronunciation problems and proper characteristics of oral language in the fields of advertising and public relations. The prosodic features: speed of elocution, pauses and distribution of the accents in the statement. Melodic patterns and sentence modality in Spanish.

Topic 5. The oral presentation. Linguistic resources for oral presentations. Preparation of oral interventions. Oral resources for oral presentation. Non-verbal communication.

 

The course content will be sensitive to issues related to gender perspective and the use of inclusive language.


Activities and Methodology

Title Hours ECTS Learning Outcomes
Type: Directed      
Classroom practices and seminars 33 1.32
Theory classes 15 0.6
Type: Supervised      
Tutorials 7.5 0.3
Type: Autonomous      
Reading, analysis and synthesis of texts and documents, preparation and realization of papers 87.5 3.5

The methodology used in the directed activities combines master classes (for the presentation of the theoretical and descriptive contents of the course) with practical activities, which require the active participation of the students individually and in groups.

In the supervised activities, students must read, analyze and synthesize texts and mandatory reading documents, as well as prepare and carry out the activities assigned by the teacher.

The students will have support materials in the Moodle of the subject and with face-to-face tutorials.

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
Practice of analysis and production of oral language samples 25% 1.5 0.06 CM10, KM12, SM11
Practice of analysis and production of written language samples 25% 1.5 0.06 CM10, KM12, SM11
Required reading comprehension test 10% 0.5 0.02 CM10, KM12, SM11
Written test on the theoretical and descriptive contents of the course 40% 3.5 0.14

CONTINUOUS ASSESMENT
 
Throughout the course, students must complete the following assessments:
  • Practice exercises involving the analysis and production of written language samples (25%).
  • Practice exercises involving the analysis and production of oral language samples (25%).
  • Reading comprehension test on the required readings (10%).
  • Written exam on the theoretical and descriptive course content (40%).
The specific characteristics of each practice will be detailed during the course and can be consulted on the Virtual Campus. To pass the course, students must achieve a final grade equal to or higher than 5. The final grade will be calculated using the percentages indicated above. Students will receive a grade of "Not Assessable" if they have submitted less than 30% of the assessment activities. Those who have completed more than 30% will be graded according to the established weighting.
Resit Exam
 
Students who do not reach a grade of 5 after summing all their scores may take the resit exam, provided they have completed at least two-thirds of the assessment activities. Additionally, to be eligible for the resit, students must have obtained a minimum average grade of 3.5.
 
SINGLE ASSESMENT
 
Students must complete the following assessments:
  • Practice exercises involving the analysis and production of written language samples (25%).
  • Practice exercises involving the analysis and production of oral language samples (25%).
  • Reading comprehension test on the required readings (10%).
  • Written exam on the theoretical and descriptive course content (40%).
The date for the theoretical exams and the submission of the practice exercises will be announced on the Virtual Campus at the beginning of the course.
The conditions for passing and resitting the course are the same as for students following continuous assessment.
WARNINGS:
 
Spelling mistakes, as well as errors in punctuation, morphosyntax, and vocabulary, will be penalized with -0.2 points each. If there are more than 15 mistakes or grammatical errors, the test will be considered failed with a grade of 0 and must be retaken in the resit. Students may only resit a maximum of two out of the four assessments.
If a student commits any irregularity (copying, plagiarism, identity fraud, publishing assessment activities on any platform outside the UAB, use of artificial intelligence...), the corresponding assessment will be graded with a 0. If multiple irregularities occur, the final grade for the course will be 0.
 
The use of Artificial Intelligence (AI) technologies is not allowed in this course unless explicitly authorized by the teaching staff. Any work that includes AI-generated content will be considered a breach of academic integrity and will be graded with a 0, with no possibility of resit, or may result in more serious sanctions in severe cases.

Bibliography

Basic bibliography

  • BRIZ, Antonio (coord.) (2008): Saber hablar, Madrid: Instituto Cervantes-Aguilar.
  • HERNÁNDEZ GUERRERO, José Antonio y María del Carmen GARCÍA TEJERA (2004): El arte de hablar: manual de retórica práctica y de oratoria moderna, Barcelona: Ariel.
  • REAL ACADEMIA ESPAÑOLA (2019): Libro de estilo de la lengua española: según la norma panhispánica, Madrid: Planeta.
  • REGUEIRO RODRÍGUEZ M.ª Luisa y Daniel M. SÁEZ RIVERA (2013): El español académico. Guía práctica para la elaboración de textos académicos, Madrid, Arco/Libros.
  • REYES, Graciela (1998): Cómo escribir bien español, Barcelona: Arco/Libros
  • SÁNCHEZ LOBATO, Jesús (coord.) (2006): Saber escribir, Madrid: Instituto Cervantes-Aguilar.
  • SANZ ÁLAVA, Inmaculada (2007): El español profesional y académico en el aula universitaria. El discurso oral y escrito, Valencia: Tirant lo Blanc. 
  • SERAFINI, M. Teresa (2007): Cómo se escribe, Barcelona: Paidós.
  • VAN DIJK, Teun A. (2000) (comp.): Estudios sobre el discurso: una introducción multidisciplinaria, Barcelona: Gedisa.

 

Specific bibliography

Throughout the course, the mandatory and complementary bibliographic references fundamental for the follow-up of the course will be provided.


Software

Not required.


Groups and Languages

Please note that this information is provisional until 30 November 2025. You can check it through this link. To consult the language you will need to enter the CODE of the subject.

Name Group Language Semester Turn
(SEM) Seminars 51 Spanish first semester afternoon
(SEM) Seminars 52 Spanish first semester afternoon
(SEM) Seminars 53 Spanish first semester afternoon
(TE) Theory 5 Spanish first semester afternoon