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Syllabus 2018-19 - 76313001 - English in the Media and Advertising (English in the media and advertising)

Caption
  • Level 1: Tutorial support sessions, materials and exams in this language
  • Level 2: Tutorial support sessions, materials, exams and seminars in this language
  • Level 3: Tutorial support sessions, materials, exams, seminars and regular lectures in this language
DEGREE: Máster Univ. en Online en English Studies (OMIES) / Estudios ingleses
FACULTY: Centre for Postgraduate Studies of the University of Jaen

ACADEMIC YEAR: 2018-19
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: English in the Media and Advertising
CODE: 76313001 ACADEMIC YEAR: 2018-19
LANGUAGE: English LEVEL: 3
ECTS CREDITS: 3.0 YEAR: 1 SEMESTER: PC
 
2. LECTURER BASIC INFORMATION
NAME: DÍAZ PÉREZ, FRANCISCO JAVIER
DEPARTMENT: U115 - FILOLOGÍA INGLESA
FIELD OF STUDY: 345 - FILOLOGÍA INGLESA
OFFICE NO.: D2 - 214 E-MAIL: fjdiaz@ujaen.es P: 953213562
WEBSITE: http://www10.ujaen.es/conocenos/departamentos/filing/3401
LANGUAGE: English LEVEL: 3
 
3. CONTENT DESCRIPTION

1. Introduction to press and advertising discourse
1.1. Common characteristics of both types of discourse
1.1.1. The role of images
1.1.2. The layout
1.1.3. Slogans and headlines
2. Advertising discourse
2.1. The role of advertising language
2.2. Implicit meaning
2.3. The use of metaphors and puns
3. The Discourse of the Press
3.1. The linguistic background
3.2. Variations: social, language, culture and thought
3.3. Distribution of sections

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

Apart from the fulfilment of diverse practical activities which students will have to send through the virtual teaching plataform and the elaboration of a final project, active participation in forums and tutorials is also considered an essential activity. As this course is totally online, autonomous learning is essential. In order to facilitate it, several learning modules have been designed in which several exercises and self-assessment tests are integrated. 

Students with special educational needs should contact the Student Attention Service (Servicio de Atención y Ayudas al Estudiante) in order to receive the appropriate academic support

5. ASSESSMENT METHODOLOGY

Assessment will be based on the following three elements:

  • Practical exercises (25%)
  • Participation in discussion forums and on-line tutorials (25%)
  • Final project (50%)

The final project will consist in creating an advertisement or an advertising campaign which must integrate the concepts which have been learnt throughout the course. In addition, students will write an essay-like commentary on their own advertisements or campaigns.

With regard to the press component, with the aid of the five-w-and-h-pattern-rule, WHO, WHAT, WHY, HOW, WHERE and WHEN, which will allow the possibility to contextualize the objective information about a fact, students will have to write a short item of news so as to gather the main hallmarks about the aforementioned happening. The following parameters will be compulsory guidelines in the activity:

-Students will have to follow the written news format, including over-line, headline, subheadline, lead, etc., as well as preserve the inverted pyramid structure of information. Considering discourse specificities, together with visual support and anchorage they will write and compose two items of news, one for a broadsheet newspaper, the other for a tabloid.

-Students will adapt their item of news to the register of a radio news report, also deciding which song to use as background music and, if possible, recording the text, illustrating essential features in radio report such as intonation or rhythm.

-In every case, students will have to underline and interpret the strategies used, laying emphasis on their purpose and effect.

Creativity and originality will be valued, as well as the application of what has been learnt throughout the course. In the essay-like commentary linguistic correction will also be taken into account.

For both components, advertising and press, the correspondence between assement and competencies is the following one:

S10: CB9, CT4, CT8 - R18, R2, R27, R29, R4, R41.

S3: CG2, CG6, CG7, CT6 -R18, R2, R20, R29, R3, R4, R41.

S8: CB10, CB6, CB7, CB9, CELI1, CELI3, CELI6, CG10, CG12, CG3, CG4, CG9, CT1, CT2, CT4, CT6, CT7, CT8, CT9 - R1, R10, R2, R20, R28, R29, R3, R4, R41.

.

6. BOOKLIST
MAIN BOOKLIST:
  • The discourse of advertising. Edition: 2nd ed. Author: Cook, Guy. Publisher: London ; New York: Routledge, 2007  (Library)
  • The language of advertising: written texts. Edition: -. Author: Goddard, Angela. Publisher: London ; New York: Routledge, 1998  (Library)
  • Language in the news: discourse and ideology in the press. Edition: 1st published, repr. Author: Fowler, Roger. Publisher: London ; New York: Routledge, 2001  (Library)
  • The language of news media. Edition: -. Author: Bell, Allan. Publisher: Oxford ; Cambridge : Blackwell, 1991  (Library)
  • The discourse of advertising. Edition: 2nd ed. Author: Cook, Guy. Publisher: London ; New York: Routledge, 2007  (Library)
  • The language of advertising: written texts. Edition: -. Author: Goddard, Angela. Publisher: London ; New York: Routledge, 1998  (Library)
  • Language in the news: discourse and ideology in the press. Edition: 1st published, repr. Author: Fowler, Roger. Publisher: London ; New York: Routledge, 2001  (Library)
  • The language of news media. Edition: -. Author: Bell, Allan. Publisher: Oxford ; Cambridge : Blackwell, 1991  (Library)
ADDITIONAL BOOKLIST:
  • The language of newspapers. Edition: -. Author: Reah, Danuta. Publisher: London &#59; New York: Routledge, 1998  (Library)
  • Using newspapers in the classroom. Edition: -. Author: Sanderson, Paul. Publisher: Cambridge: Cambridge University Press, 2001  (Library)
  • http://interaudio.org/mos/interaudiodoc/handout/Handouts%20(englisch)/Speaking%20on%20the%20Radio%20(Sprechen%20im%20Radio).pdf. Edition: -. Author: -  (Library)
  • The fundamentals of creative advertising [Recurso electrónico]. Edition: 2nd ed. Author: Burtenshaw, Ken. Publisher: Lausanne, Switzerland : AVA Pub. SA ; London : Distributed by Thames & Hudson, 2011  (Library)
  • Advertising language: a pragmatic approach to advertisements in Britain and Japan. Edition: -. Author: Tanaka, Keiko. Publisher: London ; New York : Routledge, 2006  (Library)
  • English for marketing and advertising . Edition: -. Author: Gore, Sylee. Publisher: Oxford : Oxford University Press, cop. 2007  (Library)
  • The language of advertising. Edition: -. Author: Vestergaard, Torben. Publisher: Oxford: Basil Blackwell, 1985  (Library)
  • Transgresiones idiomáticas en el lenguaje de la publicidad. Edition: -. Author: Gómez Torrego, Leonardo. Publisher: Madrid : Cátedra, 2014  (Library)
  • El lenguaje de la publicidad. Edition: 8ª ed.. Author: Ferraz Martinez, Antonio. Publisher: Madrid: Arco Libros, 2004  (Library)
  • English for sale :a study of the language of advertising. Edition: -. Author: Hermerén, Lars. Publisher: Lund: Lund University Press, cop. 1999  (Library)
  • Relevance theory and the language of advertising. Edition: -. Author: Byrne, Barbara. Publisher: Dublin : Trinity College Dublin, Centre for Language and Communication Studies, 1992  (Library)
  • Marketing identities through language: English and global imagery in French advertising. Edition: -. Author: Martin, Elisabeth. Publisher: Basingstoke : Palgrave Macmillan, 2006  (Library)
  • The language of newspapers. Edition: -. Author: Reah, Danuta. Publisher: London &#59; New York: Routledge, 1998  (Library)
  • Using newspapers in the classroom. Edition: -. Author: Sanderson, Paul. Publisher: Cambridge: Cambridge University Press, 2001  (Library)
  • http://interaudio.org/mos/interaudiodoc/handout/Handouts%20(englisch)/Speaking%20on%20the%20Radio%20(Sprechen%20im%20Radio).pdf. Edition: -. Author: -  (Library)
  • The fundamentals of creative advertising [Recurso electrónico]. Edition: 2nd ed. Author: Burtenshaw, Ken. Publisher: Lausanne, Switzerland : AVA Pub. SA ; London : Distributed by Thames & Hudson, 2011  (Library)
  • Advertising language: a pragmatic approach to advertisements in Britain and Japan. Edition: -. Author: Tanaka, Keiko. Publisher: London ; New York : Routledge, 2006  (Library)
  • English for marketing and advertising . Edition: -. Author: Gore, Sylee. Publisher: Oxford : Oxford University Press, cop. 2007  (Library)
  • The language of advertising. Edition: -. Author: Vestergaard, Torben. Publisher: Oxford: Basil Blackwell, 1985  (Library)
  • Transgresiones idiomáticas en el lenguaje de la publicidad. Edition: -. Author: Gómez Torrego, Leonardo. Publisher: Madrid : Cátedra, 2014  (Library)
  • El lenguaje de la publicidad. Edition: 8ª ed.. Author: Ferraz Martinez, Antonio. Publisher: Madrid: Arco Libros, 2004  (Library)
  • English for sale :a study of the language of advertising. Edition: -. Author: Hermerén, Lars. Publisher: Lund: Lund University Press, cop. 1999  (Library)
  • Relevance theory and the language of advertising. Edition: -. Author: Byrne, Barbara. Publisher: Dublin : Trinity College Dublin, Centre for Language and Communication Studies, 1992  (Library)
  • Marketing identities through language: English and global imagery in French advertising. Edition: -. Author: Martin, Elisabeth. Publisher: Basingstoke : Palgrave Macmillan, 2006  (Library)