Universidad de Jaén

1. Introduction to press and advertising discourse
   1.1. Common characteristics of both types of discourse
   1.1.1. The role of images (attention-getting, background, etc.)
   1.1.2. The layout (image, slogan, copy, logo)
   1.1.3. Slogans and headlines (attention-getting, condensation, etc.)
   2. Advertising discourse
   2.1. The role of advertising language (attention-getting, persuasion, aid to memory, etc.)
   2.2. Implicit meaning (presuppositions, implicatures)
   2.3. The use of metaphors and puns (verbal and visual metaphors, positive associations; attention-getting puns, cognitive effects, etc.)                                                        3. The Discourse of the Press (Radio and newspapers: a window to information) 
   3.1. The linguistic background (objective and subjective information, lexical and syntactic parameters, semantic fields and linguistic specificities in radio and newspapers)
   3.2. Variations: social, language, culture and thought
   3.3. Distribution of sections (The structure of the information according to the medium headlines, subheadlines, main body and unfolding)

   3.4. Discourse analysis in newspapers and radio.

   3.4.1. Persuasion techniques.

   3.4.2. The visual anchorage (images and captions) in newspapers. Context and cotex of the news.

   3.4.3. Significant voice inflection and dynamics of radio interviews

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

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.

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It does not apply, since the subject is taught entirely online.

This subject is taught entirely online.

Institution in charge of data processing: Universidad de Jaén, Campus Las Lagunillas, s/n, 23071 Jaén

Data Protection Delegate: dpo@ujaen.es

Purpose: In accordance with the Universities Law and other national and regional regulations in force, carrying out exams and assessment tests corresponding to the courses students are registered in. In order to avoid frauds while sitting the exam, the exam will be answered using a videoconference system, being able the academic staff of the University of Jaén to compare and contrast the image of the person who is answering the exam with the student's photographic files. Likewise, in order to provide the exam with evidential content for revisions or claims, in accordance with current regulation frameworks, the exam will be recorded and stored.

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Person in charge: Universidad de Jaén, Paraje Las Lagunillas, s/n; Tel.953 212121; www.ujaen.es

Data protection delegate (DPO): TELEFÓNICA, S.A.U. ; Email: dpo@ujaen.es

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Rights: You may exercise your rights of access, rectification, cancellation, portability, limitation of processing, deletion or, where appropriate, opposition. To exercise these rights, you must submit a written request to the Information, Registration and Electronic Administration Service of the University of Jaen at the address above, or by e-mail to the address above. You must specify which of these rights you are requesting to be satisfied and, at the same time, you must attach a photocopy of your ID card or equivalent identification document. In case you act through a representative, legal or voluntary, you must also provide a document that proves this representation and identification. Likewise, if you consider that your right to personal data protection has been violated, you may file a complaint with the Andalusian Data Protection and Transparency Council www.ctpdandalucia.es