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Syllabus 2022-23 - 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: Centro de Estudios de Postgrado
ACADEMIC YEAR: 2022-23
COURSE: English in the Media and Advertising
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: English in the Media and Advertising
CODE: 76313001 ACADEMIC YEAR: 2022-23
LANGUAGE: English LEVEL: 3
ECTS CREDITS: 3.0 YEAR: 1 SEMESTER: PC
2. LECTURER BASIC INFORMATION
NAME: DÍAZ PÉREZ, XAVIER
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
ORCID: https://orcid.org/0000-0001-6772-0852
LANGUAGE: English LEVEL: 3
NAME: OLIVARES MERINO, JULIO ÁNGEL
DEPARTMENT: U115 - FILOLOGÍA INGLESA
FIELD OF STUDY: 345 - FILOLOGÍA INGLESA
OFFICE NO.: D2 - 250 E-MAIL: jaolivar@ujaen.es P: 953211822
WEBSITE: -
ORCID: https://orcid.org/0000-0002-7850-2938
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 (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

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:
  • 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)
  • 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)
8. VIRTUAL / CLASSROOM TEACHING SCENARIO

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

9. VIRTUAL TEACHING SCENARIO

This subject is taught entirely online.

DATA PROTECTION CLAUSE (on line exams)

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.

Legitimacy: compliance with legal obligations (Universities Law) and other national and regional regulations currently in force.

Addressees: service providers who are the owners of the platforms where the exams are carried out and with whom the University of Jaén has signed the corresponding data access contracts.

Storage periods: those established in current in force regulations. In the specific case of exam videoconference recordings, not before the examination records and transcripts are closed or the exam can still be reviewed or challenged.

Rights: you can exercise your right of access, amendment, cancellation, opposition, suppression, limitation and portability by sending a letter to the postal or electronic address indicated above. In the event that you consider that your rights have been violated, you may submit a complaint to the Andalusian Council for Transparency and Data Protection www.ctpdandalucia.es

CLASS RECORDING CLAUSE PERSONAL DATA PROTECTION

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

Procedure aim: To manage proper recordings of teaching sessions with the aim of facilitating learning process under a multimodal and/or online teaching

Period for record storage: Images will be kept during legal term according to regulations in force

Legitimacy: Data will be managed according to legal regulations (Organic Law 6/2001, December 21, on Universities) and given consent provided by selecting corresponding box in legal admission documents

Data recipients (transfers or assignments): Any person allowed to get access to every teaching modality

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