Developing successful advertising messages will help you find a niche in this field and give a boost to the companies in which you work”

This Postgraduate certificate in Advertising Language offers journalism and communication professionals a unique opportunity to develop their most creative side in the field of writing, allowing them to provide a plus of quality in their productions that are able to encourage customers to purchase. In this way, this intensive program teaches how to analyze and describe advertising discourses, the creative processes in their elaboration, construction and internal structure, paying special attention to language and other resources of great interest.

Thus, with the completion of this program, the students will be able to obtain a global vision of the fundamentals of the advertising system, the creative process and the latest techniques in Advertising Language. The main objective is to set up the first theoretical and practical pillars to qualify the student to make strategic decisions in the field of persuasive communication and Advertising Language.

This program is a complete and concrete review that will enable students to perform any of these tasks in the field of communication with solvency and confidence. Thus, with this program, TECH offers a real work scenario to be able to evaluate the convenience of its application in the project, assessing its real indications, its way of development and the expectations that can be had with respect to the results.

A program of great educational value that will mark a before and after in the knowledge of the students, by offering them the keys that they will be able to apply during their communicative and advertising creation process.

Learn the characteristics of Advertising Language and be more effective in your daily practice”

This Postgraduate certificate in Advertising Language contains the most complete and up-to-date program on the market. The most important features include:

• The use of the latest technology in e-learning software
• The teaching system, intensely visual, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical case studies presented by practising experts
• State-of-the-art interactive video systems
• Teaching supported by telepractice
• Continuous updating and recycling systems
• Self-regulated learning, which makes the program completely compatible with other commitments
• Practical exercises for self-assessment and learning verification
• Support groups and educational synergies: Questions to the expert, discussion forums and knowledge
• Communication with the teaching team and individual reflection work
• Content that is accessible from any fixed or portable device with an Internet connection
• Complementary resource banks that are permanently available

TECH Global University offers you a multitude of theoretical and practical resources that will be essential to achieve a more complete learning”

The teaching staff of this program is made up of professionals from different fields related to this specialty. As such, TECH can fulfill its academic updating objective. A multidisciplinary team of experienced professionals in different fields who, will develop theoretical knowledge efficiently, but above all, will put their practical knowledge derived from their own experience at the students’ service.

This mastery of the subject matter is complemented by the effectiveness of the methodological design. Developed by a multidisciplinary team of E-Learning experts, it , integrates the latest advances in educational technology. As a result, students will be able to study with a range of comfortable and versatile multimedia tools that will give them the operational capacity they need in their study process.

The design of this program is centered on Problem-Based Learning. An approach that conceives learning as a highly practical process. To achieve this remotely, telepractice is used. Therefore, with the help of an innovative interactive video system, and Learning from an Expert, the students will be able to acquire the knowledge as if they were facing real cases. A concept that will allow students to integrate and memorize what they have learnt in a more realistic and permanent way.

This program relies on the experience of active professionals, experts in Language Advertising"

This program offers a first-class didactic methodology, which will facilitate learning for the students"

The syllabus of this Postgraduate Certifiate is composed of a rich content on Advertising Language that will provide students with the necessary preparation to know, first hand, how persuasive communication should be done. A very well-structured program that will allow students to carry out a self-guided study that they will be able to follow step by step through an online didactic methodology that will facilitate learning and will allow them to get up to date in this field.

A very well-structured syllabus that will allow you to make a high quality educational journey”

Module 1. Advertising Language

1.1. Thinking and Writing: Definition

1.1.1. Definition of Copywriting
1.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization

1.2. Copywriting and Creativity

1.2.1. Conditions of the Copywriting Process
1.2.2. Linguistic Competence
1.2.3. Functions of the Copywriter

1.2.3.1. Definition of the Functions of the Copywriter

1.3. The Principle of Coherence and Campaign Conceptualization

1.3.1. The Principle of Campaign Unity
1.3.2. The Creative Team
1.3.3. The Conceptualization Process: Hidden Creativity
1.3.4. What is a Concept?
1.3.5. Applications of the Conceptualization Process
1.3.6. The Advertising Concept
1.3.7. Utility and Advantages of the Advertising Concept

1.4. Advertising and Rhetoric

1.4.1. Copywriting and Rhetoric
1.4.2. Placing Rhetoric
1.4.3. The Phases of Rhetoric

1.4.3.1. Advertising Discourse and Classical Rhetorical Discourse
1.4.4.2. Topoi and Reason Why as Argumentation

1.5. Fundamentals and Characteristics of Copywriting

1.5.1. Correction
1.5.2. Adaptation
1.5.3. Efficiency
1.5.4. Characteristics of Copywriting
1.5.5. Morphological: Nominalization
1.5.6. Syntactics: Destructuring
1.5.7. Graphics: Emphatic Punctuation

1.6. Argumentation Strategies

1.6.1. Description
1.6.2. The Enthymeme
1.6.3. Narration
1.6.4. Intertextuality

1.7. Styles and Slogans in Copywriting

1.7.1. The Length of the Sentence
1.7.2. The Styles
1.7.3. The Slogan
1.7.4. A Phrase of Wartime Origin
1.7.5. The Characteristics of the Slogan
1.7.6. The Elocution of the Slogan
1.7.7. The Forms of the Slogan
1.7.8. The Functions of the Slogan

1.8. Principles of Applied Copywriting and the Reason Why+USP Pairing

1.8.1. Rigor, Clarity, Accuracy
1.8.2. Synthesis and Simplicity
1.8.3. Advertising Text Constraints
1.8.4. Application of the Reason Why + USP Pairing

1.9. Copywriting in Conventional and Non-Conventional Media

1.9.1. The Above-The-Line/Below-The-Line Division
1.9.2. Integration: Overcoming the ATL- BTL Controversy
1.9.3. Television Copywriting
1.9.4. Radio Copywriting
1.9.5. Press Copywriting
1.9.6. Copywriting for Outdoor Media
1.9.7. Copywriting in Non-Conventional Media
1.9.8. Direct Marketing Copywriting
1.9.9. Interactive Media Copywriting

1.10. Criteria for the Evaluation of an Advertising Text and Other Writing Cases

1.10.1. Classical Models of Advertising Analysis
1.10.2. Impact and Relevance
1.10.3. The Writer Checklist
1.10.4. Translation and Adaptation of Advertising Texts
1.10.6. New Technologies, New Languages
1.10.7. Writing in Web 2.0
1.10.8. Naming, Guerrilla Advertising and Other Copywriting Cas 

Take the opportunity to learn about the latest advances in this field in order to apply it to your daily practice"