Syllabus

The content of the Postgraduate certificate in Advertising Language has been designed to meet the high standards that companies and organizations demand from their employees. The above is transformed into an increase in the students' possibilities to develop their abilities to master the elements, forms and processes of Advertising Language and other forms of communication, analyzing the different levels and components that integrate the linguistic system, as well as the discursive products that are framed in the different textual typologies. 

Apply creative processes to the field of communication, especially in the field of advertising and public relations" 

Syllabus

This program for the development of the Postgraduate certificate in Advertising Language will provide the student with a global vision of the fundamentals of the advertising system, the creative process, and the latest techniques in Advertising Language. The 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. 

This program is a complete and concrete review that will enable you to perform any of these tasks with solvency and confidence. In each class, we will have a real working scenario to be able to assess the suitability of its application in our project, evaluating its real indications, its way of development and the expectations we can have regarding the results. 

Throughout 150 hours of learning, the student will analyze a multitude of case studies through individual and teamwork. In this way, they will be able to understand and comprehend the importance of recognizing the significant and appropriate tools for the study of advertising and public relations. The goal of this program is to offer theories and techniques to overcome prejudices, develop imagination and awaken an attitude to generate original ideas in any communicative sphere. 

This Postgraduate certificate is developed over 6 weeks and is divided into 1 module: 

Module 1. Advertising Language

Where, When and How is it Taught?

TECH offers the possibility of developing this Postgraduate certificate in Advertising Language completely online. Over the course of 6 weeks, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.

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 Division Above-the-line/Below-the-line  
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 Advertising 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 Checklist of the Writer  
1.10.4. Translation and Adaptation of Advertising Texts  
1.10.5. New Technologies, New Languages  
1.10.6. Writing in Web 2.0 
1.10.7. Naming, Guerrilla Advertising and Other Copywriting Cases

A unique, key, and decisive educational experience to boost your professional development and make the definitive leap"

Teaching Objectives

In order to guarantee academic excellence, the Postgraduate certificate in Advertising Language has been developed, which aims to become a point of reference for professionals in this sector. In this way, the future graduate will be able to acquire all the knowledge to carry out an adequate advertising communication using the most advanced tools. For this reason, and making use of practical examples, the student will be able to solve any real situation that may arise in their work environment. 

Recognize the elements, forms and processes of Advertising Language and other forms of persuasive communication" 

TECH makes the goals of their students their own goals too.
Working together to achieve them. 

The Postgraduate certificate in Advertising Language qualifies students to: 

  1. Master the elements, forms and processes of advertising languages and other forms of communication, using the knowledge of the Spanish language, analyzing the different levels and components that make up the Spanish linguistic system, as well as the discursive products that are framed in the different textual typologies 
  2. Identify the fundamental principles of human creativity and its application in the manifestations of persuasive communication
  3. Know how to apply creative processes in the field of communication, especially in the field of advertising and public relations
  4. Recognize the elements, forms and processes of advertising languages and other forms of persuasive communication
  5. Recognize the structure and transformation of today's society as it relates to the elements, forms and processes of advertising and public relations communication
  6. Encouraging creativity and persuasion through different media and communication media

Postgraduate Certificate in Advertising Language

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Advertising language is a set of communicative strategies and techniques used by companies and brands to promote their products or services and persuade potential customers to purchase them. This is achieved through the combination of different linguistic, visual and sound resources that seek to capture the attention of the public, arouse their interest, create a need or desire and finally, convince them to purchase the promoted product or service.

Among the linguistic resources used in advertising language are the use of persuasive, emotive, simple and easy to understand language, the use of short and direct sentences, the use of adjectives and positive verbs, the use of slogans and even the creation of new neologisms.

In terms of visual and sound resources, these include the use of attractive images, bright and striking colors, eye-catching typography, music and sound effects to create a sense of impact.

Advertising language is a fundamental tool for companies and brands seeking to promote and sell their products or services through persuasion and creativity in their advertising message.

Specialize on Trends and innovation in advertising language.

This academic program focuses on providing a solid and comprehensive training in advertising language, combining theory and practice in the realization of effective advertising campaigns. Students will learn about the different types of advertising, the essential elements that make up an advertisement, and advertising strategies and objectives. In addition, they will be taught to analyze advertising language from a linguistic and rhetorical perspective, market research and the adoption of new trends and tools in the advertising industry. At the end of the program, students will be trained to design and implement effective and creative advertising campaigns, applying persuasive and conventional techniques.