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PROGRAMA OFICIAL
2015 / 16

ASIGNATURA

Inglés especializado en Publicidad y Relaciones Públicas

CRÉDITOS ECTS3,00
CODIGO DE LA ASIGNATURABANGPUB
IDIOMA EN QUE SE IMPARTEInglés  
ESTUDIOS
CÓDIGO
TITULACIÓN
TIPO
CURSO
SEMESTRE
GCTV
Grau en Cinema i Televisió
Optativa
Tercero
GPME
Grau en Periodisme
Optativa
Tercero
GPRP
Grau en Publicitat i Relacions Públiques
Optativa
Tercero

PRERREQUISITOS

1.    PREREQUISITES:       Students must have completed the four levels of English for Communication Studies at this university or have Cambridge First Certificate or equivalent.

CONOCIMIENTOS PREVIOS

1.    PREVIOUS KNOWLEDGE: This class is intended for third-year students majoring in Communication Studies and specializing in Advertising and Public Relations, who have an English level equivalent or superior to Cambridge First Certificate (B2 in the Common European Framework).

ASIGNATURAS QUE SE HAN DE CURSAR SIMULTÁNEAMENTE

None

DESCRIPCIÓN DE LA ASIGNATURA

1.    COURSE DESCRIPTION:

English for Advertising has been designed according to the needs of students majoring in advertising and who have successfully completed the four levels of English for Communication Studies. It builds on those exercises that revolve around advertising and which are part of the program for first and second year students. The choice of areas in which English is typically used was determined through interviews with advertising experts who teach in our department, and professionals who work in prominent Barcelona advertising agencies. The course has a twofold approach which is structured as follows.



            Block 1 (Entire Group) – Conceptual and analytical elements: This class explores professional advertising language and concepts related to all aspects of advertising history, theory, every-day practices, production of ads, pitches and presentations.

            Block 2 (Learning Unit) – Presentation techniques: In the Learning Unit, students will work on presentation techniques specific to advertising, including a video recorded self-presentation for a specific job vacancy and a written self-evaluation of a video-recorded presentation.

 

This course belongs to Module 1: Linguistic expression, and is part of the block of elective credits that the School has established in accordance with state legislation. 

 

COMPETENCIAS

1.            COMPETENCES:

  1.  Knowledge and correct oral and written use of English.

1.1  Consolidation of and improvement improve upon the skills and knowledge of English acquired in English for Communication Studies I-IV, reaching a level of oral fluency and comprehension of both written and spoken English that is equal or superior to Cambridge Advanced ( C1 in the Common European Framework).

  1.  Basic ability to understand communicative production, both written and audiovisual, in Standard English.
  2.  Ability to discuss and write correctly texts and other media products related to communication.

3.1  Development of students’ critical ability and expository writing skills, specifically related to advertising both in terms of conceptualizing theoretical aspects of advertising as well as intra/inter-agency communication.

3.2  Knowledge of both the techniques and the language associated with principal theoretical and practical aspects of advertising, publicity, and marketing. 

 

CONTENIDOS

6.            CONTENTS:

Block 1 (Entire Group)

I.           The Language and Concepts of Branding

A.   Reading and analysis of the concept of branding and several case studies of successful and unsuccessful instances of branding, and the conclusions to be drawn

B.   Language exercises relevant to specific technical language of brands, branding, advertising and publicity.

C.   Presentation of a branding case study.

 

II.         Writing a Meeting Report/Minutes of a Meeting

A.   Studying the format of a meeting report

B.   Analysis of the language use in a sample report: content and function

C.   Listening to (attending) a post-production meeting for an ad video

D.    Composition of the report

E.   Feedback and rewrites

F.    Language exercises

III. Branding Campaign

A. Revisiting branding concepts

B. The brief

C. The pitch

 

Block 2 (Learning Unit)

 

I. Self-presentation in an advertising environment

A.   Sample video presentations for a job position.

B.   Analyses and selection of job ads.

C.   Objectives of the presentation

D.   Structuring

E.   Video-recorded presentation

F.    Screening and self-evaluation of presentation

G.   Language exercises

 

METODOLOGÍA

7.            METHODOLOGY:

Task-based methodology is used, with the analysis of theoretical and practical aspects broken down into a series of discrete tasks as listed in the syllabus. Each task consists of a pre-task containing both language and content input; a task cycle which includes planning and executing a real task related to theoretical or practical aspects of advertising; and a report or outcome, which may be either oral or written depending on the nature of the task. Some tasks are individual; others are done in small groups of 3-4 students. This course includes, therefore:

 

a

Classroom instruction

b

Individual exercises in class

c

Individual exercises outside of class

d

Reading of texts

e

Viewing of videos

f

Group exercises in class

g

Group exercises outside of class

i

Presentations in class

j

Participation in class

k

Preparation of exams

l

Taking of exams

 

More specifically, in the Entire Group, all of the above methodologies will apply, including a final exam to evaluate students’ assimilation of vocabulary and concepts imparted in the course.

 

In the Learning Unit, the methodologies used will be:

 

a

Classroom instruction

b

Individual exercises in class

c

Individual exercises outside of class

f

Group exercises in class

g

Group exercises outside of class

j

Participation in class

 

The outcome of the Learning Unit will be a series of theoretical and applied texts relevant to the field of advertising and publicity.

EVALUACIÓN

7.            GENERAL EVALUATION: 

The final grade in the course will be the result of the mathematical calculation based on the two partial grades.  The general evaluation will be based on:

a) a written exam

b) a listening comprehension test (meeting report)

c) individual exercises

d) group exercises

f) presentations in class

1.    Entire group (65% of final grade)

A.   Exams – There is one written final exam which constitutes 50% of the final grade in the Entire Group.

B.   The remaining 50% of the group grade is based on the following types of exercises:

b)  Individual exercises in class

i)   Presentations in class

f)   Group exercises in class.

 

Doing 70% of class exercises is a prerequisite for taking the final exam. Students who do not meet this requirement will not have the right to take the exam at either the first or the second sitting and must repeat this block of the course the following term.

 

Students whose Group grade is insufficient to pass (but who have met the requirement stipulated above) can re-sit the final exam in the second exam sitting. In the second exam sitting, the class work grade (based on exercises) will be kept, so the final exam will still constitute the same 50% of the grade for the Entire Group.

 

2.    Learning unit: Writing theoretical and expository texts (35% of final grade)

a. Studying structures, and formats of advertising-related texts.

b. Writing exercises in class

c. Writing and rewriting outside of class

 

 

Doing 80% of class exercises is a prerequisite for passing the Learning Unit. Students who do not meet this requirement will not pass the Learning Unit and must repeat this block the following term.

 

In the second sitting, students whose work in the Learning Unit was insufficient will have to produce both a case study of a branding example of their own choosing as well as a written rendition and self-assessment of their self-presentation within the deadlines and in the format established by the teacher of the course.

 

Students must achieve passing grades in both the Entire Group and the Learning Unit in order to pass the course.  If a student fails to pass both blocks in the second exam sitting, he/she must register for the class again in the next academic year, as must a student whose participation was not sufficient to earn the right to be evaluated.

 

 

CRITERIOS DE EVALUACIÓN DE RESULTADOS

CRITERIA FOR EVALUATING RESULTS:

Competence 1:

The student must demonstrate knowledge and correct oral and written use of English. (A, B, C, D)

Competence 2:

The student must demonstrate a basic ability to understand communicative production, both written and audiovisual, in Standard English. (B, C, D)

Competence 3:

The student must be able to discuss and write correctly texts and other media products related to communication. (A, B, C, D)

BIBLIOGRAFÍA BÁSICA

7.            BIBLIOGRAPHY:

 

REQUIRED TEXTBOOK:
Specially designed task material compiled in the dossier English for Advertising (Klaus Zilles, latest revision Spring 2015)
Several chapters and excerpts from: Ries, Al and Laura Ries. The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand. 1998.

BIBLIOGRAFÍA COMPLEMENTARIA

Bibliography COMPLEMENTARY MATERIALS

 

Brierly, Sean (1995). The Advertising Handbook. Routlege. London and New York.

Brown, H. Douglas (1987). Principles of Language Learning and Teaching. Englewood Cliffs, NJ: Prentice Hall Regents.

Olins, Wally (2003). On Brand. Thames and Hudson

Ries, Al and Laura Ries (1998). The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.

Willis, Jane. (1996).A Framework for Task-Based Learning. Longman

 

PREPARADO POR:   
Klaus Zilles
FECHA DE LA ÚLTIMA REVISIÓN22/07/2015