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Standard Oral and Written Spanish

Code: 103870
Credits: 6
2026/2027
Degree programme Type Course
Advertising and Public Relations FB 1

Contact lecturer

Name :
Emma Gallardo Richards
Email :
emma.gallardo@uab.cat

Teaching staff

Ferran Torra Portell
María Jesús Machuca Ayuso

Group languages

You can consult this information at the end of the document.

Prerequisites

A Spanish native level is required in order to follow the subject (C1-C2).

Objectives

The purpose of this subject is to improve the ability of analysis and production of texts for the media both in their oral and written variety. At the end of the course, students should know the main characteristics of a series of textual models, which will allow them to apply this knowledge to the composition of texts in Spanish.

Learning outcomes

  • CM10 (Evaluate persuasive messages in the two official languages to select appropriate forms of oral and written expression and avoid discriminatory uses of language.) Evaluate persuasive messages in the two official languages to select appropriate forms of oral and written expression and avoid discriminatory uses of language.
  • KM12 (Identify the linguistic and expressive resources of the Catalan and Spanish languages to produce persuasive oral and written messages.) Identify the linguistic and expressive resources of the Catalan and Spanish languages to produce persuasive oral and written messages.
  • SM11 (Create texts in Catalan and Spanish that are adapted to the structures of advertising and public relations messages, while using inclusive language.) Create texts in Catalan and Spanish that are adapted to the structures of advertising and public relations messages, while using inclusive language.

Contents

Topic 1. Orality and writing in publicity and public relations texts. Expressions of oral language and written language in different formats. Linguistic resources for the elaboration of texts. Norm and use in different publicity and public relations texts. Some of the normative problems in Spanish.

Topic 2. The textual units: statements and paragraphs. Constituents of the statement, concordance and order of words. Paragraph types. Use of connectors and referential elements.

Topic 3. Procedures of textual creation. Linguistic and extralinguistic factors: variation and creativity. Denotation and connotation. Creation of advertising statements and rhetoric.

Topic 4. Articulation, pronunciation problems and proper characteristics of oral language in the fields of advertising and public relations. The prosodic features: speed of elocution, pauses and distribution of the accents in the statement. Melodic patterns and sentence modality in Spanish.

Topic 5. The oral presentation. Linguistic resources for oral presentations. Preparation of oral interventions. Oral resources for oral presentation. Non-verbal communication.

The course content will be sensitive to issues related to gender perspective and the use of inclusive language.

Learning activities and methodology

Title Hours ECTS Learning outcomes
Classroom practices and seminars 33 1.32 CM10, KM12, SM11
Theory classes 15 0.6 CM10, KM12, SM11
Reading, analysis and synthesis of texts and documents, preparation and realization of papers 87.5 3.5 CM10, KM12, SM11
Tutorials 7.5 0.3 CM10, KM12, SM11

The methodology used in the directed activities combines master classes (for the presentation of the theoretical and descriptive contents of the course) with practical activities, which require the active participation of the students individually and in groups.

In the supervised activities, students must read, analyze and synthesize texts and mandatory reading documents, as well as prepare and carry out the activities assigned by the teacher.

The students will have support materials in the Moodle of the subject and with face-to-face tutorials.

A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find the various teaching materials deemed appropriate by the instructors and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the

competent authorities, the teaching staff will inform students of any modifications to the course schedule and teaching methodologies.

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Assessment

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Practice of analysis and production of written language samples 25% 1.5 0.06 CM10, KM12, SM11
Practice of analysis and production of oral language samples 25% 1.5 0.06 CM10, KM12, SM11
Required reading comprehension test 10% 0.5 0.02 CM10, KM12, SM11
Written test on the theoretical and descriptive contents of the course 40% 3.5 0.14 CM10, KM12, SM11

Continuous assesment

Throughout the course, students must complete the following assessments:

  • Practice exercises involving the analysis and production of written language samples (25%).
  • Practice exercises involving the analysis and production of oral language samples (25%).
  • Reading comprehension test on the required readings (10%).
  • Written exam on the theoretical and descriptive course content (40%).

The specific characteristics of each practice will be detailed during the course and can be consulted on the Virtual Campus. To pass the course, students must achieve a final grade equal to or higher than 5. The final grade will be calculated using the percentages indicated above. Students will receive a grade of "Not Assessable" if they have submitted less than 30% of the assessment activities. Those who have completed more than 30% will be graded according to the established weighting.


Single assesment

Students must complete the following assessments:

  • Practice exercises involving the analysis and production of written language samples (25%).
  • Practice exercises involving the analysis and production of oral language samples (25%).
  • Reading comprehension test on the required readings (10%).
  • Written exam on the theoretical and descriptive course content (40%).

The date for the theoretical exams and the submission of the practice exercises will be announced on the Virtual Campus at the beginning of the course.

The conditions for passing and resitting the course are the same as for students following continuous assessment.


Resit exam

Students will be entitled to reassessment in the course if they have been evaluated on a set of activities accounting for at least two-thirds of the total course grade. Additionally, to be eligible for the resit, students must have obtained a minimum average grade of 3.5.


WARNINGS:

Spelling mistakes, as well as errors in punctuation, morphosyntax, and vocabulary, will be penalized with -0.2 points each. If there are more than 15 mistakes or grammatical errors, the test will be considered failed with a grade of 0 and must be retaken in the resit. Students may only resit a maximum of two out of the four assessments.

If a student commits any irregularity (copying, cheating, plagiarism, identity fraud, use of artificial intelligence, etc.) that may lead to a significant alteration of the grade of an assessment activity, that assessment activity will be graded with a 0, regardless of any disciplinary proceedings that may be initiated. In the event of multiple irregularities in the assessment activities of the same course, the final grade for the course will be 0.

In this course, the use of Artificial Intelligence (AI) technologies is not permitted at any stage, unless otherwise indicated by the teaching staff. Any assignment containing content generated by AI will be considered a breach of academic integrity and may result in a partial or total penalty to the assignment grade, or more serious sanctions in severe cases.

Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded zero, and the student may be subject to further disciplinary action.

Bibliography

Basic bibliography

  • BRIZ, Antonio (coord.) (2008): Saber hablar, Madrid: Instituto Cervantes-Aguilar.
  • GÓMEZ TORREGO, Leonardo & Sara ROBLES ÁVILA (2014): Transgresiones idiomáticas en el lenguaje de la publicidad, Madrid: Cátedra.
  • HERNÁNDEZ GUERRERO, José Antonio & María del Carmen GARCÍA TEJERA (2004): El arte de hablar: manual de retórica práctica y de oratoria moderna, Barcelona: Ariel.
  • REAL ACADEMIA ESPAÑOLA (2019): Libro de estilo de la lengua española: según la norma panhispánica, Madrid: Planeta.
  • REGUEIRO RODRÍGUEZ M.ª Luisa & Daniel M. SÁEZ RIVERA (2013): El español académico. Guía práctica para la elaboración de textos académicos, Madrid, Arco/Libros.
  • REYES, Graciela (1998): Cómo escribir bien español, Barcelona: Arco/Libros.
  • ROBLES ÁVILA, Sara & M.ª Victoria ROMERO (coords.) (2010): Publicidad y lengua española: un estudio por sectores, Zamora-Sevilla: Comunicación Social.
  • ROMERO, M.ª Victoria (2005): Lenguaje publicitario. La seducción permanente, Barcelona: Ariel.
  • SÁNCHEZ LOBATO, Jesús (coord.) (2006): Saber escribir, Madrid: Instituto Cervantes-Aguilar.
  • SANZ ÁLAVA, Inmaculada (2007): El español profesional y académico en el aula universitaria. El discurso oral y escrito, Valencia: Tirant lo Blanc.
  • SERAFINI, M. Teresa (2007): Cómo se escribe, Barcelona: Paidós.
  • VAN DIJK, Teun A. (2000) (comp.): Estudios sobre el discurso: una introducción multidisciplinaria, Barcelona: Gedisa.

Specific bibliography

Throughout the course, the mandatory and complementary bibliographic references fundamental for the follow-up of the course will be provided.

Software

Not required.

Course groups and languages

The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE

Type of teaching Group Language Semester Shift
(TE) Theory 5 Spanish first semester afternoon
(SEM) Seminars 51 Spanish first semester afternoon
(SEM) Seminars 52 Spanish first semester afternoon
(SEM) Seminars 53 Spanish first semester afternoon