Educational guide 2020_21
Facultade de CC. Sociais e da Comunicación
Grao en Publicidade e Relacións Públicas
 Subjects
  Language: advertising language in Galician
   Contents
Topic Sub-topic
UNITY 1. COMMUNICATION, LANGUAGE AND LANGUAGES: THE GALICIAN TONGUE

1.1. Communication and language.
1.2. Verbal and non verbal communication.
1.3. Unity and diversity in languages: the Galician language and its varieties.
UNITY 2. DOMAINS AND REGISTERS OF THE LANGUAGES: THE USES OF GALICIAN. 2.1. Linguist functions, uses and registers.l
2.2. Spoken and written expression in Galician: orthophony and spelling.
2.3. The Galician tongue and its history: mass media and advertising in Galician.

UNITY 3: GRAMMAR AND LEXICON IN ADVERTISING: ADVERTISING LANGUAGE IN GALICIAN. 3.1. Phonetics and prosody. The phonological structure and the graphic uses of Galician. Intonation and signs of punctuation.
3.2. Morphology and syntax: Galician grammars. Word formation. The classes of words and grammatical categories. Syntactic relations and sentence construction. Classification of sentences.
3.3. Lexicon and semantics: Galician dictionaries. Lexical usage and abuse. Lexical choice. Interferences and neologisms. Semantic relations.
UNITY 4: PROPAGANDA AND ADVERTISING MESSAGES: PRODUCTION AND RECEPTION OF ADVERTISING IN GALICIA
4.1. The Galician linguistic community. Language, identity and power. Social prestige and linguistic prejudices.
4.2. Standard language and linguistic nationalism. International language and globalization of culture.
4.3. Multilingualism and bilingualism. Diglosia and semilingualism. Monolingualism.
UNITY 5. ANALYSIS OF ADVERTISING LANGUAGE. TEXTS AND THE DISCOURSE OF ADVERTISING IN GALICIAN.
5.1. Textual analysis: coherence, cohesion, grammaticality and intertextuality of ads in Galician. Discourse markers. "Repeated discourse".
5.2. Stylistic analysis: adequacy and style in advertising texts in Galician.
5.3 The rhetorics of advertising communication: globalization and localization. The language of the market, of politics and of culture.
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