The learning objectives of this course focus on developing the student's ability to understand, analyze, and produce persuasive discourse, with particular emphasis on the political and advertising sectors. The aim is to equip students with the necessary skills to identify and apply the universal principles of persuasive communication, as well as to recognize and effectively use various argumentative resources, discourse markers, and elements of emotional persuasion typical of these genres. The course seeks to train students in both the critical analysis of political and advertising texts and the structured creation of such texts, providing tools to assess the effectiveness of persuasive strategies and to develop their own discourses with specific objectives.

Knowledge and Understanding

• Understanding of the distinctive themes and challenges of the discipline, including identifying connections with prior knowledge.

Applying Knowledge and Understanding

• Ability to apply skills and knowledge in international professional and work-related contexts, with a particular focus on entrepreneurship and corporate communication management.

Making Judgements

• Encouraging students to develop independent decision-making, work organization, hypothesis formulation, problem-solving, and the ability to construct critical arguments and personal evaluations.

Communication Skills

• Ability to clearly and comprehensibly convey knowledge, ideas, issues, and solutions to non-specialist audiences using appropriate language.

Learning Skills

• Enhancing previous study skills with a suitable level of critical maturity to foster autonomous learning.

Teamwork and Multicultural Interaction

• Developing collaboration and effective communication skills within teams, respecting cultural diversity, and contributing constructively to shared goals.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

The course adopts a mixed methodology that combines theoretical and practical lessons in the classroom. Lectures will provide the foundation for persuasive communication, political and advertising discourse, and argumentation. Practical activities will include the analysis of real speeches, exercises on persuasive strategies, and the creation of political and advertising communications. Students will engage in individual and group research on contemporary cases, with classroom presentations aimed at stimulating debate, critical thinking, and effective oral communication, fostering collaborative learning and deeper exploration of the topics covered.

Innovative teaching methods

The course adopts a mixed methodology that integrates blended learning, combining online resources with in-person lessons to offer greater flexibility. Students will collaborate online using tools such as Google Docs and Trello, facilitating group work even remotely. Additionally, they will participate in MOOCs to delve deeper into related topics, fostering autonomous learning and the exploration of supplementary content. Practical activities include the analysis of digital case studies, such as social media campaigns and online advertising strategies, to explore the use of new media in persuasive communication.

Course books

Domínguez-García, M. N. (2019). Marcadores del discurso y argumentación. In Guía práctica de pragmática del español (pp. 185-195). Routledge.

Fuentes Rodríguez, C. y Brenes Peña, E. (2019). Argumentación y discurso político. In Guía práctica de pragmática del español (pp. 164-174). Routledge.

Hernández Toribio, M. I. y Mariottini, L. (2019). Persuasión emocional, argumentación y publicidad. In Guía práctica de pragmática del español (pp. 196-205). Routledge

Martínez, A. F. (1993). El lenguaje de la publicidad. Arco libros.

Fajardo, L. A. M. (2016). El lenguaje político: características y análisis del discurso político con ejercicios y clave. Maggioli Editore.

Muñoz-Basols, J. y Pérez Sinusía,Y. (2022). Técnicas de escritura en español y géneros textuales. Routledge, cap. 6

Santiago-Guervós, J. (2005): Principios de comunicación persuasiva. Arco/Libros.

Santiago-Guervós, J. (2020): “La comunicación persuasiva: discurso político y discurso publicitario”, Escandell Vidal, M. V., Amenós Pons, J. y Ahern, A. K. (eds.), Pragmática, Akal, pp. 427-445.

Santiago-Guervós, J. (2024). Discurso y persuasión. Arco libros.
Santos López, J. y Mapelli, G. (2023). El lenguaje político. In Las lenguas de especialidad en español (pp. 171-198). Carocci editore.

Assessment

The course assessment consists of various components. Students are required to complete a written research paper, with a maximum length of 10 pages, focusing on advertising texts (30% of the final grade) and political texts (30% of the final grade), using examples provided by the instructor. Additionally, an oral exam will include the presentation of the research work, featuring direct interaction with the instructor (20% of the final grade), along with a series of theoretical questions on the course content, contributing the remaining 20% to the overall evaluation.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Teaching

Identical to those of attending students.

Course books

They will be published on the course's Moodle platform.

Assessment

Identical to that of attending students. Please get in touch with the professor for further details.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.