Communication Essentials: Advertising, Literary Forms, and News Reporting

Posted on Jun 20, 2025 in Training and Employment Advise

Advertising Fundamentals

Advertising is a communication system where an issuer aims to influence specific receptors to act in a certain way.

An advertisement is a form of publicity that presents an idea or product attractively, with the primary objective of influencing the receiver’s behavior.

Advertising language should be:

  • Original in form.
  • Concise, transmitting much information in little space.
  • Expressive.

The slogan is an essential tool of advertising language, summarizing a campaign’s content and transforming it into a memorable symbol.

Sentence Structures in Language

Classes of Sentences

Sentences can be classified by modality, allowing us to identify:

  • Declarative sentences
  • Interrogative sentences
  • Exclamatory sentences
  • Hesitant sentences
  • Optional sentences
  • Hortatory sentences
  • Possibility sentences

Based on the number of verbs, sentences are classified as:

  • Simple: Containing only one personal verb form.
  • Compound: Containing more than one personal verb form.

Classification also considers the nature of the predicate.

Active and Passive Sentences

  • Active Sentences: Predicative sentences that have an agent subject and a verb in the active voice.
  • Passive Sentences: Predicative sentences that have a patient subject and a verb in the passive voice.

Popular Lyric Poetry

Popular lyric poetry consists of works that are generally anonymous, transmitted orally, and preserved in collective memory from generation to generation.

The Popular Songbook

The Popular Songbook is a collection of compositions created by the people and transmitted through singing in various contexts, such as:

  • Farming songs
  • Sailor songs
  • Spinning songs (Fiadeiro)
  • Festivals
  • Processions

Themes in Popular Ballads

The themes of popular ballads often refer to rural customs and include a wide variety of subjects:

  • Love problems
  • Discussions between boys and girls
  • The joy of festivals
  • And many more.

Forms and Stylistic Resources

Common forms include:

  • Couplet: Stanzas of 4 verses, generally hexasyllabic or octosyllabic, with assonance rhyme in pairs.
  • “Us” (Estrofa): A 3-octosyllabic verse where the first and third lines rhyme in assonance, often followed by several triplets or sung with a tambourine.
  • Muiñeira: A composition with an unlimited series of stanzas of several verses, often considered a minor art form.
  • Romance: A composition with an unlimited series of eight-syllable verses with assonance rhyme in pairs; it typically has a narrative character.

Regarding stylistic resources, popular compositions almost always use repetition or parallelism. These techniques help provide a popular lexicon and aid memorization. The syntax is generally very simple.

News Reporting

News is an informative journalistic genre that reports a current event considered of public interest.

Characteristics of News

News typically has two main characteristics:

  1. An objective approach, which means it is incompatible with expressing the journalist’s personal opinion or using the first person singular (“I”) or plural (“we”).
  2. It aims to answer the fundamental questions:
    • What happened?
    • Where did it happen?
    • To whom did it happen?
    • When did it happen?
    • How did it happen?
    • Why did it happen?

Structure of News

The structure of a news report includes:

  • Headlines: The main titles or text that express the most important information.
  • Lead (Entrada): Provides the essential information from the news headline.
  • Body: Contains every detail that provides further information.

Literary Lyric Poetry

Literary lyric poetry consists of poetic compositions by known authors who express their emotions about the world and their personal vision.

Themes in Literary Lyric

The themes of literary lyric are very varied, including:

  • The passage of time
  • Death
  • Love
  • And many other profound subjects.

Style of Literary Poetry

In general, the style of literary poetry is more developed than that of popular lyric. It utilizes all kinds of stanzas from literary tradition, such as:

  • Triolets
  • Quatrains
  • Harps (Liras)
  • Sonnets
  • And many more.

It is also very common, especially in the 20th century, to use free verse.

Subgenres of Lyrical Poetry

  • Ode: A composition with a solemn tone.
  • Eclogue: Deals with matters of love in an idealized rural setting.
  • Elegy: Expresses misfortune, generally the death of a person.