Publicidad y patrimonio literario: estudio de caso y propuestas en el aula universitaria

Advertising discourse is present in society and is a key message in the cultural imaginary. This medium evolves due to technology and its transformations are parallel to the changes in the reader model, which highlights the importance of teaching and learning to read advertising in linguistic-literary training contexts. Having in mind the value of the advertising discourse in didactics, this research starts from the training needs of future teachers in knowing and interpreting advertising and, specifically, the literary references of heritage that are found in it and that come from the original texts. To undertake this hypothesis, the complementary quantitative and qualitative methodology is applied within a two-part study that compares the Universities of La Rioja and Almería; specifically, this research carries out the diagnosis of the student’s knowledge and, also, analyzes the study plans, teaching guides and training plans of the contents related to the media. The results show that the students do not have preplanned training; their experience offers few practices. This lack of training should, therefore, be corrected in the corresponding studies. Finally, and to provide effective solutions for teaching practice that allow paving the way in this direction, lines of work are offered for the university classroom. As an example, the advertising texts included in Life as a Story, a campaign from a prestigious clothing and accessories brand are taken