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Lecturer(s)
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Course content
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1. Advertising - general introduction. Is advertising necessary? Will it disappear? 2. History of advertising 3. Advertising and society, Advertising in times of crisis, Reaction to advertising (Gaussian curve, change in behavior - loans, debt). 4. Media (print, TV, radio, video, multimedia, billboards, internet), level of technology in advertising, new trends in advertising. 5. Modification of advertising according to the recipient (culture, state, awareness), advertising and children. 6. Creativity in advertising (advertising for washing powders, cars, alcohol), humor in advertising, nudity in advertising. 7. Personalities in advertising (painter, directors, stars), advertising personalities (David Ogilvy, Olivier Toscani, Barnum). 8. Logo, corporate identity, history of logos of selected brands (Coca Cola, Marlboro, Škoda, Mercedes). 9. Advertising for a service or goods intended for sale x advertising for charity, education (tragedy, idea, mission, free), educational advertising; emotional, constructive, productive advertising. 10. Truth in advertising, subliminal advertising; comparative advertising. 11. Code of ethics for advertising agencies 12. Advertising agency x client (large RA, medium and small RA - structure, types - production, advertising, network, media), advertising associations ARA, AKA. 13. Advertising competitions (Grand Slam - Clio, ...).
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Learning activities and teaching methods
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Lecture, Practicum
- Contact hours
- 39 hours per semester
- Graduate study programme term essay (40-50)
- 40 hours per semester
- Preparation for comprehensive test (10-40)
- 10 hours per semester
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| prerequisite |
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| Knowledge |
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| to be familiar with the basic concepts of communication, media and marketing, to understand the basic principles of promotion and perceive the relationship between advertising and customer needs, to critically perceive and evaluate advertising messages, to have an awareness of the role of advertising in society and a basic idea of the functioning of creative processes and media communication |
| Skills |
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| independently reflect on media messages, orientate themselves in the current media space, search for and sort relevant information, formulate their own opinion on advertising communication and basically analyze and evaluate advertising messages in terms of content, target group and form used |
| Competences |
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| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
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| understands the principles of advertising (communication) in the contemporary world (business, education, informational, political advertising), understands the basic principles of promotion, is aware of the position of advertising agencies in society, understands the mutual influence of the development of society (technical, social, etc.) and advertising, is familiar with the contemporary advertising industry and understands the principles of cooperation with the advertiser |
| Skills |
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| is familiar with the advertising industry, is able to evaluate the correct procedures for creating advertising campaigns |
| Competences |
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| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
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| Lecture |
| Practicum |
| Skills |
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| Lecture |
| Competences |
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| Lecture |
| assessment methods |
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| Knowledge |
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| Skills demonstration during practicum |
| Group presentation at a seminar |
| Skills |
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| Group presentation at a seminar |
| Skills demonstration during practicum |
| Competences |
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| Skills demonstration during practicum |
| Group presentation at a seminar |
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Recommended literature
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Pincas, Stéphane; Loiseau, Marc. Dějiny reklamy. Praha: Slovart, 2009. ISBN 978-80-7391-266-6.
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Tellis, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada Publishing, 2000. ISBN 80-7169-997-7.
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