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Lecturer(s)
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Charvátová Denisa, Mgr. Ph.D.
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Course content
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1. The role of advertising in society 2. Principles of advertising 3. Evaluation of advertising effectiveness 4. Advertising and radio 5. Advertising and film 6. Advertising and television 7. Advertising and the Internet 8. Color perception and the method of six hats 9. Regulation of advertising 10. Ethics and social responsibility of advertising 11. Advertising before 1989 in Czechoslovakia 12. Prominent figures in advertising: George Gallup, David Ogilvy, Oliviero Toscani 13. Success of Czech advertising: Baťa, Brussels Expo 58
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Learning activities and teaching methods
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unspecified, unspecified, unspecified, unspecified, unspecified
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Learning outcomes
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The subject Media communication and advertising is focused on insight into the field of advertising messages.The interpretation will therefore first be devoted to the history and development of advertisign, following the development of individual media. Subsequently, the course introduces students to the role of advertising in society, its regulation, ethics and social responsibility. The space will also be available to prominent figures in advertising and the Czech advertising footprint.
The student will learn about the role of advertising in society. He will be able to understand the issues of advertising regulation, ethics and social responsibility of advertising. The student is familiar with the development of advertising.
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Prerequisites
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none
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Assessment methods and criteria
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unspecified
In order to succesfully complete the course, the student is required to choose one advertisement/advertising campaign that caught their attention in the media or public space. They will then subject it to a closer analysis. The conclusions of the analysis will be presented on the one hand at joint meetings, on the other hand a research report in the range of 8-10 standard pages will be required.
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Recommended literature
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KENNETH, E. CLOW, DONALD BAACK. Reklama, propagace a marketingová komunikace. Praha. ISBN 978-80-251-1769-9.
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Mc Luhan, M. Jak rozumět médiím. Praha: Odeon, 1991.
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MC QUAIL, D. Úvod do teorie masové komunikace. Praha: Portál, 2009. ISBN 978-80-7367-574-5.
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Ogilvy, D. Ogilvy o reklamě. Praha: Management Press, 2011.
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Toscani, O. Reklama je navoněná zdechlina, Slovart, 1996.
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VYSEKLALOVÁ, J. PSYCHOLOGIE REKLAMY. Grada, Praha, 2012, ISBN 978-80-247-4005-8.
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