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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 advertising, 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 becomes familiar with the role of advertising in society. They will be able to understand issues related to the regulation of advertising, as well as its ethical dimensions and social responsibility. The student is also acquainted with the historical 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
Successful completion of the course requires continuous coursework consisting of three components: a presentation, active participation in discussions, and a seminar paper. 1) Presentation Students will prepare and deliver a presentation on a selected topic within advertising as a form of media communication. Assessment criteria include in particular: formulation of a research question and clear definition of the topic; theoretical grounding; methodology and justification of the selection of advertising materials; quality and depth of the analysis of advertising messages; structure, clarity, and adherence to the time limit; preparation for the subsequent discussion. Maximum score: 15 points. A presentation is a mandatory requirement; without delivering the presentation, the course cannot be successfully completed. 2) Active Participation in Discussions Each presentation is followed by a joint discussion. Students are expected to participate actively throughout the semester. Points may be awarded for: responding to classmates' presentations; asking questions; offering comments and critical reflections; engaging in collective debate. Passive physical attendance does not count as participation. Maximum score: 10 points. 3) Seminar Paper Students will submit a seminar paper building on the topic of their presentation. Requirements: length: approx. 6-8 standard pages; compliance with the conventions of academic writing; engagement with scholarly literature; integration of theory with the analysis of advertising messages. Maximum score: 15 points. Deadlines Topic selection deadline: 5 March 2026 Presentation date: 17 April 2026 (second joint session) Seminar paper submission deadline: 10 June 2026 All deadlines are binding and non-negotiable. Overall Assessment A total of 40 points can be obtained. To successfully complete the course, students must obtain at least 24 points. The final number of points awarded reflects the overall quality of submitted work.
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Recommended literature
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Chaloupková, H., Holý, P. Zákon o provozování rozhlasového a televizního vysílání a předpisy souvisící ? komentář. Praha: C. H. Beck, 2004.
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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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VYSEKLALOVÁ, J. Psychologie reklamy. Grada Publishing, Praha, 2007.
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