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Lecturer(s)
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Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
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Gamalová Kamila, Mgr. MBA
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Course content
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1. Concept and definition of creativity. 2. Creativity and originality ? theoretical foundations. 3. Creativity of selected advertising personalities ? knowledge of historical contexts. 4. Basic areas and types of creativity. 5. Barriers and myths of creativity. 6. Creativity ? part of the activities of preparing an advertising campaign. 7. Developing creativity ? positive creativity. 8. Creative methods and techniques. 9. Stages of finding an idea and solving a problem. 10. Creativity in the field of MC's strongest emotional appeals (humor). 11. Creativity in the field of MC's strongest emotional appeals (sex). 12. Creativity in the area of MC's strongest emotional appeals (fear, etc.). 13. Creativity in the creation of advertising headlines, slogans and names.
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Learning activities and teaching methods
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- Participation in classes
- 25 hours per semester
- Home preparation for classes
- 25 hours per semester
- Term paper
- 21 hours per semester
- Educational trip
- 4 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge |
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| Define Principles of Creativity |
| Define Principles of Creativity |
| Explain Relationship Between Creativity and Originality. |
| Explain Relationship Between Creativity and Originality. |
| List Important Personalities in Creativity. |
| List Important Personalities in Creativity. |
| Describe Barriers of Creativity. |
| Describe Barriers of Creativity. |
| Explain Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| Explain Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| Skills |
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| Apply Principles of Creativity |
| Apply Principles of Creativity |
| Analyze Relationship Between Creativity and Originality. |
| Analyze Relationship Between Creativity and Originality. |
| Apply Knowledge of Important Personalities in Creativity. |
| Apply Knowledge of Important Personalities in Creativity. |
| Analyze Barriers of Creativity. |
| Analyze Barriers of Creativity. |
| Apply Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| Apply Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Educational trip |
| Educational trip |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
|---|
| Individual work of students |
| Individual work of students |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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ALTSTIEL, Tom; GROW, Jean M.; AUGUSTINE, Dan; JENKINGS, Joanna L. Advertising Creative: Strategy, Copy, and Design. 6th edition. SAGE Publications, 2022. ISBN 978-1071846650.
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BROUWERS, Steve. Creatives on Creativity. Louster, 2021. ISBN 9789460582837.
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CATMULL, Ed a Amy WALLACE. Creativity, Inc.: overcoming the unseen forces that stand in the way of true inspiration.. 2014. ISBN 9780593070093.
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CSIKSZENTMIHALYI, Mihaly. Creativity: the psychology of discovery and invention. 2015. ISBN 0062283251.
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LANDA, Robin. Advertising by design: generating and designing creative ideas across media. Third edition. Hoboken: Wiley, 2016. ISBN 9781118971079.
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PRATT, Garry. The creativity factor: using the power of the outdoors to spark successful innovation. London: Bloomsbury business, 2022. ISBN 978-1-399-40037-4.
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SHEN, Wangbing; WANGSuyuhan; YU, Jie; LIU, Zongying; YUAN, Yuan a LU, Fang. Applied Cognitive Psychology. 2021.
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