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Lecturer(s)
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Stránský Michal, Mgr. PhD.
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Weberová Dagmar, doc. PhDr. Ph.D., MBA.
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Course content
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Discussed topics: - Theoretical foundations of semiotics; - Communication process from the point of view of art, media and advertising; - Logo, its means of expression; - Syntax of print and audiovisual advertising; - Semantics of advertising; - Intertextuality in advertising; - Myths, fables, superstitions and fairy tales in advertising; - Religious symbols and biblical stories in advertising; - Philosophical aspects in semiotics.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Term paper
- 24 hours per semester
- Preparation for examination
- 25 hours per semester
- Home preparation for classes
- 25 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set |
| Prerequisities are not set |
| learning outcomes |
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| name the main representatives of the history of semiotics and describe their theoretical starting points |
| name the main representatives of the history of semiotics and describe their theoretical starting points |
| define the basic concepts of semiotics |
| define the basic concepts of semiotics |
| describe the research methods of semiotics |
| describe the research methods of semiotics |
| explain the process of analyzing advertising communications using semiotics |
| explain the process of analyzing advertising communications using semiotics |
| explain the application of research methods of semiotics in advertising practice |
| explain the application of research methods of semiotics in advertising practice |
| Skills |
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| reflect an overview of the history of semiotics |
| reflect an overview of the history of semiotics |
| use the basic tools of semiotics in the process of creating a communication strategy |
| use the basic tools of semiotics in the process of creating a communication strategy |
| analyze advertising messages using semiotics |
| analyze advertising messages using semiotics |
| apply research methods of semiotics to advertising practice |
| apply research methods of semiotics to advertising practice |
| implement the theory of semiotics in the process of designing and creating an advertising campaign |
| implement the theory of semiotics in the process of designing and creating an advertising campaign |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Written examination |
| Written examination |
| Preparation of a presentation |
| Preparation of a presentation |
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Recommended literature
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BATKO, Andrzej. The art of persuasion: the language of influence and manipulation. Gliwice: One Press, 2017. ISBN 9781520723105.
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Bignell, Jonathan. Media semiotics : an introduction. 2nd ed. Manchester ; New York : Manchester University Press, 2002. ISBN 978-0-7190-6205-6.
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DANESI, Marcel. Understaning media semiotics. London: Bloomsbury academic, 2019. ISBN 978-1-350-06416-4.
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GALKOWSKI, Artur & KOPYTOWSKA Monika. Current Perspectives in Semiotics.Signs, Signification, and Communication. Berlin: Peter Lang GmbH, 2018. ISBN 3631744307.
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GRAVELLS, Jane. Semiotics and Verbal Texts: How the News Media Construct a Crisis. London: Palgrave Macmillan UK, 2017.
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CHANDLER, Daniel. Semiotics: The Basics: The Basics (4th ed.). 2022. ISBN 978036772653.
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LAWES, Rachel. Using semiotics in marketing: how to achieve consumer insight for brand growth and profits. London: Kogan Page, 2023. ISBN 9781398607644.
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WHEELER, Alina. Designing brand identity: an essential guide for the entire branding team. Hoboken: Wiley, 2013. ISBN 978-0470401422.
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