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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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1. Theoretical starting points of semiotics. 2. Main representatives of semiotics and semiotic research methods. 3. Communication process from the point of view of art, media and advertising. 4. Brand building and strategic brand management. 5. Logo, its means of expression and expression. 6. Design manual - application of the logo and visual elements of the brand into practice. 7. Syntax of print and audiovisual advertising - main features of print and audiovisual advertising, their characteristics. 8. Semantics of advertising - emotions in advertising, genre in advertising. 9. Intertextuality in advertising - works of art and their functional use in the creation of advertising communications. 10. Myths, fables, rumours, superstitions and fairy tales in advertising. 11. Brand personality - brand archetypes, brand and myth-making system. 12. Religious symbols and biblical stories in advertising. 13. Comic characters in advertising.
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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 |
|---|
| 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 |
|---|
| 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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