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Lecturer(s)
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Course content
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1. Preparing and understanding the creative brief. 2. Creative process, brainstorming, idea making. 3. The copywriter and his partners. Teamwork. 4. AIDA and ADAM rules. 5. How to make a title, creating a slogan. 6. The meaning and creation of headlines in advertising text. 7. Texts of advertising on the Internet. 8. Text of advertising printed materials (leaflet, brochure, catalogue). 9. Text of advertisements and television and other audiovisual commercials. 10. Text of radio advertisements. 11. Text of outdoor advertising, text of point-of-sale advertising. 12. Text of means of direct promotion. 13. Press release and PR article.
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Learning activities and teaching methods
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Practice exercises
- Participation in classes
- 10 hours per semester
- Home preparation for classes
- 80 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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| knowledge of the principles of slogan designing |
| knowledge of the principles of slogan designing |
| knowledge of the principles of designing the radio commercials |
| knowledge of the principles of designing the radio commercials |
| knowledge of the principles of designing the TV commercials |
| knowledge of the principles of designing the TV commercials |
| knowledge of the principles of designing the internet commercials |
| knowledge of the principles of designing the internet commercials |
| knowledge of the principles of designing the direct mail |
| knowledge of the principles of designing the direct mail |
| Skills |
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| desing a slogan for specific brand |
| desing a slogan for specific brand |
| design a scenario of TV ad |
| design a scenario of TV ad |
| design a scenario of radio ad |
| design a scenario of radio ad |
| design an internet ad |
| design an internet ad |
| design a direct mail |
| design a direct mail |
| teaching methods |
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| Knowledge |
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| Practice exercises |
| Practice exercises |
| assessment methods |
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| Analysis of creative works (Music, visual arts, literature) |
| Analysis of creative works (Music, visual arts, literature) |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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CIALDINI, Robert B. Zbraně vlivu: manipulativní techniky a jak se jim bránit. Brno: Jan Melvil Publishing, 2012. ISBN 978-80-87270-32-5.
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ČMEJRKOVÁ, Světlana. Reklama v češtině, čeština v reklamě. Voznice: Leda, 2000. ISBN 80-85927-75-6.
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Křížek, Z., Crha, I. Jak psát reklamní text. Praha : Grada, 2003. ISBN 80-247-0556-7.
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RYBKOVÁ, Petra. Silná slova: proměňte vaše firemní texty v poutavý prodejní příběh : praktický manuál pro lepší texty. Praha: Ostrá tužka, 2020. ISBN 978-80-270-7854-7.
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Sálová, Anna. Kreativní copywriting. Brno : Computer Press, 2018. ISBN 978-80-251-4909-6.
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SÁLOVÁ, Anna; VESELÁ, Zuzana a RAKOVÁ, Michaela. Copywriting: pište texty, které prodávají. V Brně: Computer Press, 2020. ISBN 9788025150177.
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UNTERMÜLLER, Vojtěch. Manuál copywritingu: jak se přes víkend naučit psát pro reklamu a marketing a vítězit. Praha: Grada, 2019. ISBN 9788027125852.
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