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Lecturer(s)
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Gamalová Kamila, Mgr. MBA
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Course content
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1. The concept and definition of creativity. 2. Creativity and originality - theoretical foundations. 3. Creativity in selected advertising personalities - understanding historical contexts. 4. Basic areas and types of creativity. 5. Barriers and myths of creativity. 6. Creativity - part of advertising campaign preparation activities. 7. Developing creativity - positive creativity. 8. Creative methods and techniques. 9. The idea search and problem-solving phase. 10. Creativity in the area of MK's strongest emotional appeals (humor). 11. Creativity in the area of MK's strongest emotional appeals (sex). 12. Creativity in the area of MK'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
- 10 hours per semester
- Home preparation for classes
- 65 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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| describe the theoretical foundations of creativity and originality |
| describe the theoretical foundations of creativity and originality |
| define basic areas and types of creativity |
| define basic areas and types of creativity |
| define the barriers and myths of creativity |
| define the barriers and myths of creativity |
| describe the stages of finding an idea and solving a problem |
| describe the stages of finding an idea and solving a problem |
| explain ways of developing creativity |
| explain ways of developing creativity |
| Skills |
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| identify basic areas and types of creativity |
| identify basic areas and types of creativity |
| use creative methods and techniques in practice |
| use creative methods and techniques in practice |
| analyze and evaluate the given problem |
| analyze and evaluate the given problem |
| propose a creative solution to a problem |
| propose a creative solution to a problem |
| apply creativity in the process of own communication campaign design |
| apply creativity in the process of own communication campaign design |
| 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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| Demonstration |
| Demonstration |
| 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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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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HEAGARTY, J. Heagarty o kreativitě. Praha: Slovart, 2015. ISBN 978-80-7529-035-9.
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HORŇÁK, Pavel. Kreativita v reklamě. Zlín: VeRBum, 2014. ISBN 978-80-87500-49-1.
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HORŇÁK, Pavel. Príbeh ako nástroj reklamy II. Pôsobenie príbehu v tlačených a tlačových propagačných prostriedkoch. Reklama 19 Zborník štúdií pre otázky teórie a histórie reklamy a public relations, 2020. ISBN 978-80-223-4801-0.
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HORŇÁK, Pavel. Príbeh ako nástroj reklamy III. Postavenie príbehu v televíznej reklame. Bratislava. Univerzita Komenského v Bratislave, 2021. ISBN 978-80-223-5154-6.
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HORŇÁK, Pavel. Príbeh ako nástroj reklamy. Príbeh a jeho miesto v krátkych textových útvaroch. 2019. ISBN 978-80-223-4800-3.
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HORŇÁK, Pavel. Quo vadis advertisement?: Positives and negatives o current ad. Strategic innovative marketing. Switzerland: Springer Nature. Springer International Publishing AG, 2019.
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HORŇÁK, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín: VeRBum, 2018. ISBN 978-80-87500-94-1.
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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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Young, Miles. Ogilvy v reklamě v digitálním věku. Praha: Svojtka & Vašut, 2018. ISBN 9788025621592.
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Žák, Petr. Kreativita a její rozvoj. Brno. Motiv Press, 2017. ISBN 9788087981238.
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