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Lecturer(s)
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Banyar Milan, doc. PhDr. Ph.D.
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Course content
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1. Theoretical foundations of semiotics. 2. Leading figures in semiotics and semiotic research methods. 3. The communication process from the perspective of art, media, and advertising. 4. Brand building and strategic brand management. 5. Logos, their means of expression and communication. 6. Design manual - practical application of logos and visual brand elements. 7. Syntax of print and audiovisual advertising - main features of print and audiovisual advertising, their characteristics. 8. Semantics of advertising - emotions in advertising, genres in advertising. 9. Intertextuality in advertising - works of art and their functional use in the creation of advertising messages. 10. Myths, legends, rumors, superstitions, and fairy tales in advertising. 11. Brand personality - brand archetypes, brands, and the system of myth creation. 12. Religious symbols and biblical stories in advertising. 13. Comic book characters in advertising.
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Learning activities and teaching methods
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- Participation in classes
- 12 hours per semester
- Preparation for examination
- 44 hours per semester
- Home preparation for classes
- 44 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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| Preparation of a presentation |
| Preparation of a presentation |
| Written examination |
| Written examination |
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Recommended literature
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BANYÁR, Milan. Semiotika reklamy. Bratislava: Univerzita Komenske?ho v Bratislave, 2019. ISBN 978-80-223-4821-8.
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Banyár, Milan. Značka a logo - vizuálne prvky značky a ich význam v procese brandingu. Zlín : Univerzita Tomáše Bati ve Zlíně, 2017. ISBN 978-80-7454-681-5.
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ČERNÝ, Jiří a HOLEŠ, Jan. Sémiotika. Praha: Porta?l, 2004. ISBN 80-7178-832-5.
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DANESI, Marcel. Understaning media semiotics. London: Bloomsbury academic, 2019. ISBN 978-1-350-06416-4.
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DOUBRAVOVÁ, Jarmila. Sémiotika v teorii a praxi. Praha: Porta?l, 2003. ISBN 978-80-7367-493-9.
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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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Pricken, Mario. Creative advertising : ideas and techniques from the world's best campaigns. New ed., rev. and updated. New York : Thames & Hudson, 2008. ISBN 978-0-500-28733-0.
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VYSEKALOVÁ, Jitka a MIKEŠ, Jiří. Reklama, jak dělat reklamu. Praha: Grada, 2018. ISBN 9788024758657.
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