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Lecturer(s)
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Course content
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- the role of the lyricist, functioning within advertising agencies, briefing, assignment of a fictitious campaign; - copywriting of selected communications (leaflet, brochure, catalog, advertisement, TV, radio, etc.); - copywriting of selected communications (direct mail, e-mailing, web, outdoor, trade fairs, etc.); - creative tools according to the MindScape methodology. Presentation and analysis of assigned works
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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 |
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| 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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ALTSTIEL, Tom a Jean GROW. Advertising creative: strategy, copy, design. 2013. ISBN 9781452203638.
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Čmejrková, Světla. Styl mediálních dialogů. Praha: Academia, 2013. ISBN 9788020022677.
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Sálová, Anna; Veselá, Zuzana; Šupolíková, Jana; Jebavá, Lucie; Viktora, Jiří. Copyšriting: pište texty, které prodávají. Brno : Computer Press, 2015. ISBN 9788025145890.
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Šenkapoun, Pavel. Webcopywriting pro samouky: průvodce moderního marketéra a podnikatele po webovém obsahu. Brno: Zoner Press, 2015. ISBN 9788074131769.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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