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Lecturer(s)
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Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
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Gamalová Kamila, Mgr. MBA
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Course content
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- creativity and originality - theoretical foundations; - creativity in selected personalities of advertising - knowledge of historical context; - basic areas and types of creativity; - barriers and myths of creativity; - creativity - part of the activities of preparing an advertising campaign; - developing creativity - positive creativity; - creative methods and techniques; - phase of searching for an idea and solving a problem; - creativity in the area of the strongest emotional appeals of MK (humor, sex, fear;); - creativity in creating advertising headlines, slogans and titles.
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Learning activities and teaching methods
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- 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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| 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 |
|---|
| Knowledge |
|---|
| 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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CATMULL, Ed a Amy WALLACE. Creativity, Inc.: overcoming the unseen forces that stand in the way of true inspiration.. 2014. ISBN 9780593070093.
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Horňák, P. Kreativita reklamy. Zlín: VeRBuM, 2014. ISBN 978-80-87500-49-.
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Horňák, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín : VeRBuM, 2018.
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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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