|
Lecturer(s)
|
-
Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
-
Gamalová Kamila, Mgr. MBA
|
|
Course content
|
- 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.
|
|
Learning activities and teaching methods
|
- Participation in classes
- 10 hours per semester
- Home preparation for classes
- 65 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| 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 |
|---|
| 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 |
|---|
| Demonstration |
| Demonstration |
| assessment methods |
|---|
| Knowledge |
|---|
| Written examination |
| Written examination |
| Preparation of a presentation |
| Preparation of a presentation |
|
Recommended literature
|
-
CATMULL, Ed a Amy WALLACE. Creativity, Inc.: overcoming the unseen forces that stand in the way of true inspiration.. 2014. ISBN 9780593070093.
-
Horňák, P. Kreativita reklamy. Zlín: VeRBuM, 2014. ISBN 978-80-87500-49-.
-
Horňák, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín : VeRBuM, 2018.
-
Young, Miles. Ogilvy v reklamě v digitálním věku. Praha: Svojtka & Vašut, 2018. ISBN 9788025621592.
-
Žák, Petr. Kreativita a její rozvoj. Brno. Motiv Press, 2017. ISBN 9788087981238.
|