|
Lecturer(s)
|
-
Banyar Milan, doc. PhDr. Ph.D.
|
|
Course content
|
- theoretical background of semiotics; - communication process from the point of view of art, media and advertising; - the logo, its means of expression and expression; - syntax of print and audiovisual advertising: Syntax of print advertising; - the main features of print advertising and their characteristics; - semantics of advertising; - intertextuality in advertising; - myths, myths, legends, superstitions and fairy tales in advertising; - religious symbols and biblical stories in advertising; - Comic book characters in advertising.
|
|
Learning activities and teaching methods
|
|
unspecified
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set |
| Prerequisities are not set |
| learning outcomes |
|---|
| 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 |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Knowledge |
|---|
| Preparation of a presentation |
| Preparation of a presentation |
| Written examination |
| Written examination |
|
Recommended literature
|
-
Banyár, Milan. Semiotika reklamy. Bratislava : Univerzita Komenského, 2015.
-
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.
-
ECO, Umberto. Otevřené dílo: forma a neurčenost v současných poetikách. Praha: Argo, 2015. ISBN 9788025711583.
-
Hanke, Miroslav; Kastnerová, Martina; Švantner, Martin; Benediktová, Marie. Stopování sémiotiky. Červený Kostelec: Pavel Mervart, 2015. ISBN 9788074651427.
-
Horňák, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín : VeRBuM, 2018.
-
Seger, Linda. Writing subtext: what lies beneath. 2nd edition. Studio City, CA: Michael Wiese Productions, 2017. ISBN 978-1615932580.
-
Vysekalová, J., Mikeš, J. Reklama, jak dělat reklamu. Praha: Grada, 2007.
|