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Lecturer(s)
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Stránský Michal, Mgr. PhD.
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Weberová Dagmar, doc. PhDr. Ph.D., MBA.
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Course content
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Discussed topics: - Theoretical foundations of semiotics; - Communication process from the point of view of art, media and advertising; - Logo, its means of expression; - Syntax of print and audiovisual advertising; - Semantics of advertising; - Intertextuality in advertising; - Myths, fables, superstitions and fairy tales in advertising; - Religious symbols and biblical stories in advertising; - Philosophical aspects in semiotics.
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Learning activities and teaching methods
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unspecified
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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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| Written examination |
| Written examination |
| Preparation of a presentation |
| Preparation of a presentation |
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Recommended literature
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BIGNELL, Jonathan. Media Semiotics. An Introduction. 2002. ISBN 978-07190620.
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DANESI, Marcel. Understanding Media Semiotics. Second Edition.. 2018. ISBN 978135006416.
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GALKOWSKI, Artur; KOPYTOWSKA Monika. Current Perspectives in Semiotics. 2018. ISBN 3631744307.
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HALL, Sean. This Means This, This Means That: A User?s Guide to Semiotics (2nd ed.). 2012. ISBN 1856697355.
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CHANDLER, Daniel. Semiotics: The Basics: The Basics (4th ed.). 2022. ISBN 978036772653.
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