|
Lecturer(s)
|
-
Gamalová Kamila, Mgr. MBA
|
|
Course content
|
1. The concept and definition of creativity. 2. Creativity and originality - theoretical foundations. 3. Creativity in selected advertising personalities - understanding historical contexts. 4. Basic areas and types of creativity. 5. Barriers and myths of creativity. 6. Creativity - part of advertising campaign preparation activities. 7. Developing creativity - positive creativity. 8. Creative methods and techniques. 9. The idea search and problem-solving phase. 10. Creativity in the area of MK's strongest emotional appeals (humor). 11. Creativity in the area of MK's strongest emotional appeals (sex). 12. Creativity in the area of MK's strongest emotional appeals (fear, etc.). 13. Creativity in the creation of advertising headlines, slogans, and names.
|
|
Learning activities and teaching methods
|
- Participation in classes
- 28 hours per semester
- Term paper
- 15 hours per semester
- Home preparation for classes
- 32 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| Knowledge |
|---|
| Define Principles of Creativity |
| Define Principles of Creativity |
| Explain Relationship Between Creativity and Originality. |
| Explain Relationship Between Creativity and Originality. |
| List Important Personalities in Creativity. |
| List Important Personalities in Creativity. |
| Describe Barriers of Creativity. |
| Describe Barriers of Creativity. |
| Explain Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| Explain Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| Skills |
|---|
| Apply Principles of Creativity |
| Apply Principles of Creativity |
| Analyze Relationship Between Creativity and Originality. |
| Analyze Relationship Between Creativity and Originality. |
| Apply Knowledge of Important Personalities in Creativity. |
| Apply Knowledge of Important Personalities in Creativity. |
| Analyze Barriers of Creativity. |
| Analyze Barriers of Creativity. |
| Apply Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| Apply Creativity in the Area of the Strongest Emotional Appeals of Marketing Communications. |
| teaching methods |
|---|
| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
|---|
| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Teamwork |
| Teamwork |
| Practice exercises |
| Practice exercises |
| assessment methods |
|---|
| Knowledge |
|---|
| Analysis of seminar paper |
| Analysis of seminar paper |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Written examination |
| Written examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
|
Recommended literature
|
-
ALTSTIEL, Tom; GROW, Jean M.; AUGUSTINE, Dan; JENKINGS, Joanna L. Advertising Creative: Strategy, Copy, and Design. 6th edition. SAGE Publications, 2022. ISBN 978-1071846650.
-
BROUWERS, Steve. Creatives on Creativity. Louster, 2021. ISBN 9789460582837.
-
HEAGARTY, J. Heagarty o kreativitě. Praha: Slovart, 2015. ISBN 978-80-7529-035-9.
-
HORŇÁK, Pavel. Kreativita v reklamě. Zlín: VeRBum, 2014. ISBN 978-80-87500-49-1.
-
HORŇÁK, Pavel. Príbeh ako nástroj reklamy II. Pôsobenie príbehu v tlačených a tlačových propagačných prostriedkoch. Reklama 19 Zborník štúdií pre otázky teórie a histórie reklamy a public relations, 2020. ISBN 978-80-223-4801-0.
-
HORŇÁK, Pavel. Príbeh ako nástroj reklamy III. Postavenie príbehu v televíznej reklame. Bratislava. Univerzita Komenského v Bratislave, 2021. ISBN 978-80-223-5154-6.
-
HORŇÁK, Pavel. Príbeh ako nástroj reklamy. Príbeh a jeho miesto v krátkych textových útvaroch. 2019. ISBN 978-80-223-4800-3.
-
HORŇÁK, Pavel. Quo vadis advertisement?: Positives and negatives o current ad. Strategic innovative marketing. Switzerland: Springer Nature. Springer International Publishing AG, 2019.
-
HORŇÁK, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín: VeRBum, 2018. ISBN 978-80-87500-94-1.
-
LANDA, Robin. Advertising by design: generating and designing creative ideas across media. Third edition. Hoboken: Wiley, 2016. ISBN 9781118971079.
-
PRATT, Garry. The creativity factor: using the power of the outdoors to spark successful innovation. London: Bloomsbury business, 2022. ISBN 978-1-399-40037-4.
-
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.
|