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Lecturer(s)
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Course content
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Strategic methods used by producing of TV spots and in the radio, press (daily press and periodical, flysheets, tourism materials). Attention is paid to analysis of interpreting of advertisement and possible positive or negative reaction of population, which the advertisement was addressed to. Specific attention will be paid to correlation relation between advertising text and its visual representation. A part of the course can be substituted by students´ independent work.
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Learning activities and teaching methods
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Collaborative instruction, Project-based instruction, Discussion, Multimedia supported teaching, Practicum
- Contact hours
- 26 hours per semester
- Presentation preparation (report in a foreign language) (10-15)
- 15 hours per semester
- Preparation for an examination (30-60)
- 37 hours per semester
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| prerequisite |
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| Knowledge |
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| C1 level according to CEFR for languages (German) is required. |
| learning outcomes |
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| The students acquire the competence - to describe different types of advertising - to identificate the specific strategies advertisement texts - to interpret the relations between text and the other elements of advertising - to produce their own drafts of advertisements |
| teaching methods |
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| Practicum |
| Multimedia supported teaching |
| Project-based instruction |
| Collaborative instruction |
| Discussion |
| assessment methods |
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| Oral exam |
| Skills demonstration during practicum |
| Project |
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Recommended literature
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BYRAM, M.:. Teaching and Assessing Intercultural Communicative Competence. Clevedon, Multilingual Matters, 1997. ISBN 1-85359-377-X.
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Huth R. Einführung in die Werbelehre. 7. Aufl. Stuttgart u. Berlin: Kohlhammer, 2005.
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Janich, Nina. Werbesprache : ein Arbeitsbuch. 4. Aufl. Tübingen : Gunter Narr Verlag, 2005. ISBN 3-8233-4974-0.
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JANICH, Nina. Werbesprache. Ein Arbeitsbuch. 3. Aufl. Tübingen : Narr, 2003.
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Vysekalová, Jitka; Mikeš, Jiří. Reklama : jak dělat reklamu. 2., aktualiz. a rozš. vyd. Praha : Grada, 2007. ISBN 978-80-247-2001-2.
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