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Lecturer(s)
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Course content
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Introduction into graphic design Process of graphic contract Theory of colors, color scopes Computer graphics representation, grid and vector graphics Tools for graphics editing Prepress, print techniques Typography basics and font theory Graphic theme and composition Graphs, tables and equations Basics and techniques of presentation Word processors, graphic adjustment of text Introduction into copywriting, basic rules Structure and construction of text, information hierarchy Language styles and style-forming factors Lexical and stylistic means Interactive copywriting
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Learning activities and teaching methods
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Interactive lecture, Multimedia supported teaching, Self-study of literature, Practicum
- Contact hours
- 26 hours per semester
- Presentation preparation (report) (1-10)
- 10 hours per semester
- unspecified
- 10 hours per semester
- Preparation for an examination (30-60)
- 30 hours per semester
- Undergraduate study programme term essay (20-40)
- 28 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowledge of marketing basics is recommended |
| Competences |
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| N/A |
| learning outcomes |
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| Knowledge |
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| to define basic principles of graphic production |
| to determine basis requirements on graphic work quality |
| Skills |
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| to apply basic principles of graphic production |
| to evaluate visual material |
| to prepare and set promotion strategy |
| to prepare attractive and high-quality presentation and promotion text |
| Competences |
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| N/A |
| teaching methods |
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| Knowledge |
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| Interactive lecture |
| Practicum |
| Multimedia supported teaching |
| Self-study of literature |
| assessment methods |
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| Written exam |
| Seminar work |
| Individual presentation at a seminar |
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Recommended literature
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Drew Eric Whitman. Cashvertising : How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone.. Career Press Pompton Plains, 2008. ISBN 9781601630322.
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Joseph Sugarman. Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs.. Delstar Publishing Kihei, 1998. ISBN 9781891686009.
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Kočička, Pavel; Blažek, Filip. Praktická typografie. Praha : Computer Press, 2000. ISBN 80-7226-385-4.
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Křížek, Zdeněk; Crha, Ivan. Jak psát reklamní text. 4., aktualiz. a dopl. vyd. Praha : Grada, 2012. ISBN 978-80-247-4061-4.
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Michaela Horňáková. Copywriting. Podrobný průvodce tvorbou textů, které prodávají.. Computer Press Praha, 2011. ISBN 978-80-251-3269-2.
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Seddon Tony, Waterhouse Jane. Grafický design pro samouky. Slovart Praha, 2010. ISBN 978-80-7391-360-1.
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Simmons, Jason. Kompletní příručka pro designéry. V Praze : Slovart, 2009. ISBN 978-80-7391-151-5.
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