121-0353/02 – Language in advertising (JAREK)

Gurantor departmentDepartment of Economics JournalismCredits4
Subject guarantordoc. PhDr. Hana Srpová, CSc.Subject version guarantordoc. PhDr. Hana Srpová, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2011/2012Year of cancellation2016/2017
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
SRP01 doc. PhDr. Hana Srpová, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 2+1

Subject aims expressed by acquired skills and competences

to compare types of advertising to examine advertising abuse to evaluate legal regulation of advertising to give reasons for the importance of ethical self-regulation in practice

Teaching methods

Lectures
Seminars
Other activities

Summary

Při výuce je pozornost věnována marketingové komunikaci, cílům a druhům reklamy, rovněž nejfrekventovanějším strategiím při stylizaci reklamního komunikátu, a to především s ohledem na cílovou skupinu (target group). Kromě jazyka a stylu reklamy jsou analyzovány i prostředky neverbální se zřetelem na variabilní reklamní nosiče. Součástí výuky jsou také otázky zneužití reklamy a obrany před působením reklamy. Budou diskutovány filmové dokumenty na téma reklamní manipulace a persvaze. Osnova předmětu: 1. Reklamní diskurs jako součást marketingového komunikačního mixu. 2. Cíle a druhy reklamy, reklamní nosiče. 3. Etická samoregulace reklamy (Rada pro reklamu, Etický kodex reklamy) a právní regulace reklamy. 4. Gramatika reklamy I (prostředky spisovné). 5. Gramatika reklamy II (prostředky nespisovné). 6. Nonverbální prostředky v reklamním diskursu. 7. Reklamy zaměřené na nejmladší část populace. 8. Reklamy zaměřené na dospívající. 9. Reklamy zaměřené na ženy. 10. Reklamy zaměřené na muže. 11. Historický vývoj reklamy – prostředky verbální a nonverbální. 12. Historický vývoj reklamy – reklamní strategie. 13. Odborný styl a reklama. 14. Sociální reklamy.

Compulsory literature:

CAPLES, J. Tested Advertising Methods. New York: Prentice Hall, 1997.

Recommended literature:

ARIS, A., BUGNIN, J. Managing media companies. Chichester: John Wiley, 2005.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

Další požadavky na studenta

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Advertising discourse as part of marketing communication mix. Objectives and kinds of advertising, advertising bearers 2. Grammar of advertising I (standard means). 3. Grammar of advertising I (non-standard means). 4. Advertising aimed at the youngest part of population. 5. Advertising aimed at teenagers 6. Advertising aimed at women 7. Advertising aimed at men 8. System of legal regulation and concepts of advertising law 9. Public regulation of advertising I (prohibitions and restrictions on the spread of advertising 10. Public regulation of advertising II (responsibility for the spread of unlawful advertising, administrative tort) 11. Public regulation of advertising III (advertising in radio and television broadcasting) 12. Public regulation of advertising IV (advertising and press, consumer, public communication, information society) 13. Private and legal regulation of advertising (unfair competition, protection of privacy and persons' reputation, court protection, wardship) 14. Ethic self-regulation of advertising (Advertising Council, Code of Ethics in Advertising, means of advertising efficiency)

Conditions for subject completion

Full-time form (validity from: 2011/2012 Winter semester, validity until: 2016/2017 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation Credit 85  85
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2015/2016 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Compulsory study plan
2014/2015 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Compulsory study plan
2013/2014 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Choice-compulsory study plan
2012/2013 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Choice-compulsory study plan
2011/2012 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner