POL588 Political advertising

Faculty of Social Studies
Autumn 2014
Extent and Intensity
1/1. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Otto Eibl, Ph.D. (lecturer)
Guaranteed by
prof. PhDr. Stanislav Balík, Ph.D.
Division of Politology – Department of Political Science – Faculty of Social Studies
Contact Person: Mgr. Lucie Pospíšilová
Supplier department: Division of Politology – Department of Political Science – Faculty of Social Studies
Timetable
Fri 8:00–13:00 U43, except Fri 26. 9., except Fri 31. 10., except Fri 28. 11.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 15 student(s).
Current registration and enrolment status: enrolled: 0/15, only registered: 0/15
fields of study / plans the course is directly associated with
Course objectives
On successful completion of this course, students should be able to: - Describe the main changes in the history of political advertising in the Czech Republic (since 1989). - Identify characteristics and trends in the development of political advertising in the Czech Republic. - Analyse, interpret and critically evaluate (verbal and visual) metaphors used in advertising. - Create advertising message. - Use focus groups to analyse (test) an advertisement.
Syllabus
  • 1. Techniques of Political Advertising 2. Analysing Political Advertising (metaphors, semiotics) 3. History of Political Advertising in the Czech Republic 4. Designing Advertising Message 5. Testing Advertising Message
Literature
  • BAKER, Frank W. Political campaigns and political advertising : a media literacy guide. Edited by David Considine. Santa Barbara, Calif.: Greenwood Press. xxvi, 196. ISBN 9780313347559. 2009. info
  • The SAGE handbook of political advertising. Edited by Lynda Lee Kaid - Christina Holtz-Bacha. Thousand Oaks, Calif.: SAGE Publications. xi, 492. ISBN 1412917956. 2006. info
  • DIAMOND, Edwin and Stephen BATES. The spot : the rise of political advertising on television. 3rd ed. Cambridge, Mass.: MIT Press. xiv, 418. ISBN 9780262540650. 1992. info
Teaching methods
- lectures - class discussion - group project - presentations by advertising professionals
Assessment methods
Presentation of final group project.
Language of instruction
Czech
Further Comments
The course is taught annually.
  • Enrolment Statistics (recent)
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