POLb1106 Political advertisement

Faculty of Social Studies
Autumn 2024
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: z (credit).
Taught in person.
Teacher(s)
Mgr. Otto Eibl, Ph.D. (lecturer)
Guaranteed by
Mgr. Otto Eibl, Ph.D.
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
Prerequisites (in Czech)
! POL362 Political advertisement && ! NOW ( POL362 Political advertisement )
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 25 student(s).
Current registration and enrolment status: enrolled: 0/25, only registered: 0/25, only registered with preference (fields directly associated with the programme): 0/25
fields of study / plans the course is directly associated with
there are 29 fields of study the course is directly associated with, display
Course objectives
The course focuses on the techniques of political advertising, how to analyze it, and how to prepare, test, and implement an advertisement for a fictitious political entity. By the end of this course, the student will have an overview of the legislative regulation of political advertising in the Czech Republic, as well as various advertising techniques and methods of portraying politics. The student will be able to critically interpret and analyze the metaphors and semiotic devices used — that is, reflect on the stories told about politics and the nature of political leadership. Based on this knowledge, students will then proceed to develop their own advertising message for a (fictional) political entity.
Learning outcomes
Upon completion of the course, students will be able to: - Understand the legislation in the Czech Republic. - Analyze advertising messages. - Prepare their own advertising message.
Syllabus
  • 1. Techniques of Political Advertising 2. Analysis of the Advertising Message 3. Semiotics of the Advertising Message 4. Preparation of the Advertising Message and Its Testing 5. Political Advertising in the Czech Republic
Literature
    required literature
  • GREGOR, MIloš. Politická reklama. In Roman Chytilek, Otto Eibl a Anna Matušková (eds.) Teorie a metody politického marketingu. Brno, CDK, 2012. Pp. 178-194.
  • BAKER, Frank W. Political campaigns and political advertising :a media literacy guide. Santa Barbara, Calif.: Greenwood Press, 2009. Pp. 1-24, 105-134.
  • BENOIT, William L. A functional analysis of political television advertisements. Online. Lanham: Lexington Books, 2014. viii, 239. ISBN 9780739188989. [citováno 2024-04-24] info
  • The SAGE handbook of political advertising. Online. Edited by Lynda Lee Kaid - Christina Holtz-Bacha. Thousand Oaks, Calif.: SAGE Publications, 2006. xi, 492. ISBN 1412917956. [citováno 2024-04-24] info
  • DIAMOND, Edwin and Stephen BATES. The spot : the rise of political advertising on television. Online. 3rd ed. Cambridge, Mass.: MIT Press, 1992. xiv, 418. ISBN 9780262540650. [citováno 2024-04-24] info
Teaching methods
Lectures, seminars
Assessment methods
Team project, final exam
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is taught: in blocks.
The course is also listed under the following terms Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023.
  • Enrolment Statistics (Autumn 2024, recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2024/POLb1106