POLb1106 Political advertisement

Faculty of Social Studies
Autumn 2022
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: z (credit).
Taught in person.
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
Fri 16. 9. 10:00–10:50 U41, Fri 21. 10. 10:00–15:40 U42, Fri 4. 11. 10:00–15:40 U42, Fri 2. 12. 10:00–15:40 U42
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: 26/25, only registered: 1/25, 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 and means of political advertising. Attention is also paid to advertising related laws and moral codes in the Czech Republic. Thus, at the end of the course, the students will have an overview of the legal regulation of political advertising in the Czech Republic and of the various advertising techniques. They will be able to critically interpret and analyze metaphors and semiotic means used in political advertisements. During the semester, students will prepare their own advertising message for a (fictitious) political subject.
Learning outcomes
Upon completion of the course, students will be: - familiar with current advertising laws in the Czech Republic; - able to analyze advertising messages; - able to prepare their own advertisement.
  • 1. Techniques and means of political advertising 2. Analysis of an advertisement 3. Semiotic analysis of an advertisement 4. Testing an advertisement 5. Political advertising in the Czech Republic
    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. Lanham: Lexington Books, 2014. viii, 239. ISBN 9780739188989. info
  • The SAGE handbook of political advertising. Edited by Lynda Lee Kaid - Christina Holtz-Bacha. Thousand Oaks, Calif.: SAGE Publications, 2006. xi, 492. ISBN 1412917956. URL info
  • DIAMOND, Edwin and Stephen BATES. The spot : the rise of political advertising on television. 3rd ed. Cambridge, Mass.: MIT Press, 1992. xiv, 418. ISBN 9780262540650. info
Teaching methods
Lectures, seminars
Assessment methods
Team project, final exam
Language of instruction
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Autumn 2019, Autumn 2020, Autumn 2021.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2022/POLb1106