ZUR589o Cultural History of Advertising

Faculty of Social Studies
Autumn 2015
Extent and Intensity
1/1. 8 credit(s). Type of Completion: z (credit).
Teacher(s)
Jean Paule Retzinger, Ph.D. (lecturer)
Mgr. Pavel Sedláček (assistant)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Thu 13:30–15:00 Studio 527
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 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
Course objectives
This class is designed to familiarize students with the history of advertising and the growth of a consumer culture in the United States. Advertising is examined against a backdrop of American history from the late 19th century to the present with attention to key cultural themes and values expressed in--and appropriated by--advertising messages. Course readings will also familiarize students with semiotic theory to assist in analyzing print advertisements.
Teaching methods
Students are required to write two (2-3 page) analytical papers for the class. These assignments are intended to help students' analyze contemporary print advertisements (from either US or Czech magazines) and to reflect on similarities in advertising strategies (both visual and verbal) in the past and present. Please be prepared to discuss course readings on the day they are assigned. Students are expected to attend and participate in class each week. If for any reason you are unable to attend a class session, please notify the instructor in advance. More than two absences during the semester will negatively affect your final grade for the course.
Assessment methods
Course Assignments and Grade Percentages: 2 Short Writing Assignments (30% each)...60%, Take-home Final Exam (Due: 17 December 2015)...25%, Attendance and participation...15%
Language of instruction
English
Further Comments
Study Materials
The course is taught only once.
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