Subject 'Advertising'

Year:   2019/2020    2020/2021    2021/2022    2022/2023    2023/2024    

Brief description:
• Introduction, the types of advertisement, the structure of a visual advertisement, including innovative advertisement solutions.
• Visual methodologies for analyzing advertisement.
• Analysis of structure and contents of a visual advertisement.
• Consumer culture – product, goods, services, money.
• Marketing, branding, trademark.
• Positioning. Classical techniques of positioning. Positioning the leader and the chaser.
• The legal regulations of advertising. Advertising ethics and good practice.

The objective is to give an overview of advertising - the essence, its use in marketing, the creative process, legal regulations and ethical issues in advertising. To introduce the terminology and methods of analysis in the field.

Learning outcomes
Upon completion of the course, students will:
1. have overview of the use of advertising in marketing;
2. be familiar with advertising related terminology and be able to analyse advertisements;
3. have knowledge about the creative process of advertising;
4. be able to recognize the need for data and research in order to design an advertisement;
5. be familiar with the ethical issues and legal aspects of advertising.

2019: 2272