Adbertising and copywriting 2502-s1LPC2L-RC-RC

As part of the course, students will learn about the following topics related to the history of advertising (selection of topics):

1. Introduction to the concept of advertising: definition, objectives, and evolution.
2. The evolution of advertising from antiquity to the 19th century.
3. The birth of mass advertising: the development of newspapers, posters, and the first radio commercials.
4. Posters as the most important advertising medium in the 19th and first half of the 20th century.
5. Advertising in the 20th century.
6. Advertising in the age of electricity: the impact of television on advertising. Illuminated advertisements.
7. The development of advertising in the digital age: the internet, social media, influencer marketing.
8. Case studies: analysis of iconic advertising campaigns of the 20th century.
9. Analysis and discussion of iconic advertising and propaganda campaigns of the 20th and 21st centuries.
10. Advertising theories and their application in marketing - Analysis of models and their practical use.

11. Written exam: testing of theoretical knowledge.
12. Discussion of test results.

Term 2024/25L:

None

Term 2025/26L:

None

Total student workload

The student's work within the course comprises 75 hours, including: - 30 hours of class time, which may also be conducted remotely, working on specific texts, research materials, and advertising projects (1.5 ECTS), - 25 hours of individual work and work in a team designated by the instructor (1 ECTS), - 15 hours of individual consultations with the instructor (0.5 ECTS) in person or via email.

Learning outcomes - knowledge

1. The student has knowledge of key phenomena in the history of advertising. 2. The student knows the names of significant creators who have influenced the development of graphic design and advertising. 3. The student has the necessary conceptual apparatus to understand and create advertising messages and marketing texts.

Learning outcomes - skills

1. Students are able to obtain, collect, and select information from various sources (research) in order to professionally prepare for the implementation of advertising projects. 2. Students are able to present their ideas to the group and draw conclusions from the critical assessments formulated by their peers. 3. Students are able to tailor advertising messages to a defined target group. 4. Students are able to identify key decades in the development of the advertising industry in Poland and worldwide.

Learning outcomes - social competencies

1. The student is able to work in a group, collaborating on a creative project or advertising campaign, and take on different roles depending on the division of responsibilities within the team. 2. The student understands the diversity of needs, expectations, cultural capital, and personal preferences of representatives of age groups and communities, as researched through consumer insight and target group analysis.

Course coordinators

Marcin Skibicki

Observation/demonstration teaching methods

- display

Expository teaching methods

- problem-based lecture
- description
- informative (conventional) lecture
- participatory lecture
- discussion

Exploratory teaching methods

- situational
- presentation of a paper
- practical
- case study
- project work
- laboratory
- panel
- SWOT

Online teaching methods

- content-presentation-oriented methods
- methods referring to authentic or fictitious situations
- cooperation-based methods

Prerequisites

Interest in the history of advertising and marketing. Basic knowledge of advertising media and contemporary channels of communication between brands and consumers.

Assessment criteria

The criteria for assessing participation in advertising history classes are student activity during classes and a positive result on the final test.
A presentation on a selected topic from advertising history or a discussion of an advertising case study will be rewarded with a higher grade on the final test.

Bibliography

1. P. Barry, Pomysł w reklamie. Idee, strategie i kampanie, przeł. J. Huebner-Wojciechowska, Warszawa 2010.
2. Olga Drenda, Duchologia polska. Rzeczy i ludzie w latach transformacji, Warszawa 2016.
3. P. Fallon, F. Senn, Siła kreacji w reklamie. Marka soczysta jak pomarańcza, przeł. B. Sałbut, Gliwice 2007.
4. I. Gałązkiewicz, Art. Branding, Lublin 2016.
5. N. Hatalska, Cząstki przyciągania. Jak budować niestandardowe kampanie reklamowe, Gliwice 2014.
6. P. Kotler, Dziesięć śmiertelnych grzechów marketingu, przeł. A. Ehrlich, Warszawa 2005.
7. G. Lucas, Guerilla Advertising 2. More unconventional brand communication, Londyn 2011.
8. J. S. V. Mas, Hollywood i marki. Product placement w kinie amerykańskim, Warszawa 2010.
9. D. Ogilvy, Ogilvy o reklamie, przeł. A. Rogalińska, Warszawa 2008.
10. L. Ries, Wizualny młotek. Jak wbić do głowy przekaz marki dzięki emocjonalnej sile obrazu, przeł. A. Romanek, Gliwice 2015.
11. F. Springer, Wanna z kolumnadą. Reportaże o polskiej przestrzeni, Wołowiec 2013.
12. M. Spychalska, M. Hołota, Słownik sloganów reklamowych, Warszawa 2009.
13. M. Tesławski & Partnerzy, Praktyka brandingu. Zasady profesjonalnej komunikacji marki, Lublin 2015.
14. Ch. Van Uffelen, Packaging design, Berlin 2013
15. S. Veksner, 100 idei, które zmieniły reklamę, przeł. E. Tomczyk, Warszawa 2015.
16. P. Wasilewski, Dwie dekady polskiej reklamy. 1990-2010, Kraków 2013.
17. M. Wicha, Jak przestałem kochać design, Kraków 2015.
18. The Golden Age of Advertising – the 60s, wyd. zb., Kolonia 2013.

Term 2024/25L:

None

Term 2025/26L:

None

Additional information

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

Description of 2502-s1LPC2L-RC-RC in USOSweb