Elective lecture in communication and media studies WT-DKS-DMWKM
The aim of the course is to familiarise students with the role and significance of visual communication in contemporary media culture with particular reference to advertising messages belonging to a distinct type of advertising such as religious advertising.
Starting from the notion of visual communication, its importance in social, media and mass communication, students will be introduced to the world of advertising.
The lecture covers an introductory knowledge of Visual Communication and advertising as a persuasive message, and then focuses on topics such as:
Religious advertising- definition, types and its persuasiveness
Focus group research (FGI) in Poland as pioneering research in the discipline of social communication sciences and media
Purpose of advertising, and teleological nature of religious advertising
The sacred in advertising and its typology
Religious advertising versus commercial and social advertising
Shockvertising versus religious advertising
Kitsch in advertising
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Term 2023/24_L:
The purpose of the course is the theoretical understanding and practical application of religious advertising as a distinct type of advertising Participants of the lecture will gain an in-depth knowledge of religious advertising as a visual message of persuasive nature. Students in the course will be prepared to create and present their own religious advertising (advertising spot or billboard). The topics of each class will oscillate around such issues as: 1. religious advertising as a type of communication 2. religious advertising as a separate type of advertising next to commercial, social and political advertising 3. the Church and advertising in the age of new media 4. definition, goals and types of religious advertising. 5. the role and significance of the sacred in religious advertising 6. rhetoric of religious advertising 7. poetics of religious advertising 8. religious advertising vs. shockvertising 9. religious advertising - weaknesses o strengths 10. religious advertising in consumer society- context of advertising culture 11. presentation of advertisements prepared by students and their discussion 12. verification of theoretical knowledge acquired during the class |
(in Polish) Grupa przedmiotów ogólnouczenianych
Subject level
Learning outcome code/codes
Type of subject
Preliminary Requirements
Course coordinators
Learning outcomes
DK2_W08, DK2_W10,
DK2_W14, DK2_U11, DK2_U16
W1-in-depth knowledge of the concepts of visual communication
W2-in-depth knowledge of concepts using marketing, advertising and public relations in the media reality
W3-in-depth knowledge and understanding of the meaning of image (visuality) in media messages
U1-can independently recognise and then critically analyse and interpret various media messages of visual character, not excluding religious advertising
U2-knows how to use techniques of interpretation of visual materials, taking into account the specificity of religious advertising and its sacrum element
Assessment criteria
Knowledge - final exam in oral form. Students receive a set of examination theses
Credit: 2: Has insufficient awareness and knowledge of what religious advertising is, how it can lead to deeper religious reflection or be a tool for communicating in the modern world with a widely understood recipient of advertising messages.
towards mark 3: has basic knowledge of religious advertising, knows how to define it and distinguish its types. Describe the role and significance of the sacred in advertising
towards mark 4: has knowledge and awareness of what an important medium in the age of new media and in the modern world religious advertising is and what reflections it can lead to. What role it plays today in visual and religious communication
towards mark 5: has a deeper awareness of religious advertising as a tool in the Church's communication with the modern world in the age of new media and consumption. Is able to independently prepare any type of religious advertising (poster, radio or TV spot, internet or teaser advertisement)
Skills - mid-term written work
For a mark of 2 - the student is unable to carry out an independent analysis of religious advertising. Does not demonstrate the ability to think critically about media messages and their impact on audiences. Does not distinguish between types of religious advertising or know how to interpret them.
For Grade 3 - The student is able to make a basic analysis of selected religious advertising, describing its structure and the elements of the sacred contained in it. Demonstrates knowledge of the typology of religious advertisements, but the analysis is superficial and does not include a deeper interpretation of the impact on the audience.
at grade 4 - The student analyses religious advertisements in an informed and coherent manner. He/she is able to evaluate their functions in religious and media communication and identify their role in the construction of specific social and religious attitudes. Demonstrates the ability to interpret the message and its impact on the recipient.
For mark 5 - The student demonstrates not only an advanced analysis of religious advertising, but is also able to independently create any type of advertisement (e.g. poster, radio spot, TV, Internet or teaser advertisement). His/her work is thoughtful, creative and adapted to the specifics of the religious message and its audience.
Bibliography
Literatura podstawowa:
K. Stępniak, Fenomen reklamy religijnej, Warszawa- Pułtusk 2017.
Etyka w reklamie, Watykan 1997
P. H. Lewiński, Retoryka reklamy, Wrocław 2008
E. Szczęsna, Poetyka reklamy, Warszawa 2001
Literatura uzupełniająca:
W. Griswold, Socjologia kultury. Kultury i społeczeństwa w zmieniającym się świecie
R. Zimny, Kreowanie obrazów świata w tekstach reklamowych , Warszawa 2008
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Term 2023/24_L:
K. Stępniak, Fenomen reklamy religijnej, Warszawa- Pułtusk 2017. Etyka w reklamie, Watykan 1997 P. H. Lewiński, Retoryka reklamy, Wrocław 2008 E. Szczęsna, Poetyka reklamy, Warszawa 2001 Literatura uzupełniająca: W. Griswold, Socjologia kultury. Kultury i społeczeństwa w zmieniającym się świecie R. Zimny, Kreowanie obrazów świata w tekstach reklamowych , Warszawa 2008 |
Term 2024/25_L:
K. Stępniak, Fenomen reklamy religijnej, Warszawa- Pułtusk 2017. Etyka w reklamie, Watykan 1997 P. H. Lewiński, Retoryka reklamy, Wrocław 2008 E. Szczęsna, Poetyka reklamy, Warszawa 2001 Literatura uzupełniająca: W. Griswold, Socjologia kultury. Kultury i społeczeństwa w zmieniającym się świecie R. Zimny, Kreowanie obrazów świata w tekstach reklamowych , Warszawa 2008 |
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: