(in Polish) Wykład do wyboru z zakresu komunikologii i medioznawstwa WT-DKS-DMWKM

Starting from the concept of visual communication, its importance in social, media and mass communication, students will be introduced to the world of advertising and then its special type - religious advertising - will be presented.
The lecture covers the introductory knowledge of advertising as a persuasive message, and then focuses on such issues 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
The purpose of advertising, and the teleological nature of religious advertising
Sacredness in advertising and its typology
Religious advertising versus commercial and social advertising
Shockvertising versus religious advertising
Kitsch in advertising

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

(in Polish) nie dotyczy

Subject level

elementary

Learning outcome code/codes

enter learning outcome code/codes

Type of subject

obligatory

Preliminary Requirements

(in Polish) Podstawy wiedzy o komunikowaniu społecznym

Course coordinators

Krzysztof Stępniak

Assessment criteria

Student for grade 2: does not have sufficient awareness and knowledge of what religious advertising is, how it can lead to deeper religious reflection or be a tool for communication in the modern world with the widely understood recipient of advertising messages

For a grade of 3: has basic knowledge of religious advertising, knows how to define it and distinguish its types. Describe the role and meanings of the sacred in advertising

At the grade of 4: has knowledge and awareness of how important a medium in the era of new media and in the modern world is religious advertising and what reflections it can lead to. What role it plays today in visual and religious communication

For a grade of 5: Has a deepened 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)

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