The world around us is composed of images. Posters, PC and tablet screens, social media profiles, graffiti on houses... There is apparently no escape from images and also from the message they convey.

No matter if we are exploring the images in close detail or only in passing, they communicate with us and we can not only see but also “hear” them. What do they tell us? Let’s explore the world of images that were created with the aim to clearly and efficiently communicate the idea of its creators and the perspective of the world – the world of photojournalism and TV commercials.

We will analyse examples of analogue and digital photographs that may serve as proofs of true representation of reality (e.g. documentation of political or war reports) while also being capable of effectively manipulating this reality. How did famous photos in textbooks and on magazine covers change the course of history, at the same time modifying the rendered reality? And to what extent do captions change the meaning of the photos?

We will also learn how to analyse communication elements contained in TV commercials. We will demonstrate that looks might be deceiving and that a different meaning may be hidden behind seemingly inconspicuous indications. With the help of practical demonstrations the participants will acquaint themselves with simple vocabulary and a method using which they can get the hang of world-known adverts and commercials and the famous faces appearing in them.


 * level: for beginners and pre-intermediate students

 * lesson duration: 90 or 120 minutes

 * lesson format: a lecture including work with printed materials and clips




The lesson has a form of a lecture including two workshops. In the first part, students get acquainted with the topic of photo manipulation, in groups exploring the relationship between an image and a text on the example of journalist images. In the second part, the students will master the basics of semiotic analysis of advertisements. Together and in individual groups, they will analyse the presented commercials and clips.




Mgr. Andrea Průchová is currently a doctoral student of sociology at the Faculty of Social Sciences at Charles University in Prague dealing with visual culture and visual sociology. She works in the team of Doc Alliance Films ( where she is responsible for the project’s media communication. For over two years, she has worked at the DOX Centre for Contemporary Art as programmer of related events. She teaches visual communication at the Department of Journalism at the Faculty of Social Sciences at Charles University in Prague and at Prague College. She currently collaborates on the translation of the book “Picture Theory. Essays on Verbal and Visual Representations” by American visual theorist W. J. T. Mitchell and on the translation of the book “Ways of Seeing” by John Berger. She has been developing her interest in the field of visual studies through her long-term publishing and lecturing activities. In 2015, she received the Fulbright Scholarship in cooperation with NYU Steinhardt and Pratt Institute.




Supported by:                                                                                                                                 


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