The lecture focuses on the influence and tools of advertising, while dealing with the phenomenon of marketing and PR. Concrete ways and practices used primarily by businessmen to affect the general public will be demonstrated using the example of the Czech documentary film Czech Dream (2004). The screening of the timeless piece conveys unique perspectives, associated with everyday life, and makes for a lively discussion afterwards. A talk regarding marketing strategies and the possible use of audiovisual media as a manipulation tool is also part of the lecture.
The documentary demonstrates an effective way of working both with reality and fiction and explains basic terminology associated with the issue. You will get answers to questions such as the following: To what degree is it possible and legal to manipulate people in the name of advertising? How and when will the public be enlightened in regard to marketing traps? Why did the filmmakers choose this specific way of carrying out their project?
The lesson is structured as a lecture and is followed by a screening of the chosen film created by documentary filmmakers Vít Klusák and Filip Remunda, Czech Dream (90 minutes), and will roughly take about 120-150 minutes. The lecture is an open discussion and debate taking into consideration points made by the attendees.
ADVERTISING AS A TOOL – THE MEDIA AS THE FACILITATOR
* level: for beginners
* lecture duration: 120 minutes (optimally 150 minutes)
* structure of the lecture: guest lecture and film screening