27341 - Semiotics of Advertising (1)

Learning outcomes

At the end of the course, students will be able to analyse different forms and ways of advertising communication (audio-video, press ad, billposting, as well as pack). The analysis of these phenomena will have to be framed withing the marketing scenario and its dynamics.

Course contents

The course is not about creativity: it’s not a course of “theory an techniques of advertising”; it is about analysis of advertising according to semiotics (it is useful to everyone wish to enter communication and marketing field with a strategic approach). Consequently, it takes for granted all the main theoretical and methodological tools of semiotics. At any rate we recommend you to have a recap of these concepts for instance going through the following book by Maria Pia Pozzato Capire la Semiotica (Carocci 2013).

Readings/Bibliography

FOR STUDENTS ATTENDING LESSONS: ppt material provided by the Lecturer + the following bibliography of reference

 

BIANCHI C. (2005)Spot. Analisi dell'audiovisivo pubblicitario, Carocci.

• chap. 1 (only1.1 e 1.2) “Semiotica e pubblicità: dalla retorica al semi-simbolismo”
• chap. 2 “Analisi narrativa di nescafé per caffelatte”

 

FLOCH J.M. (1992),Semiotica marketing e comunicazione, Franco Angeli. In particular

• chap. 2 ”Fuor dal testo non v’è salvezza. La prospettiva semiotica”
• chap. 6 “’j’aime j’aime’. Pubblicità di automobili e sistema dei valori di consumo”
• chap. 8 “ ‘Uccisi nell’uovo’: le semiotiche i gioco nelle differenti filosofie della pubblicità”

 

VENTURA-BORDENCA I. (2022) Food Packaging. Narrazioni semiotiche e branding alimentare. Parti 1, 2, 3

 

 

FOR STUDENTS WHO ARE NOT ATTENDING LESSONS:

BIANCHI C. (2005) Spot. Analisi dell'audiovisivo pubblicitario, Carocci.In particular, in scope for the exam only the following parts:

• Chapter 1 (solo 1.1 e 1.2) “Semiotica e pubblicità: dalla retorica al semi-simbolismo”
• Chapter 2 “Analisi narrativa di nescafé per caffelatte”
• Chapter 3 “semiotica e marketing: le strategie del consumo”
• Chapter 5 “Passioni e sensazioni”

 

FLOCH J.M. (1992), Semiotica marketing e comunicazione, Franco Angeli (all the book)

VENTURA-BORDENCA I. (2022) Food Packaging. Narrazioni semiotiche e branding alimentare. (All the book)

ZANNIN A. (2003)“La costruzione del valore e la dimensione patemica: intorno a uno spot Barilla”. InOcula 4 www.ocula.it

Teaching methods

“High intensity lessons” made up of frontal didactic, instances of communicative phenomena analysed during time spent together

Considering the fully “applied” nature of the course, it is highly recommended to attend the lessons.

Assessment methods

Students will have the choice between two kinds of exams: 1) for attending students and 2) for who is not able to attend. The attendance is self-certificated and the exam modality has to be shared with the Lecturer ex ante.

FOR STUDENTS ATTENDING LESSONS:

A written document prepared by groups about a topic from a list assigned by the lecturer 

 

FOR STUDENTS WHO ARE NOT ABLE TO ATTEND LESSONS:

Oral Exam with questions regarding the review of mandatory bibliography (see above) and / or a text on analysis “real time” of an ad text chosen by the Lecturer

Teaching tools

During the lessons, all the multimedia tools of the department will be used. The ppt slides (shown ad crucial material: with main concepts and examples) will be made available by the Lecturer.

Office hours

See the website of Andrea Zannin