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 focuses on the analysis of marketing communication using semiotic tools, that means:

• the development and refinement of a specific perspective and analytical sensitivity toward advertising texts (primarily audiovisual ads and packaging);

• the knowledge and habitual application of a multi-level interpretative framework.

Basic semiotic skills (particularly text semiotics based on the generative matrix) are essential but serve as instrumental tools to gain insight into the specific object of analysis. These analyses will always be framed within the broader marketing dynamics that provide the backdrop for the entire course.

The course will not address the "creative" aspects of advertising, but rather the analytical and strategic ones.

Readings/Bibliography

It is possible to take the exam in one of two ways: either under the “self-certified attending student” mode (according to modalities defined at the beginning of the course, primarily — but not exclusively — based on a group project to be assessed only during the first exam session after the end of the course), or as a non-attending student.

Only the exam format changes, and each student may freely choose their preferred mode, provided they inform the instructor no later than halfway through the course.

Additional readings will be recommended during the course.

 

ATTENDING STUDENTS:
Slides uploaded by the instructor to the online teaching platform, plus the following reference bibliography:

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

• FLOCH J.-M. (1992), Semiotica, marketing e comunicazione, Franco Angeli

  • Chapter 2: “Fuor dal testo non v’è salvezza. La prospettiva semiotica”

  • Chapter 6: “’j’aime j’aime’. Pubblicità di automobili e sistema dei valori di consumo”

  • Chapter 8: “’Uccisi nell’uovo’: le semiotiche in gioco nelle differenti filosofie della pubblicità”

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

NON-ATTENDING STUDENTS:

• BIANCHI C. (2005), Spot. Analisi dell’audiovisivo pubblicitario, Carocci
  Exam-relevant sections only:

  • Chapter 1 (only 1.1 and 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

• VENTURA-BORDENCA I. (2022), Food Packaging. Narrazioni semiotiche e branding alimentare

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

Teaching methods

Intensive 3-hour classes, consisting of lectures combined with the analysis of communicative phenomena, carried out in a hands-on, workshop-based format (both as whole-class activities and in small groups).

Given the strongly application-oriented nature of the course, attendance is highly recommended.

Assessment methods

ATTENDING (Valid only for the first exam session following the end of the course)

VS

Non-ATTENDING

Attendance is self-certified, and the chosen exam modality must be agreed in advance with the instructor.

ATTENDING STUDENTS:
Group work (group size to be defined at the beginning of the course) on topics assigned no later than the second class session.
Topics will be assigned by the instructor.

At the beginning of the course, the instructor will also outline whether and how individual test components (e.g., multiple-choice questions) may be used to integrate the final grade.

NON-ATTENDING STUDENTS:
Oral exam based on the required readings and/or an analysis of an advertising text assigned by the instructor, to be arranged prior to the exam session.

Teaching tools

During class, multimedia tools available in the classroom will be used for viewing slides and web browsing. Slides will be provided by the lecturer and will serve as exam material (crucial for attending students, highly suggested for non-attending too).

Office hours

See the website of Andrea Zannin