27341 - Semiotics of Advertising (1)

Learning outcomes

At the end of the course, students will have a general knowledge of the advertising world, and he/she will be able to analyze and design advertising campaigns by means of semiotic tools

Course contents

The course Semiotics of advertisement for the 2019-20 academic year consists of both theoretical lessons and examples of analysis.

Please, notice that this course is a semiotic one, so theory and analysis will be semiotically oriented.

Readings/Bibliography

All students have to study Maria Pia Pozzato Capire la semiotica (Carocci, 2013), in particular the last chapter "Come costruire una campagna pubblicitaria con la semiotica". The questions of the exam will refer to the manual mentioned above (all its chapters) and on these essays: 1) Jean_Marie Floch, “J'aime j'aime j'aime. Pubblicità di automobili e sistema dei valori di consumo”; 2) “ 'Uccisi nell'uovo'. Le semiotiche in gioco nelle differenti 'filosofie della pubblicità”, both in Semiotica marketing e comunicazione, Milano, Angeli, 1990; always Floch’s: 3) "La via dei logo. Il faccia a faccia dei logo IBM e Apple" e 4) “Il coltello del bricoleur. L'intelligenza in punta di Opinel” 5) "La libertà e il mantenimento. Estetica ed etica del total look di Chanel", all in Identità visive, Milano, Angeli, 1995.

Teaching methods

No specific tools are required, lessons will be in powerpoint

Assessment methods

The exam, a multiple-choice test, is the same for attendees and not attendees.

Teaching tools

The teacher, next to traditional examples, every year shows and analyzes recent cases of advertising to make the course more linked to the current advertising communication. There will therefore be frequent internet connections to watch, and analyze, recent advertising, both Italian and foreign.

Office hours

See the website of Maria Pia Pozzato