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.
    • In particolare, oggetto d’esame solo le seguenti parti
      • Capitolo 1 (solo 1.1 e 1.2) “Semiotica e pubblicità: dalla retorica al semi-simbolismo”
      • Capitolo 2 “Analisi narrativa di nescafé per caffelatte”
      • Capitolo 3 “semiotica e marketing: le strategie del consumo”
  • FLOCH J.M. (1992), Semiotica marketing e comunicazione, Franco Angeli
    • In particolare, oggetto d’esame solo le seguenti parti
      • Capitolo 2 ”Fuor dal testo non v’è salvezza. La prospettiva semiotica”
      • Capitolo 6 “’j’aime j’aime’. Pubblicità di automobili e sistema dei valori di consumo”
      • Capitolo 8 “ ‘Uccisi nell’uovo’: le semiotiche i gioco nelle differenti filosofie della pubblicità”
  • ZANNIN A. (2003)“La costruzione del valore e la dimensione patemica: intorno a uno spot Barilla”. InOcula 4 www.ocula.it
• FOR STUDENTS WHO ARE NOT ABLE TO ATTEND 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
    • In particular, in scope for the exam only the following parts
      • Chapter 2 ”Fuor dal testo non v’è salvezza. La prospettiva semiotica”
      • Chapter 3 “Siete esploratori o sonnabuli? Elaborazione di una tipologia comportamentale dei viaggiatori della metropolitana” Chapter 5 “Il rifiuto dell’euforia. Un disaccordo tra case farmaceutiche e medici generici”
      • Chapter 6 “’j’aime j’aime’. Pubblicità di automobili e sistema dei valori di consumo”
      • Chapter 8 “ ‘Uccisi nell’uovo’: le semiotiche i gioco nelle differenti filosofie della pubblicità”
  • ZANNIN A. (2003)“La costruzione del valore e la dimensione patemica: intorno a uno spot Barilla”. InOcula 4 www.ocula.it
  • ZANNIN (2008)“Per una semiotica al lavoro. Approcci e toolkit semiotici nei progetti di marketing e comunicazione” In La semiotica e il progetto, Franco Angeli (the lecturer will make it directly available on request)

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 – max 20 slides by a project – team works: from a min of 4 to a max of 6 people, with distinctive and signed parts of the document. The subject will be discussed with the Lecturer and could be focused on one of the following macro-area:

• Analysis of communication of a category: i.e. Ads of 4-5 competitors/playes + an overall synthesis of the competitive scenario
• Analysis of the communicative evolution of a brand: i.e: how the ad of the brand XXX has evolved in the last 10 years?
• Analysis of the communicative mix: i.e. logo, pack, tv and social comm.
• In depht analysis of an adv text

Students are able to attend the lesson, will have the opportunity to increase their “assessment score” through a very well focussed individual paper (one page) who can exploit and deepen the subject dealt during the lessons (1 added point). These individual papers should be delivered during the course, not at the end.

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