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Semiotics of Advertising

Informacje ogólne

Kod przedmiotu: WZ-ER.013 Kod Erasmus / ISCED: (brak danych) / (0300) Nauki społeczne, dziennikarstwo i informacja
Nazwa przedmiotu: Semiotics of Advertising
Jednostka: Wydział Zarządzania i Komunikacji Społecznej
Grupy:
Punkty ECTS i inne: 4.00
Język prowadzenia: angielski

Zajęcia w cyklu "Semestr letni 2019/2020" (zakończony)

Okres: 2020-02-24 - 2020-06-14
Wybrany podział planu:


powiększ
zobacz plan zajęć
Typ zajęć: Wykład, 30 godzin więcej informacji
Koordynatorzy: Małgorzata Lisowska-Magdziarz
Prowadzący grup: Małgorzata Lisowska-Magdziarz
Lista studentów: (nie masz dostępu)
Zaliczenie: Przedmiot - Egzamin
Cele kształcenia:

(tylko po angielsku) General oveirview of the semiotic theories as applied to the advertising and other promotion messages in media.

Efekty kształcenia:

(tylko po angielsku) Learning outcomes:

1. Students have ability to use basic terms, central concepts and ideas of semiology to analyze media messages, particularly the persuasive ones

2. Students have ability to present and explain their own analysis of advertising messages

3. Students can place their own analysis of advertising messages in a broader context of mediatised culture, media convergence processes, consumption and post-consumption society, and new media


Wymagania wstępne:

(tylko po angielsku) 1. General interest in the topics of popular culture, mediatized society, and media discourses

2. The acquaintance with the notion of semiology and understanding of basic semiological terms (like sign, symbol, connotation etc.)

Forma i warunki zaliczenia:

(tylko po angielsku) To complete this course a student must submit a written analysis (2,5 thousand words) of selected advertising message. This analysis must include concepts and analytical categories discussed during the lectures and place the analyzed message in a broader cultural and social context.


New 2020

To complete the course, the students are required to write a final essay (2000 words maximum) and send it to the lecturer via e-mail by June 15th.

The grades are given based on the essays, but in case of the doubts as to their quality, or clarity, the authors will be required to talk to the lecturer via Teams or Messenger, to clarify the issues and answer additional questions.

The detailed instructions as to the guide to the writing of the essay have been posted on Pegasus platform in April

Metody sprawdzania i kryteria oceny efektów kształcenia uzyskanych przez studentów:

(tylko po angielsku) Learning outcomes are assessed at three levels:

1. student’s participation in discussions during lectures

2. student’s own presentation of particular case studies during the seminar part of the course

3. quality of a paper submitted by the end of semester.

Final grade:

1. Participation in discussions (20%)

2. Presentations during the seminar (30%)

2. Final essay (70%)


Metody dydaktyczne:

(tylko po angielsku) Every unit is composed of short lecture + seminar - case studies: semiological analysis of particular, chosen media materials, conducted by participants in cooperation with the lecturer

Bilans punktów ECTS:

(tylko po angielsku) 4 ECTS


30 hours (participation in the lecture) + 30 (one’s own work, presentations) + 20 (final essay) =

80 hours


Wymiar, zasady i forma odbywania praktyk:

(tylko po angielsku) non applicable

Skrócony opis: (tylko po angielsku)

The main objectives of the course are:

- to provide students with the semiological tools and techniques allowing to independently and critically analyze the form and content of advertising and marketing communication

- to give students ground for a broader reflection on cross-relationships between the popular/consumption culture, mass media, and the advertising discourse

- to create basis for student’s own critical – journalist or scholarly – writing about advertising and its connections with media discourse

Pełny opis: (tylko po angielsku)

Course topics:

I. Semiology and semiotics, recollection of primary terms and concepts of semiotic theory. Syntactics, semantics, pragmatics. Signs, metasigns, codes. Denotation and connotation. Icons, indexes, symbols. Message, text, discourse

II. General background for semiological analysis of advertising: consumption society, consumption and post-consumption values, convergence culture, mediatisation, participatory model of media reception etc.

III. Sense and interpretation. Representation. Communication competence. Conventions. Motivation and arbitrariness. Polisemy of culture/polisemy of advertising. Limits of interpretation and “semiological guerilla”

IV. Syntagmatic and paradigmatic analysis. Syntagmatic and paradigmatic aspects of advertising

V. Codes; advertising as a code; subcodes of advertising and their persuasive meaning

VI. Icons and iconicity. Visual character of advertising. Multimodality of advertising messages.

VII. Symbols and allegories; their creation, interpretation, influence; the role of symbols in advertising.

VIII. Indexes and indexicality. Indexes and indexical

IX. Semiotics and rethorics. Semiological potential of rethorical. tropes. Rethorics of multimodal advertising messages.

X. Metaphor, metonymy, irony; their role in advertising metonymies in advertising.

XI. Myths. Binary oppositions as carriers of meaning. Anomality; why is commercial culture infatuated with anomal categories? Markedness and unmarkedness..

XII. Myths revisited. Mythology of popular culture and media. Advertising as mythologocal system. Main myths of contemporary advertising. Myths and stereotypes

XIII. Ideology. Understanding of ideology and ideological analysis of advertising messages.

XIV. Intertextuality. Three levels of intertextuality. Intertextuality as an imminent feature of contemporary media messages. Persuasive potential of intertextuality in advertising.

XV. An active receiver in the process of reception / creation of meanings. Negotiative character of reception of advertising. “Semiological guerilla” revisited.

Literatura: (tylko po angielsku)

Barthes R., Mythologies, Hill and Wang, New York, 1984 (Barthes R., Mythologies, Paris, Editions de Seuil, 1957)

Beasley R., Danesi M., Persuasive Signs. The Semiotics of Advertising, London, Walter de Gruyter, 2002.

Chandler D. Semiotics: The Basics, London, Routledge, 2002 / 2007.

Floch J.M. (2001): Semiotics, Marketing and Communication: Beneath the Signs, the Strategies. Nowy Jork, Palgrave.

Hall S: Encoding/Decoding [w]: S.Hall, D.Hobson, A.Lowe i P.Willis (wyd.): Culture, Media, Language (1980, Londyn)

Goldman R., Papson H. (1996): Sign Wars. The Cluttered Landscape of Advertising. Nowy Jork: Guilford Press.

Kress G. (2010). Multimodality. A Social Semiotic Approach to Contemporary Communication. Nowy Jork: Routledge.

Kress G., Van Leeuven T. (2006). Reading Images: the Grammar of Visual Design, wyd II. Nowy Jork: Routledge.

Messaris P. (1997). Visual Persuasion. The Role of Images in Advertising. Nowy Jork: Sage.

Oswald L. R. (2012): Marketing Semiotics. Signs, Strategies, and Brand Value. Cambridge: Oxford University Press.

Zajęcia w cyklu "Semestr letni 2020/2021" (jeszcze nie rozpoczęty)

Okres: 2021-02-24 - 2021-06-14
Wybrany podział planu:


powiększ
zobacz plan zajęć
Typ zajęć: Wykład, 30 godzin więcej informacji
Koordynatorzy: (brak danych)
Prowadzący grup: (brak danych)
Lista studentów: (nie masz dostępu)
Zaliczenie: Przedmiot - Egzamin
Opisy przedmiotów w USOS i USOSweb są chronione prawem autorskim.
Właścicielem praw autorskich jest Uniwersytet Jagielloński w Krakowie.