Semiotics of Advertising
|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|
|Punkty ECTS i inne:||
zobacz reguły punktacji
Zajęcia w cyklu "Semestr letni 2020/2021" (w trakcie)
|Okres:||2021-02-25 - 2021-06-15||
zobacz plan zajęć
Wykład, 30 godzin, 40 miejsc więcej informacji
|Prowadzący grup:||Małgorzata Lisowska-Magdziarz|
|Lista studentów:||(nie masz dostępu)|
|Zaliczenie:||Przedmiot - Egzamin|
(tylko po angielsku) General oveirview of the semiotic theories as applied to the advertising and other promotion messages in media.
(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
(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.
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.
1. Participation in discussions (20%)
2. Presentations during the seminar (30%)
2. Final essay (70%)
|Terminy egzaminów i zaliczeń:||
(tylko po angielsku) The essays are to be completed by the end of the semester. The discussion about them will be taking place in the first week of the examination session. The terms are up for negotiation and can be changed accordingly to the preferences of the group.
|Metody dydaktyczne - słownik:||
(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) 5 ECTS
30 hours (participation in the lecture) + 30 (one’s own work, presentations) + 20 (final essay) =
|Wymiar, zasady i forma odbywania praktyk:||
(tylko po angielsku) non applicable
(tylko po angielsku) |
The main objectives of the course are: to provide students with the semiological tools and techniques allowing to independently and critically analyse the form and content of advertising and marketing communication; to give students the ground for a broader reflection on cross-relationships between the popular/consumption culture, mass media, and the advertising discourse; to create the framework/template for students’ own critical – journalist or scholarly – writing about advertising and its connections with media discourse.
(tylko po angielsku) |
The course consists of ten sessions (3x45minutes each). The most important topics are enumerated below, but the actual proportion of the content will depend on the interests of participants, as associated with the topics of their dissertations.
I - II. Semiology and semiotics, a recollection of primary terms and concepts of semiotic theory. Syntactics, semantics, pragmatics. Signs, metasigns, codes. Denotation and connotation. Icons and iconicity; indexes and indexicality; symbols. Message, text, discourse. The materiality of the sign and its consequences. Multimodality of communication.Application of these terms to the advertising material - case studies, microanalyses, discussion.
III-IV. Syntagmatic and paradigmatic analysis. Binary oppositions as carriers of meaning. Markedness and unmarkedness. Syntagmatic and paradigmatic aspects of an advertising text. Space: the screen as the space of analysis. Time: narratives and narrative formulas. Conceptual relationships and their representation in the text.The syntax of advertising in different media. Application of these terms to the advertising material - case studies, microanalyses, discussion.
V. Semiological and cultural codes and subcodes in advertising communication. Genres and formats of advertising messages. Transmedia narratives in advertising. Advertainment and other convergent forms of advertising. Levels of coding in advertising messages. Application of these terms to the advertising material - case studies, microanalyses, discussion.
VI. Semiotics and rhetoric. Major rhetorical tropes: metaphor, metonymy, irony, as the cognitive devices. The persuasive potential of rhetorical tropes in advertising. Is visual or multimodal rhetoric possible? The rhetorical dimensions of multimodal messages. Application of these terms to the advertising material - case studies, microanalyses, discussion.
VII. Myths as narratives and as the significative chains/networks. The mythology of popular culture and media. Main myths of contemporary consumer and postconsumer societies. Myths and stereotypes in communication. Application of these terms to the advertising material - case studies, microanalyses, discussion.
VIII. Ideology. Understanding of ideology and ideological analysis of different messages in the consumerist discourse and in particular advertising messages. Advertising and power structures. Power in persuasive communication. Application of these terms to the advertising material - case studies, microanalyses, discussion.
IX. Intertextuality. The levels of intertextuality. The culture as the palimpsest. Intertextuality as an imminent feature of advertising messages. The persuasive potential of intertextuality in advertising communication. Application of these terms to the advertising material - case studies, microanalyses, discussion.
X. An active receiver in the process of reception/creation of meanings. Hegemonic, oppositional, and negotiated character of reception and interpretations of the texts in social communication. “Semiological guerilla” in and around advertising communication. Application of these terms to the advertising material - case studies, microanalyses, discussion.
(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.
Bignell J., Media Semiotics. An Introduction, Manchester 2002.
Chandler D. Semiotics: The Basics, London, Routledge, 2002 / 2007.
Jewitt C., The Routledge Handbook of Multimodal Analysis, London & New York 2009, 2011
Właścicielem praw autorskich jest Uniwersytet Jagielloński w Krakowie.