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Semiotic analysis of advertising
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Conférence : Dr Deirde GILFEDDER
Objective
Initiation into the semiotic analysis of advertising and brand image. Students will lbe introduced to the semiotic basics – theory of the sign, connotation, communication model, semiotic squares and brand maps. Students will begin to understand how signs communicate meanings and relationships.
Content
Introductory class on semiotics.
Activity – focus groups with creative work on mood boards.
Active participation is required for this session.
(Master Marketing Paris Dauphine- 2011)

