Responsable du cours : Dr Deirde GILFEDDER

Langue : Anglais Nb Heures :12 Nb ECTS : 1 Coefficient : 1

Course objective

This course approaches the semiotic analysis of advertising through the practical application of tools of analysis. Reading images and text through collective readings and individual presentations aims to train the student in semiotic and discourse analysis and above all to stimulate effective and professional communication in English.

Content

1. Discussion of main points of semiotic analysis. 2. Formation of focus groups in the class around advertisements. 3. Individual presentations of students’ work with teacher and class crits.

Assessment

one oral/written presentation and group participation mark.

Recommended reading

 Roland Barthes, « Mythologies »
 John Berger, « Ways of Seeing »
 Douglas Holt, « How Brands become Cultural Icons »

Internet support :

 Tom Street, Semiotics and Advertising, University of Vermont http://www.uvm.edu/ tstreete/semiotics_and_ads/
 Daniel Chandler, MCS.

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(Master Marketing Paris Dauphine- 2008)