Class Semiotics of Advertising

Considering the curricular unit of Semiotics Advertising as essential on Applied Communication, for its reflective and critical nature, the main objectives of this Course are: get to know the main theories of signs and relate them to the representation of contemporary visual signs, promote reflection about the speech and the production of meaning, enhance the analysis of the image and its meaning; provide students knowledge for different types of semiotic analysis, particularly the level of analysis of advertising signs. Through semiotic, this course aims to promote analysis of advertising production and relate it to the postmodern discourse and reflection on the strategies used by the advertising communication for understanding the various layers of emotional and cultural influences that act on the consumer.  

Not applicable

1. Introduction to Semiotic Semiotics and/or Semiology The limits of Semiotics 2. The Sign and the Meaning Different conceptions of sign Modes and modalities of the sign: indices, icons and symbols The three semiotic levels   3. The image and the advertising text 3.1. The legible and the visible and the relation between image and word 3.2. The coded message of the ads 3.3. Creative Strategies   4. The advertising and the creation of brand image Brand Semiotics The sign of brands  The objects of the brand  The brand as a symbol  The signs of the brand Interpretants of the marks / symbols The taste and smell of images

under elaboration.

A bibliografia de apoio será indicada ao longo das aulas. Fidalgo, A. (1999). Semiótica geral. Covilhã: Universidade da Beira Interior.  Fidalgo, A. (1995). Semiótica: a lógica da comunicação. Universidade da Beira Interior. Martins, M. L. (2004). Semiótica. Universidade do Minho. Link: https://repositorium.sdum.uminho.pt/bitstream/1822/996/4/moisesmartins_Semiotica_2004.pdf Saborit, José. La imagen publicitaria en televisión. Madrid: Ediciones Cátedra. 2012. Solana, Daniel. Postpublicidad. Barcelona: Postagencia. 2010. Volli, U. Semiótica da Publicidade a criação do texto publicitário. Lisboa: Eds. 70. 2016.