This course introduces students to the knowledge and use of the semiotic method for the analysis of advertising texts. The semiotic method consists of a step by step procedure and a "box" of tools and concepts that the discipline continues to develop in order to explain the meanings of the texts circulating in society.

The course is theoretical and practical. It starts from the observation of analogical and digital advertising texts and helps to describe how they are articulated inside, what relationships they have with their co-text, with texts of the same brand produced at different times and with texts of competing brands. We will work on the semantics of these texts and on the communication strategies they imply, correlating their forms of expression with their forms of content.

Each lesson includes the analysis of an advertising campaign and the extrapolation of one or more tools to describe it. The analysis will also be dedicated to the public reception as media emphasize it. Students will learn to distinguish forms of interpretation, abuse, consumption and waste.

CLASS CONTENTS LESSON BY LESSON:

Knowledge and understanding - Students are expected to gain theoretical knowledge of the semiotic method. They will learn about the description procedure, the categories and the tools useful for the analysis both of the textual signification and of the reception processes.

Applying knowledge and understanding - Students will be able to apply the semiotic method to different advertising texts. They will proceed correctly in the segmentation and stratification of such texts and they will identify each time the concepts that are appropriate for the analysis. 

Making judgements - Students will acquire a critical awareness of the communication strategies and sagacity in grasping clues that escape others. They will be able to discern the reactions of the public.

Communication - Students will explain clearly the meanings of the advertising texts, by putting them in relation to each other, and showing the ways in which they are layered.

Learning skills - At the end of the course the students will have a good level of proficiency in the semiotic method. They will know how to reconstruct the case studies examined and they will be able to extend both the semiotic procedure and the "box" of tools and concepts to the analysis of advertising texts of various kinds. They will evaluate the effectiveness of the results they obtain and formulate self-assessment questions.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

In addition to the classes of the personal course, students will be required to follow a seminar (2 hours) organised by the CiSS, International Center of Semiotic Sciences Umberto Eco of the University of Urbino.

Teaching

Lectures and workshops.

Attendance

Classes according to the schedule for the attending students and a conference (3 hours) organised by the CiSS, International Center of Semiotic Sciences Umberto Eco of the University of Urbino.

Course books

Articles in English.

Handouts and slides provided during the course for each lesson.

Assessment

Final written exam structured (multiple choice questions) and semi-structured (analysis of a text submitted by the professor) aimed at ascertaining the understanding of concepts and tools of the semiotics method and the procedural knowledge useful to analyse advertising texts. The examination will provide an assessment of thirty.

Grading:

Excellent grades will be given in presence of: a good critical perspective and in depth knowledge; the ability to link the main subjects addressed during the course; the expert use of appropriate language and terminology.

Good grades will be given in presence of: good mnemonic knowledge of the course content; a relatively good critical perspective and the ability to connect its themes; the use of an appropriate language.

Sufficient grades will be given in presence of: minimal knowledge of the course's themes and the presence of some gaps in understanding; the use of an inappropriate language.

Low grades will be given in presence of: difficulty in understanding the course's topics; notable gaps in knowledge; the use of a clearly inappropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Teaching

Non-attending students are invited to write to the professor and to consult the teaching material (handouts, slides, examples of textual analysis, Dictionary of Semiotics) that will be uploaded on Moodle Platform during the course.

Course books

Articles in English.

Handouts and slides provided during the course for each lesson.

Assessment

Final written exam structured (multiple choice questions) and semi-structured (analysis of a text submitted by the professor) aimed at ascertaining the understanding of concepts and tools of the semiotics method and the procedural knowledge useful to analyse advertising texts. The examination will provide an assessment of thirty.

Grading:

Excellent grades will be given in presence of: a good critical perspective and in depth knowledge; the ability to link the main subjects addressed during the course; the expert use of appropriate language and terminology.

Good grades will be given in presence of: good mnemonic knowledge of the course content; a relatively good critical perspective and the ability to connect its themes; the use of an appropriate language.

Sufficient grades will be given in presence of: minimal knowledge of the course's themes and the presence of some gaps in understanding; the use of an inappropriate language.

Low grades will be given in presence of: difficulty in understanding the course's topics; notable gaps in knowledge; the use of a clearly inappropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.