Sémiotique de la marque

Crédit : 2 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 15 h

Description du contenu de l'enseignement

This course aims to train students in the semiotic analysis of advertising, packaging, web sites, logos, architecture and other manifestations of the brand. Close readings of test, image, music and space will help students better understand the cultural and symbolic content of brand communication as well as branding stratégies and claims.
Planning course :
  • Introduction to semiotics. What is a sign. Denotation and connotation. Paradigms, syntagms. Position maps and the semiotic square
  • Understanding myth and narrative. Group activities
  • Please bring scissors, glue and a magazine
  • Who do brands address ? How do brands communicate to new consumers ?
  • The environment and the experience economy. Architectural space. Experiences. Virtual worlds. Presentations

Mode de contrôle des connaissances

  • Participation : 20%
  • Group presentations – Semiotic analysis of competing brands or brand audit : 80%

Bibliographie, lectures recommandées

  • Arvidsson, Adam, Brands : Meaning and Value in Media Culture, Routledge, 2006.
  • Berger, John, Ways of Seeing, Penguin Modern Classics.
  • Barthes, Roland Mythologies,Seuil, 1970 (1956).
  • Danesi Marcel, Brands, Routledge, 2006.
  • Floch, Jean-Marie, Sémiotique, marketing et communication, PUF, 1995.
  • Frank Thomas, The Conquest of Cool, University of Chicago Press, 1998.
  • Heilbrunn, Benoît, La marque, PUF. 2010.
  • Klingmann, Anna, Brandscapes. MIT Press. 2007.
  • Pine and Gilmore, Welcome to the expérience Economy.
  • Walker, Rob, Buying In : who we are and what we buy ? Random house, 2010.

Enseignant responsable


Année universitaire 2017 - 2018 - Fiche modifiée le : 07-07-2017 (15H20) - Sous réserve de modification.