College of Arts and Sciences | The Semiotics of Advertising
C103 | 29183 | Fowler, G.


COLL-C 103 29183 The Semiotics of Advertising (Fowler, G.: Slavic
Languages and Literatures) (A & H) (3 cr.)

10:10-11:00AM MW
See Schedule of Classes for discussion section times

Semiotics is the science of the sign: anything which functions in
communication. In this course we apply semiotic methods to the study
of advertising, which must communicate compellingly in a very short
time or in a limited space. As a result, advertising is a perfect
laboratory for the semiotic methodology because it must use signs very
effectively. In fact, the finest advertising approaches poetry in its
artistic subtlety and power. Semiotics is an extremely flexible tool
which is useful in a wide range of academic fields.

Readings are drawn primarily from an introductory textbook on
semiotics, while most of the illustrative material used in lecture
comes from video and print advertising. A web page serves as an
archive of all the ads viewed in the course lectures. Weekly
assignments require students to answer questions based on the readings
and to write brief annotations of ads found by each individual
student. There is a midterm and a final exam, and students will write
a term paper, or course project, exploring semiotic themes in
advertising texts.