Introduction to Semiotics

Introduction to Semiotics

Learning outcomes
By the end of the course, delegates should have an understanding of the basics of:

• the intellectual background of semiotics
• some basic theories and theorists
• some basic semiotic techniques
• their own capacity to apply semiotic thinking
• how semiotics can work to help brands and brand communications

Agenda
9.30am Semiotics- theoretical background
What actually is it and what does it analyse?
Who are the key thinkers and what are their theories? (Barthes, Propp, Levi Strauss, Saussure, Eco)
11.00am -Break-
11.15am Theory in focus
Exploring the semiotician's toolkit: myths, narratives, codes, rhetoric and other mechanisms of meaning.
12.45pm -Lunch-
1.45pm Applying the theory
Looking at ads, packs, environments, the web, the media
3.45pm -Break-
4.00pm Semiotics and market research
How does semiotics fit into the broader research picture?
Case study: semiotics and qual research
5.00pm Q and A/ closing remarks/ next steps.