SEMM723 Семиотични изследвания на търговската марка


The course Semiotic methods for brand research introduces students to the established and already become classic approaches of semiotic theory, revealing the symbolic mechanisms of advertising and marketing communication. Various theoretical models are demonstrated with concrete examples from passed and current campaigns at Bulgarian and international media; during the course is examined the competitive dynamics of the most popular brands and are analyzed their long-term communication strategies.

прочети още
Бранд мениджмънт (на английски език)


проф. Кристиан Банков  д.н.

Описание на курса:


After completing successfully this course the students will:

1) know:

• the main types of applied semiotics.

• the structural methods for analysis of the brand.

• a semiotic typologies of service users and how to valorize products.

• a semiotic positioning (mapping) of brands and brand codes.

2) are capable of:

• exploring the status of a brand based on a semiotic analysis of communicative strategy of valorization.

• positioning a specific brand in the competitive frame.

Предварителни изисквания:

Форми на провеждане:

Учебни форми:

Език, на който се води курса:

Теми, които се разглеждат в курса:

1 Introduction of the semiotic approach. Real and virtual. Semiotic and non-semiotic brands. Guidance on the selection of brands for the entire master's program.

2 Basic semiotic terms: text interpretation, structure, narrative

3 Basic semiotic models of culture: Semiosphere and encyclopaedia

4 Model 01 for positioning of the brand: verifiable / nonverifiable information, local / global Lifestyle

5 Model of Brad mythology by Lawrence Vincent - I

6 Model of Brad mythology by Lawrence Vincent - II

7 Basic semiotic model (02) - the valorisation of the brand through advertising communication. Applications on the design

8 Exercises on analysis of valorisation of brands in specific campaigns. Semiotic mapping by Andrea Semprini

9 Ethnomethodology and semiotic typology of service users: the case of Paris Metro

10 Exercises on the semiotic typology of users of services: supermarket and university. Design of questionnaires for interviews and quantitative research.

11 The method of Malcolm Evans to decode advertising communication: the example of advertisements for beer

12 Exercises on preparing maps of codes in various sectors of goods and services

13 Semiotic methods for Trend Watch

14 Typology of advertising philosophies

15 Exercises on combined application of the studied methods

Литература по темите:

Floch, Jean-Marie (2001/1990). Semiotics, Marketing and Communication: Beneath the Signs, the Strategies. Robin Orr Bodkin (trans.). New York: Palgrave MacMillan.

Harvey, Michael, Evans, Malcolm (2001), Cracking the Code, in „Research” (Apr.), pp. 31-34;

Daniel Chandler, 2002, 2007, Semiotics: the basics, London/New York: Routledge.

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