Преподавател(и):

проф. Кристиан Банков  д.н.

Описание на курса:

Компетенции:

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:
No

Форми на провеждане:
Редовен

Учебни форми:
Лекция

Език, на който се води курса:
Английски

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 / non-verifiable information, local / global Lifestyle
5. Model of Brad mythology by Lawrence Vincent - I: brand mythology elements: world view and sacred beliefs; brand agent; brand narrative; brand culture
6. Model of Brad mythology by Lawrence Vincent - II: more on brand agent and brand culture
7. Basic semiotic model (02) - the valorisation of the brand through advertising communication. Applications on the design.
8. More on the model 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. Practical application of 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. Practical application of the ad code method, preparing maps of codes in various sectors of goods and services
13. Semiotic methods for Trend Watch and other examples of semiotic monitoring of the cultural change.
14. Semiotic research of the brand in the digital age and in social media.
15. Case studies from the PhD research of the Semiotic center in NBU

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.

Средства за оценяване:

TEST 20%

WRITTEN ASINGMENT 30%

PRACTICAL ASSIGNMENT 30%

PORTFOLIO 30%

ORAL EXAM

PARTICIPATION IN SEMINAR

ESSAYS