SEMIOTICS, INTRODUCTION: HOW SYMBOLS, PACKAGING & ADVERTISING COMMUNICATE

COURSE CATEGORY:

  • Professional Development course

INSTRUCTOR(S):

Semiotic analysis is an academic discipline that has been used successfully as a deep qualitative market research methodology for many years, especially in European and global branding projects.

The course outlines the fundamentals of semiotic analysis, teaching participants how to 'think semiotically' and how to use semiotics to dissect, understand, and pose qualitative hypotheses about the deeper cultural meaning behind brand names, CPG packaging, print and television advertising.

Course structure is a combination of lecture-style instruction and hands-on workshop exercises with contemporary advertising and marketing communications to allow participants to see how the methodology works in the 'real world'.

By the end of the day-long workshop, participants will be able to understand the fundamentals of semiotic analysis, including the difference between 'signifieds' and 'signifiers', 'denotation' and 'connotation', 'emergent, dominant, and residual codes', 'binary oppositions', and the 'semiotic square' analytical tool.

Participants will also be able to apply these tools to marketing communications in order to develop qualitative hypotheses about what these texts mean to potential consumers on a subconscious, cultural level see a deeper level of communication complexity in print creative, television commercials, brand names, and websites. As well as see important implications for social media and the role of near instant photography and video-uploading better understand the enduring appeal of The SimpsonsSouth Park, and Family Guy.


MAJOR TOPICS COVERED IN THIS COURSE INCLUDE

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SUGGESTED AUDIENCE

  Members seeking CMRP designation Client-Side Researcher Research Supplier    
Little or no exposure   Less than 2 years experience 2-8 years experience 8+ years experience

Location(s) Course Date(s) Registration 
     

 

  • Course Length: 1 Day
  • Check-in: 8:30 am
  • Classes: 9 am - 5 pm
  • Lunch will be provided
  • For terms and conditions, click here

The venue address will be sent to you as part of your course registration confirmation.

Member Regular* Non-Member Regular* Student Regular*
$599
$749
$399

*Plus applicable taxes

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.