Svetlana Bochaver
Semiotics in marketing. An experience of creation of a course.
Abstract
Together with the founders of the Education Lab «Kosmos» we created a course «Semiotics in Marketing: reaching consumers' hearts» (http://semiotics.kosmos.one/). While many scholars in the US and Europe study applied semiotics and marketing semiotics, in Russia this field is still underdeveloped, it is not very popular with academics and even less popular with private sector firms.
Our course addresses the professionals who work in Russia in marketing and advertising and for those who would like to deepen their knowledge of culture and communication. Thus, the main objectives of the course are:
For the vast majority of our students, it is the first encounter with semiotics and for some of them – with the humanities in general. This fact determined our approach to the selection and presentation of the couse material. Firstly, we decided not to use when possible sophisticated terminology and when possible limit ourselves to a very plain and easily comprehensive language. We faced the tasks of information conversion and discoursive transformations and transfers. The second important point was the requierment for applicability of all the knowledge and information provided in the course.
The program of the course.
Bionote
PhD in Linguistics, research fellow at Institute of Linguistics of Russian Academy of Sciences. MBA candidate at the University of Oxford. Studies general linguistics, language theory, cultural and language transfers, semiotics of poetry and theatre and peculiarities of communication in different discourses. Co-author and editor of a monograph “Linguistics and Semiotics of Cultural Transfers” (2016).
Abstract
Together with the founders of the Education Lab «Kosmos» we created a course «Semiotics in Marketing: reaching consumers' hearts» (http://semiotics.kosmos.one/). While many scholars in the US and Europe study applied semiotics and marketing semiotics, in Russia this field is still underdeveloped, it is not very popular with academics and even less popular with private sector firms.
Our course addresses the professionals who work in Russia in marketing and advertising and for those who would like to deepen their knowledge of culture and communication. Thus, the main objectives of the course are:
- To improve B2C communiaction, help companies and advertising agencies to understand better their clients and final consumers.
- To offer new options to conduct marketing research.
- To give new tools to create brands and differntiate the market.
For the vast majority of our students, it is the first encounter with semiotics and for some of them – with the humanities in general. This fact determined our approach to the selection and presentation of the couse material. Firstly, we decided not to use when possible sophisticated terminology and when possible limit ourselves to a very plain and easily comprehensive language. We faced the tasks of information conversion and discoursive transformations and transfers. The second important point was the requierment for applicability of all the knowledge and information provided in the course.
The program of the course.
- Introduction to semiotics and marketing semiotics.
- Examples of semiotic research in marketing.
- Cultural codes and Williams´ framework.
- Visual communication, methods of visual analysis.
- Discourse analysis: how to read between the lines.
- Narrative analysis.
- Semiotic square: Greimas, Floch, Semprini.
- Semiotic analysis of artefacts of pop-culture.
- Semiotic analysis of marketing communication.
- Simiotics of myth. Archetypes and myths in culture, consumption and brand communication.
Bionote
PhD in Linguistics, research fellow at Institute of Linguistics of Russian Academy of Sciences. MBA candidate at the University of Oxford. Studies general linguistics, language theory, cultural and language transfers, semiotics of poetry and theatre and peculiarities of communication in different discourses. Co-author and editor of a monograph “Linguistics and Semiotics of Cultural Transfers” (2016).