Semiotics Made Practical

Objective

The course will cover the intellectual background of semiotics, basic theories and theorists, basic semiotic techniques, applying semiotic thinking and how semiotics can work to help brands and brand communications.

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.

Who will benefit?

This course will benefit researcher, planners, marketers and managers who wish to learn more about semiotics and want to develop their understanding into a business tool.

Price

Members £305 + VAT
Non-members £455 + VAT

Book now

Research Skills: Introductory

24 November 2010

Venue: 15 Northburgh Street, London EC1V 0JR

Course leaders

Rob Thomas, Director of Practical Semiotics, and Martin Lee, co-founder of Acacia Avenue

Rob first studied semiotics while at Oxford University, and since 1998 he has provided semiotic analysis for a huge variety of international and British brands. He spent seven years as a senior analyst with Semiotic Solutions, the pioneers of marketing semiotics, before founding his own ‘semiotic hot shop’. Rob's previous experience in Brand Management (L'Oreal) and Sales (P&G) gives a practical, business-focused edge to his semiotic work.

Martin is a former Marketing Director of Waterstone’s and Partner at The Fourth Room. Martin started his career working in university bookshops before joining WH Smith as Buying and Marketing Manager for books. At WH Smith, Dillons and Waterstones, Martin introduced innovations that changed the way in which fiction was published in the UK.

“The course was great and now I think I would like to do an intermediary course on semiotics.”

Anna Fflur Davies, S4C
Semiotics Made Practical, 18 September 2009

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