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Brands and branding in a semiotic perspective ( forår 2011 - 10 ECTS )

Rammer for udbud

Uddannelsessprog: engelsk
Niveau: kandidat
Semester/kvarter: semester
Timer per uge:
Deltagerbegrænsning: 30
Undervisningssted: Århus
Hovedområde: Det Humanistiske Fakultet
Udbud ID: 29632

Formål

Branding signs is a course about brands as signs and branding as a sign process. How is a brand capable of creating communities? What is a community? How does one get attracted to a community? What is an emotion? How does a brand becomes endowed with certain life style values? What is a value? These questions are central for the course.

Indhold

Most theory of brands and branding often lacks theories about cognition, it often neglect basic recognition elements, and is very superficial it is analysis of brands. Most theories deal with life style values, without presenting a sufficient definition of the concept of value. And without more than a common sense understanding of values, it is impossible to understand how values can affect the relevant minds. It seems like the superficial approach to brands and branding is reflected in a superficial marketing culture in a superficial consumer culture. The branding theory I will present here and the aim of the course is to enable the students to identify and think about the emotional effects brand values cause, to make them understand branding as a process of creating emotional communities; to understand the brand as a sign and branding as a sign process in semiotic terms. Finally, to enable the students to understand how brands communicate, what brand communication is in semiotic terms. Core concepts are: Brands, branding, community, communication, emotions, semiotics.

Faglige forudsætninger

Underviser

Torkild Thellefsen

Undervisnings- og arbejdsform

Holdundervisning, gruppearbejde og studenteroplæg

Engelsk

Litteratur

Kan indgå i uddannelsen som:

INF linje a og b: KFL og valgfag
MED:Medie- og samfundsteori og medieæstetik eller Mediesystemanalyse og kommunikationstilrettelæggelse eller valgfag
DD linje a og b: valgfag
cand public: valgfag

Audiodesign: valgfag