COMM 3308 Lecture Notes - Lecture 2: Semiotics, Totem, Blackboard
Document Summary
Lecture 2 january 26 th semiotics of advertising: Context things you can control (marketing) and things you cannot. Advertising operates in a social, economic, environmental, political context. They can control the messages, and the company that they"re advertising. They can negotiate with the companies that they"re working for how to make the marketing sync with the distribution for. No fail strategies: babies, cute animals, talking animals, they can backfire if done in poor taste. Element of surprise: if something takes us by surprise then we do a double-take and remember the product easier, it"s not something we are accustomed to. Self deprecation, though it isn"t a no fail it"s gone through phases of popularity and then it hasn"t zombie advertising . Semiotics: the study of signs and symbols to look for something (a. Sign, signifier (the thing that acts), signified (a representation/symbol of.