C103 The Semiotics of Advertising (Section 12919)
Summer 2025 (2nd 8 weeks)
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Course Syllabus (Grading, Policies, etc.)

Zoom link for each Monday's online lecture

Schedule

Week Date Class Topic Readings Assignments
W1

M 6/23 

 

Lecture: Intro & formalities. Why advertising?

 For M 6/30: Chandler, chapter 1 "Models", 13-68

 
 

Bundle 1

Why advertising?

 

 
  Bundle 2 Sexual symbols in advertising   Written assignments on Bundles 1-3  due by Friday 6/27 11:59 pm
 

Bundle 3

What do we mean by "a sign"?

  


W2

M 6/30

Lecture: Models of the sign+ Realities

For M 7/7: Chandler, chapter 3 "Structures", 97-147

 
  Bundle 4 Two models of the sign   Written assignments on Bundles 4-6 due by Friday 7/4 11:59 pm
 

Bundle 5

 Peircean model of the sign    
 

Bundle 6

 Modes of representation  

 
W 3 

M 7/7

 

 Lecture: Structures (syntagmatics & paradigmatics) For M 7/14: Chandler, chapter 5 "Ways of meaning", 195-224  
 

Bundle 7

 Deviations from reality   Written assignments on Bundles 7-9  due by Friday 7/11 11:59 pm
 

Bundle 8

 Syntagmatics and narrative    
  Bundle 9 Paradigmatics and its relation to syntagmatics    
W 4

M 7/14

 

 Lecture: Ways of meaning (rhetorical tropes)
(plus discussion of term paper)		 For M 7/21: Chandler, chapter 6 "Interactions", 225-62

Bundle 10

 Focus on metaphor and metonymy Written assignments on Bundles 10-12  due by Friday 7/18 11:59 pm
Bundle 11 Focus on synecdoche and irony
Bundle 12 Explore ads which combine several rhetorical tropes  
W 5

M 7/21

 Lecture: Interactions (intertextuality)   For M 7/28: Chandler, chapter 4 "Codes", 149-94 Term paper proposals due Wednesday 7/23 11:59 pm
Bundle 13 Intertextuality in advertising Written assignments on Bundles 13-15  due by Friday 7/25 11:59 pm
Bundle 14 Intertextuality (relating to Eisenstein's film Battleship Potemkin)
Bundle 15 Intertextuality in advertising (cont'd)
W 6 M 7/28 Lecture: Codes

Bundle 16 Introduction to ideological codes in advertising  Written assignments on Bundles 16-18 due by Friday 8/1 11:59 pm

Bundle 17

 LGBTQ-associated advertising
Bundle 18 Political advertising (historical survey)
Bundle 19 For fun/interest only (no graded assignment): Career survey of Frank Budgen
    No final exam!   Term Paper due Friday 8/1 by 11:59 pm