C103 The Semiotics of Advertising (Section 13342)
Fall 2025 (2nd 8 weeks)
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Instructors (contact info)
Course Syllabus (Grading, Policies, etc.)

Zoom link for each Monday's online lecture

Schedule

Week Date Class Topic Readings Assignments
W 9

M 10/20

 

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 10/24 11:59 pm
 

Bundle 3

What do we mean by "a sign"?

  


W 10

M 10/27

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 10/31 11:59 pm
 

Bundle 5

 Peircean model of the sign

Bundle 6

 Modes of representation

 
W 11 

M 11/3

 

 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 11/7 11:59 pm

Bundle 8

 Syntagmatics and narrative
Bundle 9 Paradigmatics and its relation to syntagmatics  
W 12

M 11/10

 

 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 11/14 11:59 pm
Bundle 11 Focus on synecdoche and irony
Bundle 12 Explore ads which combine several rhetorical tropes
W 13

M 11/17

 Lecture: Interactions (intertextuality) For M 7/28: Chandler, chapter 4 "Codes", 149-94 Term paper proposals due Wednesday 11/19 11:59 pm
Bundle 13 Intertextuality in advertising Written assignments on Bundles 13-15  due by Friday 11/21 11:59 pm
Bundle 14 Intertextuality (relating to Eisenstein's film Battleship Potemkin)
Bundle 15 Intertextuality in advertising (cont'd)
W 14 M 12/1 Lecture: Codes

Bundle 16 Introduction to ideological codes in advertising Written assignments on Bundles 16-18 due by Friday 12/5 11:59 pm

Bundle 17

 LGBTQ-associated advertising
Bundle 18 Political advertising (historical survey)
W 15 M 12/8 Lecture: Codes

Bundle 19 Introduction to ideological codes in advertising Written assignments on Bundles 19-21 due by Friday 12/12 11:59 pm

Bundle 20

 LGBTQ-associated advertising
Bundle 21 Political advertising (historical survey)
Bundle 22 For fun/interest only (no graded assignment): Career survey of Frank Budgen
No final exam! Term Paper due Thursday 12/18 by 11:59 pm