Teacher(s)

Mayeur Ingrid;

Language

French

Main themes

The course will offer a critical description and presentation of the advertising industry, ranging from production areas through mediatisation campaigns and activities, to recipient populations. It will also present various analytical methods and methodological approaches to enable students to understand the many aspects of the discourse and of advertising strategies. There will be a special focus on a comparative study of the various parts of the media used by advertising.

Aims

At the end of this learning unit, the student is able to :
1.	Identify advertisements as a global phenomenon, and to understand them in their institutional, meaningful and communicational dimensions and in their various media crystallisations ;
2..	Have acquired the conceptual and methodological means to conduct analyses in, and critical interpretations of, various media forms of advertising communication, in addition to a good knowledge of the pole of production (the world of advertising).

Content

The course will provide efficient theoretical, conceptual and methodological tools for the production of a semio-communicational analysis of advertising messages.
The first part will clarify the notion of advertising communication and the stakes of its inclusion in a context now marked by the diversification of media and formats (including web diffusion), the blurring of commercial messages and the growing presence of brands. The second part will provide an overview of the theoretical bases mobilized for the analysis of advertising discourse in different disciplinary fields (rhetoric, pragmatics, discourse analysis, semiotics) and will more particularly detail certain tools and concepts. The third part will propose a method for the semio-communicational analysis of an advertising message. The fourth part of the course will be based on guidance sessions, during which students will be able to present their work in progress.
The course is partly based on the material in the textbook "Analyser les discours publicitaires" by K. Berthelot-Guiet (2015); some points will be explored in greater depth, in particular by means of articles gathered in a reading portfolio (cf. bibliography), while others will not be addressed. At the end of the module, the student will deliver a personal work of semio-communicational analysis of a visual advertising message, on the basis of which he or she will be evaluated: the instructions will be specified during the first course.

Teaching methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

Teaching methods will combine lectures with note-taking by students, reverse class time for discussion of articles or prepared exercises, and guidance sessions for assessment work. The reading portfolio as well as the visual materials for the course will be put on Moodle.
As far as possible, the course will be delivered in a face-to-face setting. If strict confinement is necessary, recorded PPTs may be posted on Moodle, accompanied by video conferencing time (Teams). The sessions dedicated to guiding the work should allow students to be received individually or in small groups, in compliance with health regulations.

Evaluation methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

The assessment is based on an individual work in which the student will conduct a semio-communicative analysis of a visual advertising message.
The assignment instructions and the evaluation grid will be presented during the first class. Students are asked to have their subject validated by the teacher before October 31, 2020.
The work must be posted on Moodle on the first day of the semester, i.e. January 4, 2021.

Other information

Course requirements: Compulsory 2nd-cycle degree courses in information and communication.

Bibliography

Bibliographie indicative

• Baygert, Nicolas. 2015. « L’Union européenne, vers un récit de marque refondé ? » Communication & langages n° 183 (1): 133‑51, https://www.cairn.info/revue-communication-et-langages1-2015-1-page-133.htm
• Berthelot-Guiet, Karine. 2015. Analyser les discours publicitaires. ICOM. Série Discours et communication. Paris: Armand Colin.
• Bonhomme, Marc (éd.). Les nouveaux discours publicitaires. Semen 36, https://doi.org/10.4000/semen.9599
• Floch, Jean-Marie. 1990. Sémiotique, marketing et communication: sous les signes, les stratégies. Formes sémiotiques. Paris: Presses Universitaires de France.
• ———. 1995. Identités visuelles. Formes sémiotiques. Paris: PUF - Presses Universitaires de France.
• Heilbrunn, Benoît. 2006 [2001]. Le logo. Que sais-je ? 3586. Paris: PUF - Presses Universitaires de France.
• Joly, Martine. 2016. L’image et les signes. 2e édition. Cinéma/arts visuels. Paris: Armand Colin.
• Krieg-Planque, Alice. 2017. Analyser les discours institutionnels. Nouvelle présentation. ICOM. Discours et communication. Malakoff (Hauts-de-Seine): Armand Colin.
• Lugrin, Gilles. 2006. Généricité et intertextualité dans le discours publicitaire de presse écrite. Peter Lang.
• Montserrat, Diaz López. 2006. « L’hétérogénéité du discours publicitaire ». Langage et sociéte n° 116 (2): 129‑45.
• Saemmer, Alexandra. 2015. Rhétorique du texte numérique: figures de la lecture, anticipations de pratiques. Lyon: Presses de l’Enssib. https://books.openedition.org/pressesenssib/3870  

1. Cardon, Dominique. 2019. « La publicité en ligne ». In Culture numérique, 310‑20. Paris: Presses de Sciences Po. https://www.cairn.info/culture-numerique--9782724623659-page-310.htm.
2. Amossy, Ruth. 2014. « L’éthos et ses doubles contemporains. Perspectives disciplinaires ». Langage et societe n° 149 (3): 13‑30. https://www.cairn.info/journal-langage-et-societe-2014-3-page-13.htm
3. Barthes, Roland. 1964. « Rhétorique de l’image ». Communications 4 (1): 40‑51. https://doi.org/10.3406/comm.1964.1027.
4. Dano, Florence. 2005. « Du système de valeurs au produit: apports de la sémiotique au développement marketing des produits ». In Les objets au quotidien, édité par J. Fontanille et A. Zinna, 59‑78. Nouveaux actes sémiotiques / dirigée par Jacques Fontanille. Limoges: Pulim.
5. Heilbrunn, Benoît. 2001. "Les différents types de logos", in: Le logo. Que sais-je ? 3586. Paris: PUF - Presses Universitaires de France, 86-107.
6. Floch, Jean-Marie. 1995. "La voie des logos", in: Identités visuelles. Formes sémiotiques. Paris: PUF - Presses Universitaires de France, 43-78. https://www.cairn.info/identites-visuelles--9782130582564-page-43.htm
7. Berthelot-Guiet, Karine. 2015. "Chapitre 4. Discours publicitaires: un cadre, des analyses", in: Analyser les discours publicitaires. ICOM. Série Discours et communication. Paris: Armand Colin, 111-160.

Ressources audiovisuelles:

1. Charaudeau, Patrick. 2014. "Qu'est-ce qu'une situation de communication?", Canal U. https://www.canal-u.tv/video/tele2sciences/qu_est_ce_qu_une_situation_de_communication.18459
2. Id., 2014. "La rupture du contrat de communication", Canal U. https://www.canal-u.tv/video/tele2sciences/la_rupture_du_contrat_de_communication.18461

Teaching materials

• Portefeuille de lecture (Moodle)
• Supports du cours (PPT et/ou vidéos enregistrées sur Moodle)
• Consignes et grille pour l'évaluation du cours (Moodle)
• Berthelot-Guiet, Karine. 2015. Analyser les discours publicitaires. ICOM. Série Discours et communication. Paris: Armand Colin [tout à fait facultatif]
• Calendrier des activités du cours (Moodle)

Faculty or entity

COMU