Hello again, here you will find the references for the second lecture.
The name of this Masterclass consists of adding concepts to the advertising pieces.
Applying creative thinking tools in order to “speak” to the mass, the segmented public and the individual receivers for the ads to work show how much you care.
The promotion, product, service or experience creates a whole system to the consumer. The fundaments of communication can interact with different fields of study in order to create a whole and coherence system.
When used properly, art, organoleptic and ergonometric properties, semiotics, signs, the semiosphere case studies, linguistic units and decoded pieces bring each project to a whole new level. A level desired by many but understood by few.
Enjoy and be free to send your questions or comments.
Remember: Advertising is full of signs… mean it!
*****
James Rosenquist
Selected works at official website
Link
Retrospective on James Rosenquist
Guggenheim Museum
New York, 2003
Link
Four Decades of James Rosenquist at Galerie Ropac
Paris Pantin, 2016
Link
Gabriel Orozco
Juan Villoro writes about “Oroxxo”
(Text in Spanish)
Link
Oroxxo at Kurimanzutto
Mexico City, 2017
Link
Gabriel Orozco’s artwork
Guggemheim Museum, New York
Link
MoCA on Orozco’s artwork
The Museum of Contemporary Art
Los Angeles, 2015
Link
*****
Organoleptic properties
Download PDF
Ergonometric properties
Link
Orangina
Upside Down Can, Case Study
France, 2016
Link
*****
COMMUNICATION
Model of Communication
Shannon – Weaver
Link
Review
Shannon – Weaver Model of Communication
Download PDF
Information theories
Bits of information in Messages
Link
*****
SEMIOTICS
Theory of Signs
Charles Peirce
Link
The Quest for Meaning:
A Guide to Semiotic Theory and Practice
Marcel Danesi
Unversity of Toronto Press, 2007
Defining the Sign
Read chapter
SEMIOSPHERE
Yuri Lotman
Semiosphere explained
Link
Metaphors as Semiospheres
Link
Sweat
Gatorade commercial
USA, 2015
Link
Push Up
Gatorade commercial
USA, 2015
Link
Star Wars Dogs
Volkswagen Commercial
Germany, 2012
Link
LINGUISTICS
What is Linguistics?
Link
Ferdinand de Sausurre
Review
Link
Decoding visuals
The semiotics of contemporary advertising messages
Download PDF
*****
Gatorade
Sweat It to Get It
Commercial with JJ Watt
USA, 2015
Link
Electrolytes commercial
Commercial with Cam Newton
USA, 2015
Link
*****
SUBLIMINAL ADVERTISING
Alan Turing and decoding
Link
Does subliminal advertising actually work?
Link
McDonald’s subliminal ad.
Commercial
USA, 2012
Link
Family Guy shows Subliminal Advertising
USA, FOX
Link