Oct 16 SEMIOTICS - 2 DAYS with Malcolm Evans in Amsterdam, November 6-8!

CULTURAL INSIGHT FOR ENHANCED COMMUNICATION

WORKSHOP OVERVIEW

Semiotics is a two day workshop, delegates are required to attend both days. Day 1 covers the key principles of Semiotics, and day 2 looks at both theory and practice of integrating semiotic techniques into the research process. Both days include plenty of hands-on practice.

Consumer research explores and uncovers consumer insights: beliefs, feelings, needstates, brand relationships. But that is only half the story. Semiotics delivers the other half of the equation: essential insights about the cultural forces that drive these deep feelings – and how they are communicated through marketing messages. That is why many major multinationals now regularly use semiotic insights to help them achieve saliency in today’s ever more complex, multi-cultural consumer universe.



In this seminar, you’ll learn how to use semiotics to:

  • Reveal the ‘hidden consumer’: Brands can unconsciously encode a hidden image of the consumer dangerously inconsistent with people’s own self-perception and cultural beliefs. Semiotics help correct this.
  • Find the true consumer story: People must create narratives to understand brands and products. Semiotics unravels the process and finds the most important stories.
  • Discover how communications trigger rational and emotional responses. Both rational and emotional ‘feelings’ are built into all languages through verbal, visual, musical, design etc.
  • Map the codes of change in any area of brand communication or popular culture in any country. Brands must be aware of these changes to stay abreast of culture.
  • Create a magical brand myth. Myths hold the true secret of brand loyalty and the key to finding cultural ‘gaps’ for successful NPD.
  • Added to this: Integrate semiotics into the planning process for precise strategic development in tune with the cultural that creates the consumer.
  • Recognise the importance of the communication on the musical level and how music interacts with visual and verbal languages in the world of advertising. Discover how to research backing tracks, jingles and all musical brand messages.

Please note:
You will need to register and attend both days of this workshop.
This workshop has an extensive pre-workshop task which will take a few days to complete. Please register early so that you have enough time to complete it.

LEVEL

Day 1: Intermediate 
Day 2: Advanced

PROGRAMME

DAY 1 / 09.00 - 17.00

  • The codes, the contexts and the metaphors
  • Exercise: Analysing codes
  • How codes evolve and change
  • Practicing the Contextual Interview Technique
  • Narrative structures: How brands tell their story
  • Exercise: Analysing advertising
  • The Big Picture: An overview

DAY 2 / 09.00 - 17.00

  • Essential Semiotic Tools
  • The Power of the Paradox
  • Exercise: Myth
  • The Semiotic Square
  • Exercise: The Semiotic Square
  • Semiotics in Business
  • Exercise: Semiotics in Business Goes Live

TESTIMONIALS

Some of the feedback received from past participants:

“Very well structured and good content”

“Good balance between theory and practice”

“It is clear and very easy way to learn”

“The 2 days workshop gives us a complete and deep understanding of Semiotics. Very actionable”

“A lot of tools! Very well presented, well contextualized and very well applied”


WORKSHOP LEADER

Malcolm Evans
Founding Partner
Space Doctors
UK

Susana González Aktories
Founding partner and Associate Director-Semiotician
Semion
Mexico

THIS WORKSHOP IS AVAILABLE IN THE FOLLOWING EVENT(S):

AMSTERDAM 06-08 NOVEMBER 
In combination with Qualitative 2012


http://www.esomar.org/events-and-awards/events/workshops/workshops-index.php?workshop_list_id=22

Comments: 1

Hi, where can i find tickets? Kind regards, Florido May 19 Florido
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