Contacto WhatsApp 961135355

Universidade Lusófona do Porto

Semiotics of Advertising


Considering the curricular unit of Semiotics Advertising as essential on Applied Communication, for its reflective and critical nature, the main objectives of this Course are: get to know the main theories of signs and relate them to the representation of contemporary visual signs, promote reflection about the speech and the production of meaning, enhance the analysis of the image and its meaning; provide students knowledge for different types of semiotic analysis, particularly the level of analysis of advertising signs.

Through semiotic, this course aims to promote analysis of advertising production and relate it to the postmodern discourse and reflection on the strategies used by the advertising communication for understanding the various layers of emotional and cultural influences that act on the consumer.



Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

2 |Mandatory |Português



Recommended complementary curricular units

The Semiotics Course in Advertising encompasses knowledge related to image, visual culture and art history, and in this sense, it is recommended that students perform the Visual Culture Curricular Unit in advance.

Professional Internship



1. Introduction to Semiotic

Semiotics and/or Semiology

The limits of Semiotics

2. The Sign and the Meaning

Different conceptions of sign

Modes and modalities of the sign: indices, icons and symbols

The three semiotic levels

3. The image and the advertising text

3.1. The legible and the visible and the relation between image and word

3.2. The coded message of the ads

3.3. Creative Strategies

4. The advertising and the creation of brand image

Brand Semiotics

The sign of brands

 The objects of the brand

 The brand as a symbol

 The signs of the brand

Interpretants of the marks / symbols

The taste and smell of images


At the end of the semester the student should be able to recognize notions in areas of semiotic studies and understand the social dimension of meaning in its different applications. It is also expected that the student may know the different types of signs, interpret different messages and critically analyze images and forms of advertising communication, identifying and applying the most appropriate semiotic methods for each situation.

Teaching methodologies and assessment

Presentation and exposure of the syllabus with the use of methods of active learning: analysis and discussion of texts, reading articles and works, as well as analysis of advertising campaigns in different formats, reflection and debate on the means and purposes of communication of advertising signs.

In addition, it is intended that students develop an autonomous work at the level of recommended readings and literature searches, which allow a deepening of the themes of discussion moments and the consistent application of these same surveys.


The evaluation will be continuous, with the following evaluation elements: Written test (60%) + Group work (40%). It is required a minimum score of 7.5 in the written test.


A bibliografia de apoio será indicada ao longo das aulas.

Fidalgo, A. (1999). Semiótica geral. Covilhã: Universidade da Beira Interior. 

Fidalgo, A. (1995). Semiótica: a lógica da comunicação. Universidade da Beira Interior.

Saborit, José. La imagen publicitaria en televisión. Madrid: Ediciones Cátedra. 2012.

Solana, Daniel. Postpublicidad. Barcelona: Postagencia. 2010.

Volli, U. Semiótica da Publicidade a criação do texto publicitário. Lisboa: Eds. 70. 2016.

Office Hours

Nome do docente  

Paula Lobo

Horário de atendimento

Quartas-feiras, das 9h às 10h.


Sala dos professores mediante agendamento prévio.