Syllabus academic year 2011/2012
(Created 2011-09-01.)
PRODUCT SEMIOTICSAFOA10
Credits: 5. Grading scale: UG. Cycle: G1 (First Cycle). Main field: Industrial Design. Language of instruction: The course will be given in English on demand. AFOA10 overlaps following cours/es: AFO160. Compulsory for: KID2. Course coordinator: PhD Gunnar Sandin, gunnar.sandin@arkitektur.lth.se, Architecture. Assessment: Four exercises are handed in for evaluation and review. One is a group exercise and is handed in as such. Two of the exercises are visual presentations (presenting sketches, concepts and models), one is a short written thesis and one is an account of a group discussion. All exercises provide the ground for critical group reviews. When all of these exercises are approved, the student has fulfilled the requirements of the course, provided that he/she has also attended 80% of the lectures and reviews.

Aim
The aim of the course is to train the ability to analyse products from a semiotic perspective, i.e. the way in which everyday objects, packages, ads and marks communicate their qualities to those that will use these products. It is also an aim to train the ability to discuss design in the perspective of a general cultural analysis.

Knowledge and understanding
For a passing grade the student must

Skills and abilities
For a passing grade the student must

Judgement and approach
For a passing grade the student must

Contents
The course introduces product semiotics and the way it is linked to various semiotic theories. The focus is on the way products (home ware, marks, ads, packages, interiors, etc) speak to the user through visual appearance. The course contains the following (with a reference to author/literature):

The course consists of lectures and exercises that aare critically reviewed in group sessions. A short paper should be written and is discussed with course leader. A free choice of working material is preferred and theymay be previous own work or existing market products. The tasks require of the student to work relatively fast and conceptual.

Literature
Excerpts from:
Monö, R, Design for Product Understanding, Stockholm, 1997, ISBN 91-47-01105-x.
Margolin, V & Buchanan, R, The Idea of Design, Cambridge/London 1996, ISBN 0-262-63166-0.
Vihma, S, Products as Representations, Finland, NID, 1995, ISBN 951-9384-89-8.
Mollerup, Per, Marks of Excellence, Phaidon, USA, 1999.
Peirce, Charles S, Collected Papers, exerpts, CD, ISBN 1-57085-019-4.
Saussure, Ferdinand de, Kurs i Allmän Lingvistik, (English version in copies) Cavefors, 1970.
Lotman, Jurij, The Universe of Mind: A semiotic theory of culture, 1990, copies
Sonesson, Göran, Bildbetydelser, Lund 1992, Pictorial Concepts, Lund, 1989, ISBN 91-44-31661-5.
Eco, Umberto, Den frånvarande strukturen,197, Semiotics and the Philosophy of Language, 1986. Cop.
Norman, Donald A, The Design of Everyday Things, 1990 (1988), ISBN 0-385-26774-6