Course syllabus
Produktsemiotik
Product Semiotics
AFOA10, 5 credits, G1 (First Cycle)
Valid for: 2014/15
Decided by: Education Board D
Date of Decision: 2014-04-03
General Information
Main field: Industrial Design.
Compulsory for: KID2
Language of instruction: The course will be given in English on demand
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.
Learning outcomes
Knowledge and understanding
For a passing grade the student must
- be able to apply a semiotic analysis of products and their
relation to different contexts
- understand how semiotics is used as a tool in product
presentation
Competences and skills
For a passing grade the student must
- in images and text be able to describe how products communicate
their use, their aesthetic qualities, and their cultural
belonging.
- in conceptual design sketches, or in written text, be able to
interpret semiotic models, i.e. be able to use theories about the
mediation and communication of products.
- in conceptual design sketches be able to re-design an everyday
product, after an analysis of its semiotic weaknesses.
- at a verbal review constructively present the semiotic
advantages of a personal proposal visually to a group of
listeners/critics.
Judgement and approach
For a passing grade the student must
- in a group be able to analyse and present qualities of design
products as regards their use, function, construction, family,
status and actuality.
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 basics of semiotics (Saussure) and sign types
(Peirce).
- Models of communication (jakobsson, Bühler)
- Design semiotics – objects and their representability
(Vihma)
- Design semiotics – semantic functions (Monö)
- Affordance and user perspective (Norman, Wikström)
- Marks and logotypes (Mollerup)
- Branding (Klein)
- Ads and rhetoric (Eco, Sonesson)
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.
Examination details
Grading scale: UG
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.
Admission
The number of participants is limited to: No
The course overlaps following course/s: AFO160
Reading list
- 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.
Contact and other information
Course coordinator: univ.lektor Gunnar Sandin, gunnar.sandin@arkitektur.lth.se