Teaching | Conseil

Teaching fields

The following fields can be developed in several formats, from Bachelors to Masters, continuing education, seminars, conferences.

French & English speaker

Semiology applied to marketing and communication

Developing creativity

Mindfulness, stress regulation

Example of content, adjusted according to levels and formats

Semiology comes from the greek "semeion" which means "sign", and "logos" that can be understood as "verb", "speech" or "logic".
It's literally the "science of meaning".
Human beings have the singularity to produce multiple forms of signs: letters, words, pictures, art, abstract symbols used in mathematics or religions for example.
This is one of the big differences compared to animals or other forms of life (even if they have their own signs and communication processes).

The big difference is that, thanks to these systems of signs, we analyze the world and ourselves, we build our societies by elaborating philosophical and political values and rules, and we also create art masterpieces, poetry, paintings, music.

So, semiology is a science who studies the relationship between humans, "signs" and the "meaning" they build, consciously and unconsciously.
Semiology shows that every message we produce is the combination of our ancestral and contemporary cultural influences, associated with our singular perceptions, expressed thanks to "signs" that have a literal and several layers of connotative meanings.

It's an exciting invitation to explore the cultural roots of meaning, thanks to the study of myths, legends, symbolic traditions, and also how signs and messages echoes with contemporary values and trends.

Beyond rich teachings and openings in Social sciences, one of the practical purpose of semiology is to understand how to develop a better, deeper and more creative communication.

It offers practical concepts and tools to analyze messages and also to develop creativity.
Why creativity? because semiology views messages, pictures, as "crossroads" of cultural influences and unfolds their imaginary resources.

Semiology, as a method who reveals the "meaning of signs", aims to develop our analysis abilities and therefore to "speak" more fluently about pictures and creations, in order to develop them and also to defend, to "sell" them on the market, which is also very rich and useful for students in the field of Communication and Design schools.

NB: durations can be adapted to levels and hours quotas

"Meaning in business, marketing and communication ?"
—Introduction to communication
—From ancient greek « rhetoric » to modern communication
—What is « meaning » ?
—Maslow pyramid, enriched with two more floors
—Social trends, degrees in communication, the importance of « meaning and ethics ».

Semiology bases
—Differences between semiology and semiotic
—Signs and cognition process
—Differences between « common understanding » based on opinion and judgment, and the semiological approach who split Denotations and Connotations
—Symbolic analysis of icons and shapes
—Application to analyse brand logos and adverts

Roland Barthes
—Introduction to semiology master Roland Barthes
—Methodological overview of how he analyses a « modern mythologies »
—Application to contemporary items

Introduction to Imaginary
—What is « imaginary » and « imagination » ?
—Presentation of the works of Gaston Bachelard, french philosopher known for his works on the « imaginary of elements », fire, earth, air, water
—Interactive exploration of adverts, on various markets, who uses imaginary of elements (perfume, cars, clothes, mineral waters, beers…)
—Presentation of Carl Gustav Jung, german psychoanalyst, who developed the notion of « archetypes » and explored the meaning of myths and symbols
—Application to a current objects and how brands uses imaginary meanings in their communication

Brand culture analysis
—What is a brand and a « brand culture » ?
—How to analyse and understand a brand culture ?
—The Dumezil model, a way to understand brand archetypes, their « reason to be » and to develop their creativity

Picture analysis
—Methodolgy to analyse pictures (still and animated)
—History, masters and bases of photography
—Roland Barthes notions

How to developp Creativity ?
—What is « creativity » ? how to develop it ?
—Narrative and enunciation multiple ways

—Advertising creativity
—Storytelling

The meanings of colours
—How the meanings of colours is build by time and cultures
—Presentation of colours researchers
—Exploration of the symbolism of colours and variations according to supports and contexts

Mindfulness, stress, communication and creativity

—Introduction to the pratice of secular meditation

—Philosophical debate and references from different eastern and western traditions

—Benefits for stress regulation, benevolant listening, relationships, communication and creativity

Ressources

Roland Barthes

Gaston BACHELARD

Odilon CABAT

Carl Gustav JUNG

Georges DUMEZIL

Mircea ELIADE

Laurent GERVEREAU

Michel PASTOUREAU and Dominique SIMMONET

Jon KABAT ZINN

Fabrice Midal